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Top Quality Rolex 31.00 mm Watches (415) Items
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  • Colas - Watchmaking and the ventral striatum

    Recent scientific research conducted by German psychologists looked at the manner in which the brands condition, stimulate and influence our brains and therefore the manner in which we perceive reality. How do brands affect our brains and how also do incorrect information on the brands in question alter our perception right into the furthest recesses of our neuronal cavity. These are the questions that were asked by researchers Simone Kuhn and Jurgen Galllinat.
    Learnedly entitled "Does Taste Matter? How Anticipation of Cola Brands Influences Gustatory Processing in the Brain", their very serious experiment involved having MRI scans conducted on some 15 people (all perfectly sane, with no particular neurological or medical history, explain the researchers who also emphasise that "they were all right-handed" - doubtless because in left-handed people, the brain lobes are the other way round). Two specific areas of the brain were targeted: the orbitofrontal cortices, the home of subjective thought that given to different products one sees, and the ventral striatum, the area connected to reward and pleasure. An area which, as we will see, can "light up" at the slightest mention of a known brand, suggesting all the promises of "pleasure" that it is supposed to bring us.
     

    The MRI guinea pigs were given four samples of a cola drink through a tube for them to give their opinion of each sample on a scale from 1 to 8. However these samples were not anonymous - and prior to each ingestion (repeated several times in different quantities), the logo of the brand was quickly shown on a screen: Coke, Pepsi, River Cola (a cheap brand that is well-known in Germany) and an imaginary T-Cola. To reinforce the guinea-pigs' belief, they were allowed to see four large syringes, all different, duly labelled with the name of the various brands.
    Unsurprisingly, Coke and Pepsi won the vote hands down, leaving the other brands streets behind. Certain participants, the study explains, even express their b preference for Coke and Pepsi and their dislike of other brands. The glitch? The four mixtures were perfectly identical, and all strictly composed of a mixture of Coke, Pepsi, River and T in equal parts.

    The result of the MRI scan showed that the orbitofrontal cortex where worth is evaluated was less used in the case of well-known or recognised brands, because this worth is retained and accepted in our connections. If one transposes this into the realm of watchmaking, one could say that on the scale of watchmaking brands, the orbitofrontal cortex does not need to get involved when it hears the word "Rolex", but will work overtime at the sound of the brand "Von Graffenried & Cousins", for example.
    On the other hand, the ventral striatum which is the centre of reward and pleasure becomes active at the very name of a known brand - while it remains completely "silent" when it comes to unknown brands. Brands therefore have the power to arouse those neurones responsible for pleasure, reward and satisfaction to the point of preventive titillation.
     


    Continuing with the methodology used in the cola experience, could one apply the same research methods to watchmaking? This would not be about tasting an undetermined liquid, but rather for example being given a chance to discover the most recent model of a brand in an exclusive sneak preview.
    We might thus manufacture a watch representing a hybrid of several different models, including for example an Omega case, with a Rolex bezel, an Ice-Watch dial, Von Grafenried & Cousins pushers and Rochat & Meylan hands...The movement, also a perfect hybrid, could be presented as a Patek Philippe or alternatively a movement made in Shenzen and the strap leather as being made by Hermes or imported from Albania.
    The consumers undergoing the MRI would be told that they were going to be given an exclusive presentation of a brand new Rolex, Omega, Rochat-Meylan, Boomtime or Von Grafenried & Cousins model, a claim borne out by the logos on the watch.
    What do you think the result would be? How, for example, would the ventral striatum react to the announcement of a totally new Von Grafenried & Cousins model? Probably a scientifically measurable flat encephalogram, whereas on the contrary, one might well imagine that the very mention of the upcoming discovery of a brand-new Rolex model would trigger a whole host of neurones - especially among bloggers, whose ventral striatum would quite likely start performing a belly dance!
    Poor us!
    We thought that only our sacrosanct "free will" determined our choices and our intimate desires, but this does not appear to be the case. Something like Pavlov's dog which started salivating and slobbering simply when it heard the bell ringing signalling its food - and even if the food never appeared again - we unconsciously vibrate and get excited at the mere thought of promised pleasures that for most of us will always be unattainable.
     

  • Obituary - Passing of Patrick Heiniger

    WORLDTEMPUS - 6 march 2013

    Patrick Heiniger marked the history of the company throughout the 16 years he presided over its destiny, from 1992 to 2008.
    M.Heiniger was appointed Managing Director of Rolex in 1992, six years after he joined as Commercial Director. He was also named Chief Executive Officer in 1997. As the company's third Managing Director since it was founded, he followed his father, Andre J. Heiniger, who in 1963 had succeeded Hans Wilsdorf, the founder of Rolex.


    Born in Argentina in 1950, Patrick Heiniger was a lawyer by training, specializing in international and intellectual property law. He made it his mission to reinforce the protection of the brand throughout the world.
    Under his impetus, in the mid-1990s Rolex made a fundamental strategic choice and opted for the vertical integration of its means of production. This strategy was intended to guarantee control over manufacturing of the essential components of the brand's watches and thus to ensure its autonomy.
    As a true independent watchmaker of the 21st century, enjoying unprecedented freedom in the design and manufacture of its watches, Rolex could take its ambition for excellence and innovation to new heights.
    In 2002, Patrick Heiniger created the Rolex Mentor and Protege Arts Initiative, dedicated to helping promising young artists realize their full potential under the watchful eye of a renowned mentor in their discipline.
    That same year, he was awarded the insignia of Chevalier of the National Order of the Legion of Honour and, in 2005, he was appointed Commander of the Order of Arts and Letters.
    Patrick Heiniger retired from the helm of Rolex in December 2008.
    Worldtempus would like to express its deepest sympathy to Patrick Heiniger's family and Rolex teams.

  • Dubois & Depraz - At the Service of Brands


    Revue FH - 27 October 2011

    Nestled in the heart of the Joux Valley, the firm Dubois Depraz designs, develops and constructs additional movements for watch complications for some of the greatest names in watchmaking, including Patek Philippe, Breitling, Rolex, Omega, Richard Mille, etc. Be it chronographs with multiple indications (with or without perpetual calendar), special mechanisms indicating days, months, leap years, moon phases, sunset and sunrise, the equation of time, tides, timezones, jumping-dials, governors, mechanisms for regattas, watches for polo, as well as minute, quarter and five-minute repeaters, extra-flat mechanisms, etc, the world of complications no longer holds any secrets for Dubois Depraz. Around fifty brands currently employ the services of the firm, which is ready to rise to any challenge thrown down to it.


    110 years of history have led Dubois Depraz on the path to their present success. On 1st January 1901, Marcel Depraz set up his first watchmaking workshop in Le Lieu, at number 12, Grand-Rue, over the family baker's shop. Ten years later, with a view to increasing his firm's capacity, he teamed up with his brotherin- law Marius Guignard. Together, they set up a second company: Depraz & Guignard. Marcel's children, Gabrielle and Roger, also joined the family business. In 1937, Marcel Depraz decided to strengthen his two companies and employed his son-in-law Reynold Dubois. Results were not long in coming, with the rapid launch of the 13 3/4 chronograph calibre. This master stroke saw the production of more than 4.5 million movements up to the 1970s. In 1947, the two firms merged under the name Depraz & Cie. In 1956, Gerald Dubois, a young watchmaking engineer and father of the two present-day directors, set up a research and development design office.
    Eleven years later the world's first modular chronograph was born, the 11-12 Chronomatic calibre. This invention was awarded the diploma and silver medal at the Brussels Inventors Show in 1969. Meanwhile, Depraz & Cie changed its company name to Dubois Depraz SA.


    In the 1970s, despite the economic difficulties, the firm presented another world first, a mechanical chronograph with an analogue display featuring an electronic tuning-fork movement. In parallel, it diversified and embarked on the production of mechanical and quartz chronographs fitted as standard on aircraft and cars. Despite these launches, the crisis proved too b for the partnership between the two directors and in 1979 Gerald Dubois purchased the buildings and continued the adventure alone. In 1983, after several years of research, Dubois Depraz launched the calibre 2000 chronograph which could be adapted to all mechanical or quartz movements. This innovative concept caused a sensation in the watchmaking world and even today remains one of the firm's flagship products (around two million have been manufactured to date).
    In 1987, Jean-Philippe Dubois, the current CEO, joined the company. He was followed five years later by his brother Pascal, who was appointed as director. Finally, in 2006, they acquired one of their suppliers, DPRM (Decolletage pignons et roues manufacture), located in Arch (canton of Bern).


    In the course of these eleven decades, Dubois Depraz accumulated a huge wealth of expertise that was passed on from generation to generation. Even today the firm holds the secret of certain manufacturing phases no longer used by anyone else in the watchmaking world. An example is «tribofinishing», the process which consists in deburring and polishing pieces in a single operation. This involves turning pieces from one to seven days in sealed cylinders of different sizes, according to the desired end result. The media inside the rollers consist of different materials (copper, ceramic or plastic), special soap and polishing powder. Although the processes of deburring and polishing are widespread in the watch industry, Dubois Depraz's secret lies in the dosing of components and the length of the operation.


    Manufacturing secrets alone would be worth nothing without skill, hard work, and the precision and quality of products delivered by Dubois Depraz. Today, 220 people in the Joux Valley and 50 in Arch work industriously under the roof of this independent family business.

  • Livre - Collecting Rolex Milgauss, Explorer I, Explorer II,...

    Limited edition of only 2,000 copies. Attached are the updated estimates of all Rolex Milgauss, Explorer I, Explorer II, Turn-O-Graph and Yacht-Master watches. Together with "Rolex Submariner Story", it is the world's biggest book on Rolex watches.

    BUY

    "Collecting Rolex Milgauss, Explorer I, Explorer II, Turn-O-Graph and Yacht-Master" represents a new adventure, a journey through these models which nobody has yet "Explored" in such depth.


    This book is divided in 5 chapters, each of them dedicated to one of the following models:
     
    - Rolex Turn-O-Graph: Reminder of times past
    References 1625, 6202, 6206, 6309, 6609, 16250, 16253, 16258, 16263, 16264, 116261, 116263, 116264
     
    - Rolex Milgauss: the Scientist's watch
    Referenze 1019, 6541, 6543, 116400, 116400GV
     
    - Rolex Yacht-Master: the Skipper's watch
    Referenze 16622, 16623, 16628, 116681, 116688, 116689, 168622, 168623, 168628, 169622, 169623, 169628
     
    - Rolex Explorer I: the reinforced Rolex
    Referenze 1016, 5500, 5501, 5504, 5506, 5700, 5701, 6098, 6150, 6298, 6350, 6552, 6610, 14270, 114270, 214270
     
    - Rolex Explorer II: the Speleologist's watch
    Referenze 1655, 16550, 16570, 216570
    A total of 50 references recount the whole production of these models that, today, represent a secure investment for collectors all over the world, as well as a prestigious and beautiful object to wear.
     
    All references are described in the most minute detail, even examining those small features which determine big price differences on the market today, such as: the graphics and evolution of all types of dials, the hands, bezels, case backs, different winding crowns, bracelets, calibers and historical aspect of all models.
     
    "Together with the book, a useful insert is found which includes:
    - "UPDATED ESTIMATES" of Rolex Milgauss, Yacht-Master, Turn-O-Graph, Explorer I, Explorer II
    - "CHRONOLOGICAL TABLE OF PRODUCTION" to be able to find the year of production of your Rolex
    - "USEFUL ADDRESSES FOR THE COLLECTOR" with the best contact to buy, sell and exchange Modern and Vintage Rolex
     
    Price 620 EUR, CHF 695

    ORDER BOOK

  • Rolex - Wild Ladies


    WORLDTEMPUS - 15 October 2010


    The visibility of Rolex as the world's most recognizable status watch for men comes at the expense of overshadowing the brand's innovations in the ladies' segment. From the beginnings of the Oyster in 1926, Rolex has produced both men's and ladies' watches. However, with few exceptions, that was back in the days when ladies' watches were simply smaller versions of men's watches. It wasn't until the 1990s that the top brands began to make ladies' watches distinguishable from their men's collections, and the results have been transformational. Brands have deftly combined the metiers d'art to include gem setting, enameling and engraving with original designs for women, all the while retaining their signature looks. Rolex's new Datejust collection is a perfect example of this subtle combination and how far ladies' watch design has come.


    For a brand whose men's designs never vary substantially from the signature elements of the collection — logo crown, Cyclops date window with magnifying lens and distinctive case and bracelet design — all of which can be found on the new Ladies' Datejust — the design is nevertheless pretty out-there. With applied floral motifs, random gypsy-set diamonds on the bezels and options of purple or green dials, Rolex has introduced one of the most decorative ladies' collections on the market.


    The applied floral motifs on the dials are produced using an electroforming technique involving a deposition of either rhodium, yellow gold or pink gold over a pattern created from a metal plate. The flowers, aside from identifying the watch unquestionably as a ladies' style, add dimension and volume to the dial. Not surprisingly, the PVD technique used to color the flowers as well as the purple dial (available on rose or white gold models) and the olive green dial (available on the yellow gold model) is exclusive to Rolex and patented.
    The brand's gem setting is also done in-house. The bezels are set with 24 diamonds that are gypsy-set or 46 diamonds in a single row, and the Roman numeral at 6 o'clock are also diamond set. All the work done on this takes place at Rolex's Chêne-Bourg site, located in the eastern part of the canton of Geneva — one of four Rolex manufacturing sites in Switzerland. This facility is home to the brand's in-house gemology department and houses all Rolex activities linked to dial creation and manufacture, including jewelry and gem setting.


    With so many Cartier accounts closing this year, the new Rolex Ladies' Datejust is the obvious line to fill that showcase space. U.S. prices range from approx. $7,150 to $8,980.

  • Exhibition - Counterfeit Rolex with the head of Saddam Hussein

    30 juillet 2009

    VOIR LA GALERIE-PHOTOS

    La galerie du Jeu de Paume a Paris propose actuellement et jusqu'au 27 septembre une exposition intitulee « Planete Parr. La collection de Martin Parr ». Organisee par la Haus der Kunst a Munich, en collaboration avec le Jeu de Paume, elle presente pour la premiere fois la riche collection de livres photographiques et de photos de Martin Parr, accompagnee d'une partie de sa collection d'objets heteroclites, ainsi que de quelques-uns de ses travaux recents, notamment les series «Luxury» et «Small World». Ce photographe, membre de la fameuse agence Magnum, se presente lui-même comme un « collectionneur, un editeur et un photographe », et joue ironiquement sur le cliche de l'Anglais extravagant aimant a accumuler toutes sortes d'objets divers.
    Ben Laden en montre de poche
    Outre le plus grand paquet de chips du monde, des theieres a la gloire de Margaret Thatcher ou un slip orne du portrait de Barack Obama, le sieur Parr a recolte une incroyable serie de garde-temps. Montres-bracelets, montres de poche, horloges, reveils, usurpant ou non le logo d'une marque celebre ou le fameux Swiss made, tous ont pour point commun de celebrer sur leur cadran une personne ou un evenement historique. Le visiteur pourra ainsi admirer des reveils commemorant les exploits de Gagarine ou divers modeles aux couleurs de Mao, de Staline ou même de Barack Obama. Certaines de ces tocantes meritent sans conteste la palme de l'originalite, comme cette montre de poche a l'effigie de Ben Laden ou cette horloge chinoise en forme de raquette de ping-pong. Une vitrine entiere est consacree aux montres a l'effigie de Saddam Hussein. Certaines, provenant vraisemblablement d'Irak, sont tout a sa gloire. D'autres, conçues apres le 11 septembre, vehiculent le propos inverse, notamment celle sur laquelle un montage photographique represente un corps de rongeur surmonte de la tête de Saddam et de ce slogan : « captured like a rat » ! La montre, objet de propagande par excellence qui permet d'afficher son opinion dans cette vitrine miniature qu'est son cadran, provient ainsi des deux côtes de l'histoire. Il en va de même pour les tapis de priere musulmans ornes des tours jumelles percutees par les avions et estampilles « made in Afghanistan » qui sont ici exposes face a des bibelots aux couleurs de l'aigle americain exaltant les slogans va-t-en-guerre de l'ere Bush.


    Ironie britannique
    Le dialogue entre photographies et objets nous tend ainsi un miroir de notre epoque, revelant les tendances de nos modes de vie contemporains. Comme le dit Martin Parr lui-même, « Ce travail ressemble a une epitaphe pour une periode sur le point de s'achever, faite de croissance excessive, de parade et de luxe ostentatoire. C'est une opportunite de jeter un regard retrospectif sur cette periode de nos vies. » Un regard qui n'oublie pas neanmoins la distance et l'ironie « so british » !
    www.jeudepaume.org
    www.martinparr.com

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