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5 watch photos that leave us with a goofy grin and make us grateful we’ve got wrists Time+Tide
Casio nally though May 3, 2021

5 watch photos that leave us with a goofy grin and make us grateful we’ve got wrists

Online shopping is an incredible thing. You can’t come into physical contact with every new watch release, so poring over press releases and store catalogues has become the only way we can analyse new watches. As a result, scrutinising images is now a hugely important part of our pre-purchase tool-set. Occasionally though, the quality of … ContinuedThe post 5 watch photos that leave us with a goofy grin and make us grateful we’ve got wrists appeared first on Time+Tide Watches.

Watches on integrated bracelets have a secret downside. Does Vacheron Constantin have the cure? Time+Tide
Vacheron Constantin have May 2, 2021

Watches on integrated bracelets have a secret downside. Does Vacheron Constantin have the cure?

Grail watches come in all shapes and sizes, from that vintage Seiko chronograph to a German masterpiece from the town of Glashutte. But when it comes to current hype, one category trumps them all: the integrated bracelet sports watch. For me, the elusive Patek Philippe Nautilus 5711 is still one of my ultimate dream watches, … ContinuedThe post Watches on integrated bracelets have a secret downside. Does Vacheron Constantin have the cure? appeared first on Time+Tide Watches.

Artisans de Genève Unveils the Submariner Moon Phase SJX Watches
Casio nally created Apr 28, 2021

Artisans de Genève Unveils the Submariner Moon Phase

A custom shop best known for its extensively reworking of popular sports watches – occasionally created in collaboration with celebrity sportsmen  – Artisans de Genève has a diverse portfolio of work that range from the intriguing to the mystifying. Certainly one of its more intriguing timepieces is the Sea Shepherd Challenge, a Submariner with a moon phase display surrounded by much aventurine glass that was commissioned by the founder of the eponymous marine conservation group. Initial thoughts Aftermarket customisation of fashionable watches is common. It can often be merely opportunistic, with customisers taking advantage of the watchmaker’s well-established brand and design. Rarely are customised watches interesting in a technical sense. The Sea Shepherd Challenge is interesting, being a mechanical customisation rather than the change of colours that’s the usual formula applied to such watches. It incorporates an oversized moon phase display (driven by a mechanically simple, but elaborately-constructed mechanism going by this animation), along with an aventurine-glass dial and bezel insert. Add to that the added decoration to the movement, and the watch does have its appeal. The customisation alone costs about US$35,000 (and the client either provides the watch or purchases one), which is probably too much for the work done, but within reason given the benchmark prices of such customised watches. A mariner’s watch This customised Submariner was a request...

Swatch celebrates Aboriginal culture with Nations of Australia Watch Time+Tide
Swatch Apr 21, 2021

Swatch celebrates Aboriginal culture with Nations of Australia Watch

There are approximately 500 different First Nations Peoples in Australia, each with its own rich history, language, customs and artistic tradition. This is a mind-boggling fact little known or appreciated outside of Australia. Indeed, the cultural heritage of Australia’s Aboriginal and Torres Strait Islander Peoples is one of the oldest in the world, stretching unbroken … ContinuedThe post Swatch celebrates Aboriginal culture with Nations of Australia Watch appeared first on Time+Tide Watches.

Franck Muller Introduces the Vanguard Skeleton Sapphire SJX Watches
Patek Philippe watches Apr 21, 2021

Franck Muller Introduces the Vanguard Skeleton Sapphire

One of Franck Muller’s bestselling models, the Vanguard is a modern take on the brand’s signature Cintree Curvex case. Already available in a bewildering variety of sizes, complications, and materials, the line now gets one of its most interesting iterations yet – the Vanguard Skeleton Sapphire. Featuring a clear sapphire crystal case, the new Vanguard is interesting beyond its colours and shape. Inside is a hand-wind, in-house movement with a seven-day power reserve. And in the Vanguard Skeleton Sapphire Color Dreams, the movement bridges are anodised in a multitude of colours. The Vanguard Skeleton Sapphire Color Dreams Initial thoughts The Vanguard Skeleton Sapphire is typical of modern-day Franck Muller watches – large and flamboyant, especially in the Color Dreams livery. But it also reflects Franck Muller being a vertically-integrated brand – an accomplishment not widely recognised by aficionados – with the in-house form movement that has a weeklong power reserve. With black-coated bridges While the shape of the case is reminiscent of Richard Mille, Franck Muller is the brand responsible for making the tonneau case popular in contemporary watchmaking. The Cintree Curvex was inspired by tonneau-shaped Cartier and Patek Philippe watches of the early 20th century, and became one of the “it” watches of the 1990s. But the new Vanguard’s retail price of about US$150,000 is too much – by a large margin. Skeleton sapphire The Vanguard Skeleton Sapphire i...

Jaeger-LeCoultre Introduces the Reverso Tribute Nonantième SJX Watches
Jaeger-LeCoultre Introduces Apr 14, 2021

Jaeger-LeCoultre Introduces the Reverso Tribute Nonantième

Marking its 90th anniversary this year, the Reverso is the only truly successful reversible wristwatch. Jaeger-LeCoultre has long utilised the twin sides of the Reverso case for complications, and now for the first time equips the flip side with a digital hour display. The Reverso Tribute Nonantième – nonantième is French for “ninetieth” – has a conventional front, but an unusual reverse decorated in blue lacquer that features a “semi-jumping hour”, disc minutes, along with a day and night display. Front and back Initial thoughts From the front the Nonantième is hard to distinguish from other Reversos, but from the back it is immediately interesting with its digital hour and disc-type minutes. The reverse face is attractive and certainly unique, but the movement inside is more familiar. Though the cal. 826 is new, it is evidently derived from the cal. 853/854 in the various Reverso Duoface models, being similar in principle but different in indications. It’s mechanically novel, though the fact that the hour display is “semi jumping” rather than actual jumping is regrettable. The reverse display with digital hours Rectangular (or even tonneau) watches usually lose their elegance beyond a certain size, and the Nonantième is close to the limit. At 49.4 mm by 29.9 mm, the Nonantième is a big watch, identical in size to other extra-large models in the Reverso line up, making it suited for larger wrists. At a bit over US$40,000, the Nonantième feels p...

Up Close: Arnold & Son Luna Magna SJX Watches
Arnold & Son Apr 11, 2021

Up Close: Arnold & Son Luna Magna

Announced at Watches & Wonders 2021, the Arnold & Son Luna Magna boasts an exceptionally large spherical moon phase display that sits serenely on a dial made of aventurine glass. Powered by an in-house movement like all Arnold & Son (A&S;) watches, the Luna Magna typifies the sort of smartly-executed simple complications that A&S; excels at. The hand-wind movement is sharply finished, while the moon phase sphere is an unusual combination of two halves in aventurine glass and white marble. Initial thoughts The Luna Magna has simple but striking aesthetics. The dial is symmetrical and made up of classical details like Romain numerals and blued hands. But it has a very, very large moon phase display that’s also spherical. So it doesn’t try to do very much – the dial shows hours, minutes, and age of the moon – but it does the moon phase well. A&S; describes it as the “largest moon ever built into a wristwatch”, which I do not dispute in principle, and it certainly looks the part. But strictly speaking, “ever” is inaccurate, for the spherical moon in the Konstantin Chaykin Lunokhod is the same 12 mm in diameter. While A&S; did have extra-large moon phase display in a past model, it was a flat moon phase, lacking the three-dimensionality of the Luna Magna. That size of the moon sphere means it requires substantial clearance under the crystal, which leaves the total case height, including the crystal, a tall 15.9 mm. The moon seen from the back The movement inside is...

Audemars Piguet Introduces the Royal Oak Concept “Black Panther” SJX Watches
Audemars Piguet Introduces Apr 11, 2021

Audemars Piguet Introduces the Royal Oak Concept “Black Panther”

First hinted at in a late-2019 interview its chief executive, the debut of the Audemars Piguet-Marvel partnership was delayed by almost a year – and now it has finally happened. Together with American comedian Kevin Hart, Audemars Piguet boss Francois-Henry Bennahmias revealed the very first product of the Marvel tie-up yesterday during a live-streamed event in Los Angeles. Inspired by the superhero who’s also the ruler of the fictional kingdom of Wakanda, the Royal Oak Concept “Black Panther” Flying Tourbillon is also notable beyond the comic-book character depicted in hand-engraved white gold sculpture on its dial. It is a more compact version of the historically extra-large Royal Oak Concept wristwatch, making it the most wearable Concept to date. Francois-Henry Bennahmias And just after the reveal of the watch, a live auction took place, with all proceeds going to charity. The auction included several experiences with sportspeople who are Audemars Piguet (AP) ambassadors, like lunch with tennis champion Serena Williams, but the closing lot was the highlight. It was a unique version of the Royal Oak Concept “Black Panther” Flying Tourbillon in an 18k white gold case decorated with a hand-engraved Wakandan motif. After spirited bidding by buyers from several countries, the winner clinched the watch for US$5.20m – over 30 times the retail price of the standard model – an all-time record for an AP watch sold at auction. The unique piece that sold for US$5...

Cartier Introduces Slightly Ironic Cartier Libre Jewelled Watches SJX Watches
Cartier Introduces Slightly Ironic Cartier Apr 11, 2021

Cartier Introduces Slightly Ironic Cartier Libre Jewelled Watches

Cartier Libre reimagines signature Cartier case shapes as high jewellery timepieces. Iconic designs like the Crash, Baignoire, Tank Chinoise, and Diagonale have all been given the Libre treatment since the line’s launch in 2017. At Watches & Wonders 2021, Cartier debuts the latest Cartier Libre duo – the Baignoire Turtle and Tortue Snake – both jewelled, enamelled, and slightly ironic: a turtle dressed like a snake, and a turtle named after a bathtub. Initial Thoughts Extravagantly styled and impeccably decorated, the new pair of watches are whimsical, as the Libre line has always been, but for the first time draw on the natural world for inspiration. Despite being seriously lavish jewellery watches, the two have a sense of humour. Each case shape is inspired by an object – tortue translates as turtle, and bagnoire, bathtub – but each watch is decorated with a motif from something else entirely, bringing to mind surrealist art. The turtle Definitely the more glamorous of the two watches, the Bagnoire Turtle is also the more legible of the two, thanks to the use of blued-steel hands that contrast against the diamond-set dial. And it is more convenient, being powered by a quartz movement, though that makes it less appealing to a watch enthusiast. The Baignoire Turtle is decorated like, well, a turtle. Both the bezel and dial have been divided into pentagonal and hexagonal panels, outlined in blue enamel. The panels themselves are decorated with brilliant-cut di...

Rolex Introduces the Datejust 36 “Exotic Dials” SJX Watches
Rolex Introduces Apr 8, 2021

Rolex Introduces the Datejust 36 “Exotic Dials”

Presented at Baselworld 2018, the current generation Rolex Datejust 36 sticks to the look and feel of its predecessor, but its internals were given a thorough upgrade with a latest-generation cal. 3235 movement. At Watches & Wonders 2021, Rolex has introduced a series of textured dials for the Datejust 36, giving the model a variety of distinct looks, either a palm leaf or horizontal fluted motif. Initial Thoughts Sometimes criticised for a conservative approach to design – Rolex iterates and improves rather than redesigns – the new Datejust 36 now offers the perhaps greatest aesthetic variety in the entire Rolex line up, both in terms of dial styles and colours, but also case materials, and gem setting. Despite being individually different, the new dials fit right into Datejust collection. My favourite is the most affordable of the four, the Datejust 36 with a green dial featuring the palm frond pattern (and a domed bezel and Oyster bracelet) that instantly brings to mind a summer vacation in the tropics. Traditionalists, on the other hand, will likely be drawn to the Datejust in two-tone, yellow-gold Rolesor on a Jubilee bracelet that has a geometric linear dial pattern that echoes the Datejust’s iconic fluted bezel. Notably, the models with the new dials cost the same as the corresponding models with older dial designs. There’s now even more choice in the diverse Datejust line up, with something for everyone. The traditionalist’s choice: the fluted dial is a...

Cartier Introduces the Pasha de Cartier Chronograph SJX Watches
Cartier Introduces Apr 7, 2021

Cartier Introduces the Pasha de Cartier Chronograph

Inspired by the tale of a water resistant sports watch commissioned in 1934 by Thami El Glaoui, the Pasha of Marrakesh – which was actually a rectangular watch – the modern Pasha was penned by Gerald Genta, the man behind many of the most iconic watches of the 1970s and 1980s, which were often considered avant-garde for their time. One year after the relaunch of the time-only model, the jeweller is debuting the Pasha de Cartier Chronograph at Watches & Wonders 2021. The new chronograph on the wrist Initial Thoughts The Pasha Chronograph is an appealing watch. It does wear slightly large at 41 mm and but is surprisingly svelte at just under 12 mm in thickness. Add to that 100 m of water resistance and a moderate price premium of US$3,500 or so over the time-only model and you realise that the Pasha Chronograph is a compelling package. Granted, the “Vendome” lugs are not to everyone’s tastes, but the Pasha remains as classically Cartier as the jeweller’s form watches. The “Vendome” lugs and chain-secured crown cap are Pasha design hallmarks The movement is finished modestly and industrially, a sharp contrast to the dial finishing, which punches above its price point in terms of its detail. Nonetheless, its price of a bit under US$10,000 in steel makes the Pasha chronograph competitive, and also good value. Fine details The Pasha Chronograph measures 41 mm in diameter and 11.97 mm in thickness – it retains the same diameter as the time-only model and gains a...

A. Lange & Söhne Unveils the Little Lange 1 Moon Phase Aventurine SJX Watches
A. Lange & Sohne Apr 7, 2021

A. Lange & Söhne Unveils the Little Lange 1 Moon Phase Aventurine

First unveiled in 2009 as a ladies’ watch, the Little Lange 1 Moon Phase is the petite sibling of the full-sized Lange 1 Moon Phase. Previously available with a guilloche dial, as well as the silver-and-blue livery for the brand’s 25th anniversary, the model now gets a sparkly new look with the Little Lange 1 Moon Phase Aventurine. And because it’s historically been a women’s timepiece, the new model includes a variant with 56 brilliant-cut diamonds on the bezel. Initial thoughts Lange seemingly used the entry-level Saxonia to gauge the demand for aventurine glass (back in 2018). Consumers no doubt responded with a resounding yes, because we now see the same material in the Lange 1, the brand’s flagship product line. The new Little Lange 1 is a showstopper with its aventurine glass dial. Lange’s watches are mostly equipped with either a silver or black dial, possessing a sort of German austerity. However, in recent years Lange has been experimenting with dials in atypical colours or materials – like the recent Saxonia that also has an aventurine-glass dial – and the new Little Lange 1 Moon Phase continues that trend. The aventurine dial works even better here than it does on the time-only Saxonia due to the thematic congruence with the moon phase. Meant to evoke a “bright moonlit night” according to Lange, the dial does look stunning in the press photos. And although I’m not usually a fan of bling, the diamond bezel is well integrated into the des...

INTRODUCING: The 2021 Vacheron Constantin Overseas Collection Time+Tide
Vacheron Constantin Overseas Collection Many watch Apr 6, 2021

INTRODUCING: The 2021 Vacheron Constantin Overseas Collection

Many watch enthusiasts have become caught up with the Patek Phillipe Nautilus and Audemars Piguet Royal Oak. The aforementioned brands and references have reigned supreme in the integrated stainless-steel category for decades, but the challenge of sourcing one at retail has led many to finally give due credit to the equally fascinating Vacheron Constantin Overseas. … ContinuedThe post INTRODUCING: The 2021 Vacheron Constantin Overseas Collection appeared first on Time+Tide Watches.

Greubel Forsey Introduces the GMT Sport with an Integrated Bracelet SJX Watches
Greubel Forsey Introduces Apr 6, 2021

Greubel Forsey Introduces the GMT Sport with an Integrated Bracelet

Best known for its ultra-exotic tourbillons, Greubel Forsey builds movements with unique three-dimensionality and exemplary finishing. In 2019, it started applying its unusual brand of watchmaking to the sports watch for the first time with the GMT Sport – a world time with inclined tourbillon – and now follows up with the new GMT Sport that has the same movement but the addition of an integrated titanium bracelet, a first for the brand. Initial thoughts Although the integrated-bracelet sports watch may be new for Greubel Forsey, it’s now a familiar and fashionable concept. Greubel Forsey is relatively late to the party – beyond veterans like the Royal Oak and Nautilus, such sports watches are already found at almost every price point, from Citizen’s US$2,000 Series 8 to the Lange Odysseus. That said, the GMT Sport is noteworthy for one simple reason – it’s the most complicated, and perhaps best finished, integrated-bracelet sports watch money can buy, combining a world time, dual time, and an inclined tourbillon. So while Greubel Forsey took its time with the concept, the brand certainly executed it in style. I much prefer the new GMT Sport over the earlier version. For one, the bezel is now plain, devoid of the tiny, relief inscriptions that are something of a Greubel Forsey signature but don’t quite work on a sports watch. The dial is now entirely in blue, giving the new GMT Sport a more modern look (that admittedly is also fashionable given the popular...

Citizen Unveils an Affordable, Integrated-Bracelet Sports Watch SJX Watches
Citizen Unveils Apr 4, 2021

Citizen Unveils an Affordable, Integrated-Bracelet Sports Watch

Unveiled alongside the flagship The Citizen Caliber 0200, the Series 8 is a line of affordable, integrated-bracelet sports watches equipped with slim automatic movements that have increased magnetism resistance. The Series 8 is made up of three sub-collections: the 870, 830, and 831. All are similar, but have different case and dial constructions, as well as different movements, but are all accessibly priced affordable, starting at $1,200 for the 831 and rising to US$2,000 for the 870. Initial thoughts The Series 8 is essentially a luxury-sports watch done accessibly – the case is angular and faceted, with both brushed and polished surfaces finishes, while the bracelet is integrated. While the styling brings to mind several other well-known watch designs, the Series 8 watches are not outright copies, which is a good thing, especially at this price range where originality harder to find. The 870 with its two-piece bezel The 830 with its three-layer dial of mother of pearl under a metal lattice Though all three models are slightly different, they are almost identical in size at 40 mm wide and a relatively thin 10-12 mm high. That’s a good size that large enough but not so big that the watch feels chunky, which is likely for this type of design beyond a certain size. The 870 with its two-colour bezel seems the most appealing of the trio, with both its case and bracelet being more streamlined. Both the 830 and 831 have the same case that’s slightly octagonal, which m...

Russian Custom Shop HoD Presents the “Guiding Star” SJX Watches
Mar 23, 2021

Russian Custom Shop HoD Presents the “Guiding Star”

A four-person workshop in Moscow, HoD Russia specialises custom watches at affordable prices. Because the team is made up of a sculptor, engraver, and two engineers, HoD’s offerings are diverse in style, with a focus the dial. Cofounder Vasiliy Avitisov describes the brand as specialising in “dials with high relief [made] from a variety of materials”. Amongst its recent project is the “Guiding Star”, commissioned by a watch collector based in Japan. Initial thoughts Conceived alongside the client, the Guiding Star is a good example of what HoD can do. The dial is minimalist in function, yet decorated and visually striking – and it is made in house, from raw material to finished product. The dial is made of an epoxy resin mixed and coloured in HoD’s workshop, and then machined into the dial disc. The purple contrasts against the hobnail guilloche sub-dial, while the client’s initials form the 12 o’clock market, a reminder that the Guiding Star is a custom watch. One of the joys of going full custom, so to speak, is being able to dictate even the smallest of details, such as the buckle. It’s been hand-engraved with the client’s initials flanked by a Japanese wave motif, or seigaiha. The personalised pin buckle With comparable watches starting from US$2,800, the Guiding Star illustrates the brand’s value proposition – time-0nly watches with a high degree of customisation. The affordability means that while the customisation can be elaborate, the ...

Curated Vintage Vacheron Constantin with Les Collectionneurs SJX Watches
Vacheron Constantin Mar 23, 2021

Curated Vintage Vacheron Constantin with Les Collectionneurs

Traditionally considered one of the “holy trinity” in haute horlogerie, Vacheron Constantin vast, rich archive of historical timepieces. For several years now, Vacheron Constantin has carefully mined that history, curating a compact collection of vintage watches each year for Les Collectionneurs, restored vintage watches offered at its boutiques. Les Collectionneurs includes Vacheron Constantin timepieces from the last century that span the brand’s repertoire, from the mega-rare complicated references to more affordable time-only watches – all sympathetically restored and backed by a two-year warranty. A selection of Les Collectionneurs watches are on usually show at a handful of boutiques around the world, and a 16-piece line up recently landed in Singapore. From now till March 31, 2021, the watches will be available at the Vacheron Constantin boutique in Marina Bay Sands, alongside Diptyques, an exhibition exploring the brand’s historical watches created in collaborations with other artists, jewellers, and designers (which are drawn from the brand’s museum and not for sale). Here’s a look at highlights from the Les Collectionneurs line up in Singapore. Ref. 4414 “Heure Universelle” pocket watch Completed in 1949, this yellow gold pocket watch is equipped with the world time mechanism invented by Louis Cottier. Unlike a GMT watch that tells the time in a second location, a world time use a simple but clever pair trick to show the time in all 24 time zo...

Molnar Fabry Unveils the Ultra-Thin Carpe Noctem Skeleton SJX Watches
Omega Co-Axial cal 8500 Mar 22, 2021

Molnar Fabry Unveils the Ultra-Thin Carpe Noctem Skeleton

Based in Slovakia, Molnar Fabry is a pair of jewellers-turned-watchmakers who specialise in elaborate skeleton watches. The duo’s repertoire is diverse, ranging from a repurposed split-seconds pocket watch movement from the 1930s to an Omega Co-Axial cal. 8500 that looks nothing like the industrially-produced original. The brand’s latest is unusual, its first ultra-thin dress watch. Commissioned by a client as most of its watches are, the Carpe Noctem (Latin for “seize the night”) is just 7.1 mm high, and powered by a reworked Vaucher VMF 5401. Initial thoughts The VMF 5401 is a finely constructed movement – as all of Vaucher’s movements are – but rarely decorated in such an artisanal, intricate manner. Molnar Fabry’s revamp of the movement reveals much of its detail, while also showing off the brand’s skill in working with metal. Because Molnar Fabry’s watches are all one-offs that are hand made, the aesthetic varies tremendously, depending also on the client’s taste. The Carpe Noctem is cleaner and sleeker than many of the brand’s other creations, but boasts just as much craftsmanship in the movement, which is a good thing. The chapter ring for the hours is steel finished with circular graining, with the Roman numerals being engraved and filled with black lacquer, while the hands are solid 18k pink gold At €35,000, Carpe Noctem is priced like earlier, comparable watches by Molnar Fabry. It’s a substantial sum of money, but a reasonable ask co...

A WEEK ON THE WRIST: The Tissot PRX is a bargain-priced utility player on an integrated bracelet Time+Tide
Tissot PRX Mar 20, 2021

A WEEK ON THE WRIST: The Tissot PRX is a bargain-priced utility player on an integrated bracelet

Our European Editor, Mike Christensen, tested out the new Tissot PRX, a throwback to a classic design from 1978. After a week on the wrist, here is what he made of one of the most accessibly priced integrated bracelet watches around. What was your first impression? Hear me out here, but… surely I’m not the … ContinuedThe post A WEEK ON THE WRIST: The Tissot PRX is a bargain-priced utility player on an integrated bracelet appeared first on Time+Tide Watches.

Audemars Piguet Introduces Royal Oak “Jumbo” in Platinum and Green SJX Watches
Audemars Piguet Introduces Royal Oak “Jumbo” Mar 19, 2021

Audemars Piguet Introduces Royal Oak “Jumbo” in Platinum and Green

Conceived as a home-like atmosphere – and located in more discreet locations than traditional boutiques – AP Houses are key to Audemars Piguet’s retail strategy. And now the handful of AP Houses around the world have their own exclusive edition, the Royal Oak “Jumbo” in platinum with a smoked green dial. Initial thoughts The Royal Oak “Jumbo” ref. 15202 is an iconic design, and one of the genuine instances where the label is applied correctly. It’s also thin and elegant, while having a substantial presence. And the cal. 2121 inside is an old but impressively sophisticated calibre. But the Jumbo is also one of the hottest watches today, and its desirability has long become disconnected with its intrinsic qualities. Being platinum, the latest version is extremely expensive, but also extremely attractive. The weight and lustre of the metal – especially combined with the fine case finishing of the Royal Oak – gives it tremendous tangible appeal. And the green dial, while not novel (it isn’t a modern-day invention but H. Moser is today’s best practitioner of the smoked finish), looks good. The new Jumbo is, in short, a beautiful watch that’s going to be rather hard to obtain. House exclusive There are seven AP Houses around the world, including in New York, London, Hong Kong, and Bangkok, which will be the only venues to obtain the new Jumbo. Production will be limited to 100 watches in the first year, which means each AP House should get about two a...

Breitling Debuts Watch Subscription Programme SJX Watches
Breitling Debuts Watch Subscription Programme Mar 16, 2021

Breitling Debuts Watch Subscription Programme

The subscription model – where customers pay for access, but not necessarily ownership – is familiar, and increasingly prevalent. Spotify and Netflix are amongst the best known examples, but subscriptions are now found in fashion – a new wardrobe weekly – and even automobiles, with Porsche Drive that offers a new car every month. And now also in watches: Breitling becomes the first major watch brand to offer a subscription with BreitlingSelect. More accurately, BreitlingSelect is a combination of a subscription and instalment payment plan. It starts with the wearer rotating amongst a handful of trial watches over a year, while paying a monthly fee. But at the end of the year, the total fee paid can be put towards buying one of the watches worn during the trial. Initial thoughts Watch subscription isn’t novel. New York-based ElevenJames launched with much fanfare in 2013, before shutting down quietly five years later. There have been plenty more similar services offered in several of the world’s major watch markets, but few have been sustainable. Consumers quickly realise it makes more sense to save for a watch, rather than paying subscription fees, which are by nature hefty since the timepieces being subscribed to are luxury watches. Breitling clearly believes that its subscription service can buck that trend. The crucial difference between BreitlingSelect and everything that has come before is the brand – BreitlingSelect is being offered by the watch manufa...