Hamilton Jazzmaster Viewmatic 40mm Silver Dial Two Tone (H32525155)

"Certina is one of the best-selling brands in Northern Europe, especially in Scandinavia," says the brand's CEO, Adrian Bosshard, at Baselworld 2012. "We are number two in Sweden and Finland," he explains while showing new models with ceramic bezel insert and clean black dials in an easy-on-the-eye design and secured to sturdy bracelets of steel or titanium. "Titanium is extremely popular in Northern Europe," he adds.

"We also offer masculine and sporty watches," Bosshard continues and presents the DS Action, an ISO 6425-certified diver's watch powered by the automatic Valjoux 7753 chronograph movement and priced very competitively compared to other brands using this reliable tractor movement. "It is priced at 2,150 Swiss francs with the two-tone rubber strap."

Value for money
Looking at the hefty diver's watch with its Super-LumiNova-coated bezel and quickset date changer crown on the side of the case, you get a feeling of value for money. That is the same feeling you get when trying on the fun, yet very cool-looking, new TechnoMarine Steel Evolution. The large quartz-driven watch has a special finish that allows the watch to look worn. "The Steel Evolution has been 'stone-washed' to get this finish," new TechnoMarine CEO Jacques-Philippe Auriol explains. "First, the watch is coated with PVD in the preferred color and then blasted with ceramic balls - just like we did with jeans in the 1990s," he smiles as he attaches a second strap in a swift move that provides yet another look to the watch. "The price of the Steel Evolution is 700 Swiss francs, which includes an extra strap."
Well-priced pilot's watch

If you are looking for something classic that celebrates historic design and you don't want to explore the bottom of the ocean or the beaches of St. Tropez, Hamilton offers a great alternative: the Khaki Pioneer. This is obviously an aviation-inspired watch with a distinct "B-Uhr" look and size of 45 mm. "Propelling" has been a big part of Hamilton's 120-year history in watchmaking, and aviation-inspired watches dominate the current anniversary collection offering both classic and contemporary designs dedicated to both the romantic and seriously demanding pilot of today.

The Hamilton Khaki Pioneer is powered by automatic ETA Caliber 2824, but priced at a very appealing at 875 Swiss francs, proving that not all Swiss mechanical watches with a long and proud history will empty your bank account.

Swiss Army
Hamilton is not alone in honoring the military. Swiss Victorinox whose fame is probably best noted with the Swiss Army knife, offers a b and very appealing watch collection - not the least of which is the original chronograph that is a redesign of a 1989 model. "The nylon fiber case is offered in four different colors, representing the four branches of the military," Francois Nunez of Victorinox explains.

The lightweight, quartz-driven watch is offered in navy green, commando black, desert beige and khaki green attached to a soft strap in matching color. "The strap is not the usual NATO-like strap you see everywhere," Nunez adds. "This is a thicker webbing style that I hunted down in Japan."

The 40 mm Original Chronograph is a refreshing and rather stunning alternative to expensive Swiss horology and priced at 425 Swiss francs. This collection is destined to be a huge success for the company, which already enjoys enormous success in the Americas.