How Ulysse Nardin’s Freak-Mentality Has Taught the Industry to Keep Watchmaking Forward-Thinking and Fun
When Ulysse Nardin unveiled the Freak in 2001, it set off a chain of events that forever changed the course of history for the brand and for the industry at large. The model seamlessly flexed a combination of technical and design achievements. The Freak offered material innovation that was far ahead of its time, introducing the use of silicon in the escapement wheels-a technology that is now used by almost every major watch brand from Rolex to Patek Philippe, Girard-Perregaux, Breitling, and Jaeger-LeCoultre, just to name a few. It also presented an entirely new set of aesthetic codes for watch design with an expression of time that notably lacked a traditional dial, hands, or crown. With the Freak’s overall success, it immediately established the brand as a thought leader, an innovator, and (perhaps most importantly) a rebel in an industry often paralyzed by its reverence and steadfast commitment to tradition. In the nearly 25-years since the first Freak, we have seen Ulysse Nardin infuse this spirit in each subsequent Freak model and its catalog at large-from the Blast collection to its UFO clocks and, most recently, in its record breaking Diver [Air], the world’s lightest mechanical dive watch. The first Freak We all know record setting has become a bit of a thing in watchmaking. Particularly in the past decade or so, we have witnessed brands embark on the race to claim the next world record title. Since 2014, Bulgari has set a whopping ten for the ultra-thi...
Fratello
