Spyker - Spikes Time
WORLDTEMPUS - 9 July 2010
Obviously named for the high-powered car that was reintroduced in 2000 after a 75-year absence from the market, Spyker watches are designed with the same high-tech edginess as the Dutch automotive and aviation performance machines, and are geared to be equally as exclusive. Paying strict attention to craftsmanship and minute detail, Spyker watches are built with a passion and determination that comes from the heart.
Unveiled just a couple of weeks ago in the United States, Spyker timepieces are the result of a collaboration between watch industry veteran Thierry Chaunu and Victor Muller, CEO of Spyker and chairman of the recently acquired Saab brand.
It was in 2009 that Chaunu, who had spent nearly 25 years in the watch industry building brands such as Christofle, Cartier, Chopard, and Leviev, decided he wanted to break out on his own and start something special. In early 2010, Chaunu left his job at Leviev and—having founded his own company called Expression d'Artistes International—sought out Muller of Spyker, whom he had met in 2005. Chaunu presented Muller with the idea of creating a Spyker watch.
"He loved the idea of having not only a watch but an entire accessories series," says Chaunu, "and immediately sketched out his first thoughts of what a watch should look like." Within weeks, Chaunu had design concepts ready and flew to Amsterdam to show them to Muller, who apparently loved what he saw. "Just like that, we had a deal," says Chaunu. While Muller is not a monetary investor in the business, he granted Chaunu the worldwide license to use the Spyker name for timepieces and accessories. Within three months the first timepieces had become reality.
"The theme for Spyker is 'To the tenacious, no road is impassable,'" says Chaunu. "That was how it was for me. I never dreamed when I met Victor five years ago that I would end up doing business with him, but the opportunity was perfect. The timing was right for me and for this brand. Victor is a purist and a lifestyle provider. He is not a car manufacturer. These are not just watches either."
With just 250 Spyker cars around the world retailing for $219,000 and up, the timepieces had to hold a candle, so to speak. As such, Muller collaborates on everything from A to Z when it comes to the design of the watch. The Spyker timepieces, created in Geneva, are outfitted with leather straps made by the same company that outfits the interior of the cars. The dials replicate the spokes of the wheels and the intake valves on the side of the car. The rotor of the watch emulates the wheels. Strap colors can be customized to match the owner's car interior color if they so choose. Distribution of the watches will be limited to just about 15 retailers in the US, says Chaunu.
Only 1,000 pieces will be made housed in steel and in titanium. The watches retail for $9,750 in steel, and for $26,100 to $30,500 in rose or white gold, each of latter in a limited edition of 250 pieces. Currently the watch is powered by a Valjoux 7750 movement. According to Chaunu, the price of the watch is well justified due to the craftsmanship, elite name, exclusivity, and extreme high-tech Spyker detailing and availability for customization. Nonetheless, he says, the plan is for the watch to contain an in-house Spyker movement by November. Details are currently under wraps.
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