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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.
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Rolex - Rolex Daytona Story
It will not be just the world's biggest book on Rolex watches (together with "Rolex Submariner Story" and "Collecting Rolex Milgauss, Turn-O-Graph, Yacht-Master, Explorer") but also the most important edition ever done on Rolex: Rolex Daytona Story.
A limited edition, in a large format, with unpublished material, very specific content, top quality images and updated estimates of all watches covered.
All the usual features of Mondani's editions have been combined this time with the watch, which not only represents the dream of all enthusiasts, but is also an extremely important collector's item, the value of which will increase astronomically over the years.
The authors are Osvaldo Patrizzi and Guido Mondani, two of the greatest Rolex experts worldwide.
Throughout these pages, they illustrate all those small details which determine the enormous variations in watch value on the market today.
All references are presented with the dates of the beginning and end of production as well as specifying all their main features: push-buttons, crown, bezel, dial, crystal, bracelets, graphic details of logos, writing and hallmarks.
You will also discover many things about Patrizzi Dials, Floating Dials, inverted 6 and much more...
From the Daytona manual winding models to the Oyster Perpetual series 16500 with Zenith caliber and Oyster Perpetual series 116500 with self-winding movement and Rolex caliber. Osvaldo Patrizzi and Guido Mondani, after years of research and study, will answer the main questions of modern collectors, like for example:
Why the name Cosmograph?
Do personalized case backs exist?
What are the indexes of the Cosmograph dials like?
Why do Rolex dials oxidize and change color?
What are the differences between that dials of the series 16500
and the ones of the series 116500?
Updated estimates of all published Rolex watches are enclosed.
BUY THE BOOK
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Rolex - Oyster Perpetual Day-Date II
Gem-set splendour
The majestic 18 ct yellow gold case of the DAY-DATE II originally launched in 2008 adopts a new champagne colour dial set with eight baguette-cut diamonds and two baguette-cut rubies at 6 o'clock and 9 o'clock. It also features a scintillating bezel set with 80 baguette-cut diamonds. The brilliance of precious stones and the glistening lustre of polished gold interact to give this bold and distinctive piece all the nobility it deserves.
Rolex yellow gold
The 18 ct yellow gold of the DAY-DATE II's OYSTER case and the PRESIDENT bracelet is alloyed by Rolex in its own foundry before being shaped in the brand's workshops. Its unique lustre is the result of the extreme care with which it is shaped, machined and finally polished.
The OYSTER case, symbol of waterproofness
The DAY-DATE II's 41 mm OYSTER case, guaranteed waterproof to a depth of 100 metres (330 feet), is a paragon of elegance. The characteristically shaped middle case is crafted from a solid block of 18 ct gold. The fluted case back is hermetically screwed down with a special tool exclusive to Rolex watchmakers. The winding crown, fitted with the patented TWINLOCK double waterproofness system, screws down securely against the case. The crystal, with a CYCLOPS lens at 3 o'clock for easy reading of the date, is made of virtually scratchproof synthetic sapphire. The waterproof OYSTER case allies refinement with efficiency in protecting the DAY-DATE II's high-precision movement.
Calibre 3156, a superlative chronometer
The DAY-DATE II is equipped with calibre 3156, a self-winding mechanical movement entirely developed and manufactured by Rolex. Like all PERPETUAL movements, the 3156 is a certified Swiss chronometer, a designation reserved for high-precision watches that have successfully passed the Swiss Official Chronometer Testing Institute (COSC) tests. Its architecture, like that of all OYSTER watch movements, makes it singularly precise and reliable. The oscillator, the true heart of the watch, has a blue PARACHROM hairspring patented and manufactured by Rolex in an exclusive alloy. Insensitive to magnetic fields, the PARACHROM hairspring offers great stability when exposed to temperature variations and remains up to 10 times more precise than a traditional hairspring in case of shocks. The oscillator is fitted between highperformance PARAFLEX shock absorbers, patented by Rolex, which offer 50 per cent greater resistance to shocks.
Prestige and elegance of the PRESIDENT bracelet
This DAY-DATE II model is fitted with the PRESIDENT bracelet in 18 ct yellow gold with a concealed folding CROWNCLASP. This prestigious and elegant bracelet with solid semi-circular links provides unique comfort and contributes fully to the aesthetics of the watch.
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Christie's - More than US - 26.3 million in Geneva
- Christie's leads the international auction market for watches
- Geneva's Important Watches including a Connoisseur's Vision Part IV achieves a blockbuster total of more than us$ 26.3 million, +25% versus may 2010 results.
- New record price set for any rolex wristwatch at auction
- $3.6 million Patek Philippe - new record price for any simple chronograph watch
- More than a dozen record prices in one day
- 1 lot sold above us$ 3.6 million
- 3 lots sold above us$ 1 million
- More than 800 registrants from all 5 continents
TOP TEN RESULTS
Reaffirming Christie's absolute leadership in the international watch area, Geneva's sale of Important Watches including A Connoisseur's Vision Part IV achieved a blockbuster total of US$ 26,331,962 (SFr. 23,427,013 / € 18,647,902), an increase of 25% over last May's auction total in Geneva.
This is one of the highest results ever realized in the history of Christie's watch sales and leads the auction series dedicated to the category in Geneva this spring.
The top watch of the sale is a unique 18k white gold cushion-shaped single button chronograph wristwatch manufactured in 1928 by Patek Philippe which sold for more than US$ 3.6 million, a new world action record for any simple chronograph watch.
Among the other sensational new world record prices set at Christie's in Geneva is a new top price for any Rolex wristwatch at auction, achieved for an oversized stainless steel split seconds chronograph wristwatch manufactured in 1942, which sold for US$ 1,163,340.
Aurel Bacs, International Head of Christie's Watch Department, commented:
"The international community of watch collectors responded enthusiastically to this premium selection of rare wristwatches and pocket watches hand-selected by Christie's team of specialists for our spring Geneva sale. Our results confirm once again that Christie's is the auction house of choice for both buyers and sellers of the rarest and most important watches.
Today's sale was characterized by b bidding from the international trade, but dominated by private collectors and museums around the world. Eight different buyers secured the top ten lots of the sale - a sign of the immense depth of interest in this category.
The sale was notable for its spectacular moments - for the first time ever at auction, a Rolex watch surpassed the $1 million mark with the ultra-rare reference 4113 selling to a private collector for over $1.1 million.
We were also touched by the spirited bidding that led to a b result for the Hillary Tenzing Explorer set, which soared above everyone's expectations to sell for US$ 104,532 with all proceeds directed to charity.
Lastly, Christie's is extremely proud to announce that with Part IV of 'A Connoisseur's Vision', this prestigious collection of Patek Philippe watches reached the highest total ever for any collection of fine wristwatches ever dispersed at auction, reaching over US$ 22 million. We are grateful to the consignor for having entrusted Christie's team of watch specialists with the sale of this landmark collection and are immensely satisfied to see that the market rewarded his knowledge and passion to such an extent".
Earlier in the sale, the G. Garvin Brown III Collection, Part I was 100% sold with most watches selling above high estimates. Two further installments of this exceptional collection will be offered as at Christie's Hong Kong sale of Important Watches on May 30 and at Christie's New York on June 15, 2011.
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Rolex - Yacht-Master II
As the start draws near, the skipper's pulse quickens. Already visualizing the action of the race, he manoeuvres as close as possible to the line.
The Oyster Perpetual Yacht-Master II embodies all of the intense emotion a regatta arouses. By its impressive size, evocative power and sleek design, this unique regatta chronograph echoes directly the Maxi Yachts built to brave the oceans. The new version is the first Professional watch in the Oyster collection to be available in EVEROSE ROLESOR - an exclusive combination of the 904L steel superalloy and 18 ct EVEROSE gold.
Sights on the horizon
Equipped with a programmable countdown with a mechanical memory, the Oyster Perpetual Yacht-Master II is an innovative and pioneering watchmaking complication, based on interaction between the movement and the bezel. It allows the skipper to programme a regatta countdown sequence from 1 to 10 minutes. Once the countdown has been launched, the skipper can, if necessary, synchronize his chronograph to the official race countdown. Thanks to the Yacht-Master II, experienced sailors and yachting enthusiasts have at their disposal an efficient tool to assist in crossing the starting line at the very moment the horn sounds.
Regatta meets watchmaking technology
With its numerous innovative watchmaking features, the Yacht-Master II model, launched in 2007, is the epitome of the brand's creative force and technology. Its functions depend on a major innovation: the exclusive RING COMMAND bezel, designed and developed by Rolex. Rotatable through 90° and interacting with the movement, it serves to initialize and then lock the countdown programming.
The model's 4160 movement, entirely designed and developed by Rolex, is fitted with a PARACHROM hairspring, 10 times more resistant to shocks and insensitive to magnetic fields. The countdown is operated by a column wheel and a vertical clutch. A number of microcomponents in this unique movement are produced by UV-LiGA - a new technology, entirely mastered in-house by Rolex, which enables the production of components whose fineness or geometry makes them impossible to manufacture by traditional means.
The Yacht-Master II's case, stamped from a block of 904L steel extremely resistant to corrosion, offers all the qualities of waterproofness that have made the reputation of Oyster watches. Not least thanks to its TRIPLOCK winding crown, which screws down tightly against the case like the hatch of a submarine. The pink gold of the bezel and the bracelet's centre links is 18 ct EVEROSE gold, an exclusive alloy developed by Rolex and manufactured in its own foundry. The blue CERACHROM bezel insert, virtually impervious to scratches, corrosion-resistant and non-fading, is also patented and manufactured by Rolex.
The excellent legibility of the Yacht-Master II's dial demonstrates the constant attention to functionality in the Oyster Professional collection. The red countdown minute and seconds hands are readable at a glance against the graduations on the dial or bezel.
The bracelet, in 904L steel and 18 ct EVEROSE, is fitted with an EASYLINK 5 mm comfort extension link and an OYSTERLOCK clasp with a safety catch, two further Rolex innovations.
The horn has sounded. The course is set. The Yacht-Master II forges ever forward, sailing towards new horizons.
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Antiquorum - Important Modern and Vintage Timepieces
Among the 643 timepieces, Antiquorum is extremely proud to be offering for sale an extremely rare Patek Philippe Ref. 2499 as well as the personal collection of Rolex watches of the legendary 20th century explorer Sir Edmund Hillary. Previews are to be held in Shanghai, Hong Kong, Zhuhai and Geneva.
The highlight of the sale is the extremely rare Patek Philippe Ref. 2499, Third Series, made in 1971 and sold on June 14, 1972. This 18K pink gold wristwatch with round button chronograph features a 30-minute register, perpetual calendar and moon phases. It is accompanied by a Patek Philippe box and the Extract from the Archives.
Antiquorum experts are also delighted to present the personal collection of Rolex watches that belonged to Sir Edmund Hillary. These exceptional timepieces have been consigned for sale by Lady Hillary and all had special significance for Sir Edmund.
The earliest model in this collection is a Rolex, "Oyster Perpetual, Officially Certified Chronometer", reference 6084 dating from 1953. This watch was presented to Sir Edmund Hillary by Rolex Bosecks, Calcutta, India after his descent from Everest in honour of his achievement. It was then worn by him during the Trans-Antarctic Expedition of 1955-1958 - the first overland crossing of Antarctica and the first expedition to reach the South Pole since Scott in 1912 - and as such it has immense historic significance. The caseback is engraved "Sir E. Hillary".
Also part of the collection, the Rolex "Oyster Perpetual Date, Superlative Chronometer Officially Certified", REF. 15238. This 18K yellow gold tonneau shaped wristwatch with date was purchased by Sir Edmund Hillary on the 50th Anniversary of the day he reached the summit of Everest, 29th May, 2003. It is accompanied by the original Rolex certificate to Sir Edmund Hillary and a letter of authenticity.
Naturally the collection also includes both the Rolex Explorer I, reference 1016, made in 1972 - the 20th Anniversary of Sir Edmund Hillary's attempt to climb Cho Oyu from the Nepal side in 1952 (Estimate: 4'000 - 6'000 CHF) and the Explorer II, reference 1655, the so-called "Steve McQueen", made in1973 and bought by Sir Edmund Hillary to commemorate the 20th Anniversary of his ascent of Everest.
In addition to Sir Edmund's collection of Rolexes, Antiquorum is delighted to offer the Rolex "Oyster Perpetual, Precision", reference 6098 that was worn by Alfred Gregory on Everest during the successful expedition of 1953. Alfred Gregory was the official expedition photographer and this watch has been consigned to Antiquorum by his family. This watch is of enormous historic significance and is likely to present the only opportunity to acquire one of the original Rolex watches that were on Everest in 1953. The caseback is engraved "A. Gregory - Everest 1953" and the watch is accompanied by the Ice Axe used during the Everest expedition, 5 original photos taken by Alfred Gregory during the climb, service letter by Rolex Geneva and a letter of authenticity from Alfred Gregory's wife.
Also offered at auction, the Patek Philippe Ref. 3450, Third Series, made in 1985. This very rare, self-winding, 18K yellow gold wristwatch features perpetual calendar, moon phases, Roman numerals for the leap year indication. It comes with a wooden fitted box, setting pin, Certificate of Origin and instruction booklet.
Of interest for the Audemars enthusiast is the Audemars Piguet "Jules Audemars - Repetition Minutes a Quantieme Perpetuel," Ref. 26063 PT., made in 2009. It is an extremely fine and rare, astronomic, minute-repeating, platinum wristwatch with perpetual calendar, leap year indication and moon phases. It is accompanied by the original special fitted wooden box, a piano-shaped wooden box to amplify the sound of the minute repeater, certificate and warranty.
Another timepiece of great interest is the Quarter-Repeating Navette-Shaped Ring Watch - One of Only Two Known Examples - A Gift to The Emperor Napoleon I. made circa 1810. This exceptional timepiece is attributed to Antoine Rochard, Geneva, the mainspring is signed Marchand and the case engraved "a L'Empereur N". This extremely fine and exceptionally rare, 18K gold, pearl and rose-cut diamond-set ring watch with virgule escapement and visible balance, is one of only two known examples of a quarter-repeating ring watch of navette shape.
Antiquorum experts are also pleased to offer a collection 40 Omega Speedmaster limited editions, property of a private Italian collector, including the "Speedmaster Professional" Apollo XIII Ref. 3450022, made in a limited series of 999 examples to commemorate the 25th anniversary of the Apollo XIII mission in 1995. This stainless steel chronograph bears the Apollo XIII emblem on the subsidiary seconds dial at 9. It comes with the original box, warranty, certificate, instruction booklet, Apollo XIII patch, extra links and booklet.
AUCTION PREVIEWS
The timepieces of this auction will be on view as follows:
SHANGHAI
Tuesday November 2: 10:30 a.m. - 6:30 p.m.
Antiquorum Shanghai
Room 4106B, Bund Centre Office Tower,
222 Yan An Road East,
Shanghai 200002, China
Tel.+86 21 6335 1268
HONG KONG
Thursday November 4: 11:00 a.m. - 7:00 p.m.
Antiquorum Auctioneers (HK) Ltd.
Suite 704, No. 9 Queen's Road Central,
Hong Kong
Tel. + 852 2522 4168
ZHUHAI
Saturday November 6: 10:00 a.m. - 6:00 p.m.
Gemdale Eton
No. 298 Jinyi Road, Xiangzhou District
Zhuhai
Tel. + 852 2522 4168
GENEVA
Wednesday 10 to Friday November 12: 10:00 a.m. - 7:00 p.m.
Saturday 13 & Sunday November 14: 10:00 a.m. - 6:00 p.m.
Antiquorum's Showroom
2, rue du Mont-Blanc
1201 Geneva, Switzerland
Tel.+ 41 (0)22 909 28 50 - Fax. +41 (0)22 909 28 60
Email: geneva@antiquorum.com
AUCTION: Important Modern & Vintage Timepieces
Saturday, November 13
Session 1: lots 1 - 252 at 2:00 p.m.
Sunday, November 14
Session 2: lots 253 - 643 at 2:00 p.m.
Mandarin Oriental Hotel du Rhône
Salon Saint-Gervais - quai Turrettini 1, 1201 Geneve
Tel.+ 41 (0)22 909 00 00 - Fax +41 (0)22 909 00 10
[Rating: 5 / 5 stars]
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