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Armin Strom - Elementary watchmaking
Building up a brand that is essentially trading on the name of a single person is not an easy process, particularly when that person was renowned for his skeletonisation work, which by its very nature meant relatively low volumes.
Armin Strom the man stood as a reference in the skeletonisation of watches, earning himself a mention in the Guinness Book of Records in 1991 for the smallest hand-skeletonised ladies' watch (12.5mm diameter) and working on hand skeletonisation for some major Swiss brands.
As he approached retirement, however, Armin Strom sought investors to continue his legacy in the form of a brand. But such a brand could not grow on the basis of skeletonisation alone…
Brand building
The transition started in 2006 and the new brand emerged thanks to several fortuitous events. Firstly, it was lucky enough to acquire in 2008 premises that had been occupied by a micro-stamping facility of Rolex, which were thus perfect for installing watchmaking machinery. Secondly, the financial crisis at the time offered a blessing in disguise for the new investors, who managed to purchase "for a song" some CNC machines that had been pre-ordered but cancelled by other brands.
The premises were fitted out between January and August 2009 and, astonishingly, by the end of 2009 Armin Strom had already presented its first in-house mechanical calibre. Today, only five years later, Armin Strom is a veritable brand boasting 12 different in-house calibres and a clearly structured collection, with each line - from the Manual up to the Tourbillon Gravity (the "Gravity" appended to an Armin Strom model means that it is powered by the force of gravity and is thus self-winding) being offered in four "elemental" configurations: Air, Earth, Fire and Water.
The elements
Aside from ensuring an unparalleled consistency of design across the line, the use of the elements offers four highly distinct looks to each line. The "Air" models, suffused with white on the strap and outer "ring" (the watch has no dial, in continuation of Armin Strom's philosophy of skeletonisation), are the most feminine, while the black PVD case of the "Earth" models and black ring with black leather strap, offers the masculine opposite. In between are the more classic designs of the "Water" models, with their stainless-steel case and the luxury touch of the "Fire" models, with an 18-carat red-gold case.
The "lip" at 6 o'clock on the case is also a distinctive trait of Armin Strom and stems from the craftsman's desire to have a space on the watch for personalization. A subtler, yet equally important, distinguishing characteristic is the slightly off-centre axis for the hour and minute hands, which is the brand's way of highlighting the in-house provenance of its movements. Only a company in total control of its own production and unreliant on third parties can allow itself such a discreet luxury.
Just like the much bigger brands whose shadow Armin Strom lives under in the industrial watchmaking city of Biel, the company employs a powerful combination of partnerships and ambassadors in its marketing portfolio, the most significant of which is undoubtedly the brand's association with the Marussia Formula 1 team, which is already in its fourth season.
Despite the communication efforts akin to a big brand, Armin Strom's pretensions remain modest. Its annual production hovers around the 1,000 mark and its latest collections, such as the Racing collection that is hitting the stores around now, are only produced in limited quantities, in this case only 100 units per reference. It's a level of rarity that could be qualified as reassuring for this remarkable niche manufacture brand.
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Tennis & Timepieces - A Watch Connoisseur in Paris
WORLDTEMPUS - 27 May 2011
During the Australian Open in January, Robin Söderling was asked what people would be most surprised to know about him. The Swede, currently number five in tennis's world rankings, answered, "Probably that I love watches."
For insiders, this wasn't a big revelation. The two-time French Open finalist is a true aficionado and always wears interesting timepieces on his wrist. He's not the only one, but he is a man who likes "different" watches. "If you walk around the tennis tour, everybody seems to have a nice watch - but I don't really like the obvious ones. In the beginning, maybe yes, but then to have a good brand or a nice model that not many others have is a pretty nice feeling. These are the types of watches you find when reading a lot of watch magazines," he says before jokingly adding, "Well, half of what I read about watches I don't even understand, but I still think it's cool and I try to learn!"
The more Söderling learns about watches, the more careful he is about choosing his next timepiece: "I never go out just to buy a watch, I never decide on the spot - I always like to look at different watches and to think about it. I buy them as a reward. I always think that the next time I win a tournament I'm going to buy that particular watch I've been thinking about."
Time to Kill
His reward doesn't have to be related to a tournament win, actually. A year ago, after beating Tomas Berdych in the semifinals at Roland Garros, he got the Hublot Big Bang he'd been eyeing. When will he get his next timepiece? Maybe soon. Söderling is back in Paris trying to at least emulate his killer performances of the past two years, where he ended two outstanding Rafael Nadal and Roger Federer records: in 2009, in the fourth round, he beat Nadal and still is the only player to have ever beaten the Spaniard at the French Open. In 2010, he overcame Federer in the quarterfinals, ending the Swiss champion's incredible run of 23 consecutive semifinals at Grand Slam tournaments.
Federer is a well-known Rolex ambassador, whereas Nadal has caused quite a sensation sporting ultra-expensive Richard Mille timepieces, from the $550,000 RM027 tourbillon he wore last year as his good-luck charm to his new RM035. And Roland Garros is sponsored by Longines. Söderling is still thinking about a possible sponsorship and looking at different brands, but he won't rush; he never has when it comes to watches.
"Good watches are expensive. When I was young and started to win more matches, I really felt I could buy a good watch and I wanted to have a Rolex - and actually the first really nice watch I bought was a pre-owned steel Daytona chronograph that I saw in a shop in London in 2006. I still like it a lot, but these days it's my girlfriend Jenni who has been wearing it; it became a bit small for me, but I reckon small and thin watches are back."
He didn't have to buy the second good timepiece of his collection. "I got a gold Bulgari Diagono Professional Diving as a gift from the tournament in Bastad - they were happy I played there for so many years, and I was really happy with the present." During this very interview, Söderling is wearing an Audemars Piguet Royal Oak Offshore Volcano, also known as "The Jarno Trulli."
"I bought it during the U.S. Open in 2009," he says. That year, in New York, he had been undecided between the Royal Oak Offshore and a Jaeger-LeCoultre Master Compressor Extreme W-Alarm. Then he opted for the Volcano.
Deep Purple, Hard Rock
There's a watch in his collection that Soderling particularly appreciates and whose b looks match his powerful "hard-rock" style of tennis: a Graham Chronofighter Oversize Diver "Deep Purple." "I had been looking at Graham, because Thomas Johansson has a friend who owns a watch store in London and they sell Graham - he showed them to me a few years ago." The "Deep Purple" is a stunning limited edition of 500 pieces of the Chronofighter Oversize Diver in black-and-purple. It perfectly embodies the Swedish star's taste for niche brands and exquisite, sporty timepieces. "When my girlfriend Jenni and I went on vacation last December, we went diving a lot and I really wanted to test it, so I brought the Graham along."
At the Estoril Open in Portugal, Söderling took the time to visit a small watch exhibition by tournament sponsors Boutique dos Relógios in the VIP area. There he appreciated some fine timepieces from several top brands - from Richard Mille to IWC. "For a man, a watch truly is the best thing," he says. "I don't really like earrings or necklaces or bracelets, so a watch is the best accessory and a way of expression for a man."
And what better way to express himself than wearing a fabulous Audemars Piguet Royal Oak Concept at the photo shoot for the cover of King magazine? "They brought it from a watch store in Stockholm called Nymans Ur; it's a really nice store where they sell some incredible watches...unfortunately they didn't let me keep it after the shooting was over."
Maybe he'll get it if he finally wins Roland Garros. It won't be easy; he is on collision course with Nadal, who he is expected to face in a blockbuster quarterfinal. In six appearances at the French Open, the Spaniard has won the title five times - and Söderling was the only one to defeat him on Paris's slow red clay courts. If and when they face each other, time will surely stand still for all tennis (and watch!) aficionados.
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Rolex - Datejust Special Edition
This bold incarnation of a feminine classic, in its 34 mm 18 ct EVEROSE gold case, enriches a collection already offered in yellow and white gold.
Seductive charm of EVEROSE gold
The 18 ct Everose gold of the case, bracelet and bezel sets the tone from the outset: an exclusive Rolex alloy, captivating in its inherent lustre and nobility. A mixture of serenity and vitality, sobriety and audacity, it exerts an irresistible power of seduction and gives the watch its b personality. Around the bezel sparkle 12 brilliant-cut diamonds, elegantly showcased in 18 ct white gold settings. The effect is luminous, exquisite, enchanting.
Dream dials
Dazzlingly delicate, the Goldust Dream dial is a subtle, refined marriage of white or black mother-of-pearl and gold dust. The mother-of-pearl is embellished with a new nature-inspired motif and an exquisite design in pink gold dust applied in a fine layer via a patented PVD process which preserves the mother-of-pearl's natural structure while giving it a highly original metallic sheen. The slightest ray of light illuminates this magical dial with iridescent reflections that make the fine strata of the mother-of-pearl shimmer in a subtle play of light. Each of these dials, with a large gem-set numeral at 6 o'clock, is a unique, refined work of art, striking in its delicate splendour.
Distinction and precision
The new Oyster Perpetual Datejust Special Edition stands out thanks to its gracious, curved lines, its feminine form and its new, elegant invisible clasp. It is also an Oyster with peerless precision and reliability, a waterproof chronometer equipped with a Perpetual rotor self-winding mechanical movement. A trusted companion under all circumstances.
The lady who wears this watch looks ahead, stepping confidently towards her future. She glances at her watch, living the present to the full, her sights already set on expanding horizons.
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Trend - Big Ego Watches
WORLDTEMPUS - 18 March 2011
"If you're shy, you cannot go round with this car. It's a special car for special people. You need a big ego. It's like going out in the evening with a beautiful woman - it's not for everyone," said Daniele Adetto, responsible for the PR of the Lamborghini Countach, talking to Morley Safer of the U.S.'s "60 Minutes" TV show back in 1987.
This powerful Italian car certainly was a spectacular piece of work. Only three left the Italian car factory back in the 1980s each week - hand assembled, of course, it was the hottest car around back then: dramatically low, fitted with a large back spoiler and looking like "a sexy virgin" in white, according to Adetto.
Watching the interview on YouTube, I cannot help comparing the Countach with some of the spectacular watches offered on the market today. These watches look like nothing else, and they are created by people who not only explore creative and innovative high-end horology, but also understand how to communicate it.
The Ego Watches
Wearing a watch like the Roger Dubuis Excalibur Double Tourbillon, the MB&F ReBel, Urwerk's Tarantula, or the ultra-light Richard Mille RM 027 Tourbillon undoubtedly demands a certain ego.
These watches are the crazy Lamborghini of the 1980s. These watches are the impossibly long-legged Brazilian beauties that leave a fancy restaurant strutting their stuff between the tables - holding your hand. These watches certainly take a certain kind of man with a certain kind of ego. These watches, indeed, are not for everyone, as Adetto claimed of the Lamborghini.
Anyone can buy a Rolex, Breitling or Omega and be an instant member of the luxury watch club. But people wearing one of the more exotic watches mentioned here belong to a very different kind of club. They would probably never wear a Rolex, Breitling or Omega again (however, this is most likely where they started out when they entered the horological scene). These watches are, of course, nice, but they are too commercial for an experienced person in the know. They do not boost the inner horological ego that demands something way out of the ordinary.
Wear with Caution
Remember the movie classic "Cannonball"? Adrienne Barbeau and Tara Buckman starred as Marcie and Jill: two Spandex-clad hotties in a black Lamborghini Countach. Pretty? Yes. Over the top? Indeed!
Just like a Countach driven by the wrong guy will expose him as a poser trying to compensate for losing his childhood sweetheart to Butch the Bully, so an Excalibur Double Tourbillon on the wrong wrist will expose the nouveau riche, the fake enthusiast who does not understand that such extravagant accessories are like every other human endeavor: understatement wins you the respect you deserve. So buy the RM 027, but wear long sleeves. Indulge in the Tarantula, but only wear it in the company of friends. And in the name of everything that's holy, don't drive a Countach AND wear a ReBel at the same time.
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Arcadia - Rebirth of the Brand
Swiss watchmaking has continued to reinvent itself throughout the centuries as Swiss craftsmen, inspired by their passion and love of tradition, strive to enhance their precision expertise.
Maison Bunter, one of the leading specialists in major complications and jewel-setting, has been fired by such passion for some 155 years. Today Bunter is proud to present Arcadia: an innovative watchmaking concept that rises to the challenge of reviving one of the greatest emblems of Switzerland's watchmaking heritage.
During the 19th century the Arcadia brand was the symbol of Swiss watchmaking excellence and the standard-bearer of the celebrated Fleurier Watch Company, whose creative approach would inspire generations of watchmakers. Now, after falling victim to the 'quartz revolution,' Arcadia, and its incredibly avant-garde models, are being reborn under Bunter President Claude Sanz - a passionate devotee of watchmaking history.
This new adventure, imbued with unfettered imagination, offers a fresh approach to communicating the values of traditional Swiss watchmaking around the world.
HISTORY
1858 - 1970 : Arcadia
In the early 19th century Swiss watchmaking - hitherto a craftsman's activity - enjoyed one of its earliest industrial booms.
Thanks to Edouard Bovet, one of the first watchmakers to target the Far Eastern market, the number of watchmakers in Fleurier (a village in the Val-de-Travers near Neuchâtel) more than tripled inside 30 years.
Jules-Samuel Jequier, who was born in the village in 1835, chose to devote his life to watchmaking from an early age. He joined Bovet in 1856 after training as a jewel-cutter and, thanks to his enthusiasm and entrepreneurial zest, rose swiftly through the firm's ranks.
Later, helped by his five sons, Jules-Samuel Jequier founded the Fleurier Watch Company, a manufacturer devoted to jewel-cutting and designing watch calibres. The growth of the watchmaking industry would inspire the Jequiers to launch a number of different watchmaking brands.
Among them: Arcadia.
rcadia was founded in 1858 and became the flagship of the Fleurier Watch Company. The classically-inspired Fleurier brand enjoyed great renown among connoisseurs of quality watches, epitomized by names like Breitling and Rolex.
Arcadia watches displayed amazing creativity for the time.
This avant-garde brand produced some particularly stylish collections, typified by some of its early 20th century models - symbols of Swiss ancestral tradition imbued with modern, indeed contemporary, vision.
But the arrival of quartz was to be the downfall for many Swiss watchmakers, who failed to realize the importance of the 1970s electronic revolution. Swiss mechanical watches were left behind by cheap, mass-produced, electronic watches from abroad. The resultant economic crisis lasted 15 years and threatened the entire sector, coming close to completely destroying traditional Swiss watchmaking.
Many Swiss watchmaking firms were forced to close, taking with them the brands which had underpinned their success. Arcadia was no exception and, over a century after its launch by the Fleurier Watch Company, sank into oblivion.
2010 : Rebirth of Arcadia
Arcadia represents the crowning glory to an exceptional career and the fulfilment of a dream for a man to whom watchmaking is far more than a job. Claude Sanz cuts a unique figure in the watchmaking world: a trained geologist and mineralogist, as well as an expert in setting and mechanical complications.
Nearly forty years ago Sanz acquired Bunter, a firm specializing in the cutting of industrial stones and rubies needed for watchmaking. Today, thanks to their mastery of invisible settings and de luxe, made-to-measure projects, Bunter are recognized by all the pre-eminent Swiss watchmaking firms.
For Sanz, work is a passion: a passion for timepieces, for horological savoir-faire and for watchmaking history. It is also a dream... one he has secretly entertained for many years, to blend his skill and experience with the launch of a watchmaking brand that would write the final chapter of a story that began 35 years ago.
"When you make watch components, you inevitably think about creating your own brand," says Sanz.
But his ambition goes further. As a keen historian, he dreams of pursuing the mission of a Swiss watchmaking firm in the purest mechanical tradition - albeit one adapted to the contemporary era.
In the 1990s Claude Sanz learnt about the incredible story of the Fleurier Watch Company and its star brand, Arcadia. He was fascinated by this forgotten watchmaking venture, and promptly decided to take over the Arcadia brand - which had fallen into the public domain - and revive its century-old traditions. "Arcadia calibres were highly innovative for the time, and the Fleurier Watch Company was considered an international ambassador of Swiss watchmaking," he explains. Today the industry is witnessing a return to small mechanical movements, so Arcadia is perfect for the 21st century! It's the start of a whole new adventure.
The Arcadia renaissance is underway. With Bunter's structural and technical support, Claude Sanz has set about renovating each Arcadia calibre in the purest watchmaking tradition, inserting them into modern cases with sleek designs, made using the latest avant-garde technologies and materials.
A combination of the richness of the past and the boldness of the future, Arcadia aims to showcase and perpetuate an exceptional, time-honoured, heritage on the international scene - and restore the prestige of a watchmaking symbol that was the pride of Switzerland for over a hundred years.
AC01 : Transcending tradition
With its modern, virile look, the first re-edition of the Arcadia collection strides confidently into the 21st century - while retaining the utmost respect for watchmaking's greatest traditions.
This can be seen in the powerful design of this audaciously restyled retro model. While retaining its DNA - rounded shapes for the watch and displays within a tonneau case - the Arcadia AC01 has been entirely redesigned in line with today's technical codes. This new design approach is one of extremes: the watch combines harmonious volumes with aggressive elegance, with visible screws and push-pieces reworked to appear part of the case.
The watch is made from such avant-garde materials as titanium (for the case), carbon (for the split-level dial), and anti-allergenic technological fibre (for the strap), married to watchmaking functions that evoke the awesome savoir-faire of the Fleurier Watch Company: the hour-and-minute display in the centre of the dial is surrounded by four skillfully juxtaposed sub-dials with original, extra functions (including chronograph, date and 24-hour time-zone index). The automatic movement, with 18-carat pink gold rotor, can be admired through a transparent case-back.
Watchmaking tradition transcended! The watch is edited in a limited series of 275, and offered for sale with a revolutionary concept ideally suited to the era of new technologies: much in the manner of an iPhone or iPad, all data linked to the model (guarantee, aftersale service, orders for further timepieces) is entered on a USB key given to the owner and activated on-line at time of purchase.
Another novelty: each Arcadia model comes with a travelling case in supple, ultra-resistant neoprene for easy transport and maximum protection.
[Rating: 5 / 5 stars]
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