Quartz Crisis’ Opens A New Opportunity For Fashion Brands To Enter The Watch Industry

In addition to the phrase ‘more professional than fashion brands, more fashionable than professional watches’, what else can better describe the professional watches launched by fashion brands? If it were not for the quartz crisis of the 1970s and 1980s, fashion brands might not have entered the watch industry so early. Hermes enamel watch
     The quartz movement, which is cheap, accurate, and easy to maintain, has impacted the traditional watchmaking industry and lowered the threshold for the watch industry. However, without a self-moving movement, the watch will appear shallow. Apart from talking about design, there is not much to talk about, and of course it cannot enter the mainstream watch market.
     The top fashion brands that have tasted the sweetness of the watch industry obviously also want to have a certain right to speak in the watch industry. They either cooperate with the top brands to launch professional watches, or start their development by acquiring a small watch factory in Switzerland to establish their own watchmaking base. Independent movement, step by step into the professional watchmaking industry.
Hermes enamel watch
     ‘Luxury brands have strong capital. They integrate the resources of the Swiss watch industry well and can be quickly integrated into the field of high-end watches. These brands cooperated with Swiss watch factories in the early days, but the resources were scattered and the industry was not System, there is no complete series. Later, they began to acquire peripheral resources, such as watch band factories, watch case factories, etc., to improve their own watchmaking by controlling shares. ‘Senior watchmaker Chang Wei summarized top fashion like this The road to brand watches.
     For example, Hermes established the first exclusive watch production workshop in Bill, Switzerland in 1978, expanded the watch department in 1998, and invested a lot of resources in the new factory of Hermes watches. After launching a Dressage watch with Hermes H1928 movement in cooperation with the Vaucher movement factory in 2003, Hermes bought a 25% stake in this movement factory in 2006, and then acquired a well-known Swiss watch with a history of more than 125 years. A 32.5% stake in JosephErard, a shell-making company. Through investment and cooperation, Hermes has introduced its own unique models to the market. These watches are equipped with Hermes mechanical movements.
Fast professional shortcuts
But more top fashion brands take a ‘cooperation’ shortcut.
Chanel J 12 Quartz Ladies Watch
     The most representative of them is Chanel. Chanel, which entered the watch industry only in 1987, began to design designs, mainly quartz movements, and was commissioned to manufacture in Switzerland. Soon, in 1993, Chanel began to acquire watch factories, and developed products with its own movement and brand identity. The introduction of the J12 watch in 2000 earned Chanel a good name, and also gave Chanel a label of ‘technical school’ to distinguish it from other fashionable watch brands. In 2008, Chanel cooperated with the famous old Swiss watch Audemars Piguet factory, launched the Calibre 3125 equipped with Audemars Piguet automatic movement in the J12 series, and was regarded as a classic by many collectors. It also explored a ‘quick specialization’ ‘path of.
Dior Grand Bal Haute Couture
     Since Dior officially launched the watch series in 1975, while emphasizing the integration of the brand’s haute couture elements into the watch design, it has also continued to make articles on the breakthrough of the movement. Until 2005, when ‘borrowing force’ Zenith, Dior launched the Chiffre Rouge Irreductible chronograph with Zenith ElPrimero high-frequency chronograph movement, Dior also announced that it has entered the ranks of advanced complications watch.
     The road of “cooperation” and rapid professionalization with professional brands has been praised by many brands today. Zegna tasted the sweetness of cooperation with Girard Perregaux in the special series of centennial celebrations, and also tried to set foot on the road of professional watches.
     At the Baselworld Watch Fair, many top fashion brands are also showing their strengths: Louis Vuitton’s TamborSpin Time Scroll Watch, Dior VIII Watch, Chanel Première Floating Tourbillon Watch, all without exception Demonstrating the brand’s achievements in sophisticated watches …
     ‘Now, the line between some fashion watch brands and traditional watches has been blurred. They all have their own watchmaking factories, and they are no longer the traditional fashion watch brands.’ Pan Jian, editor-in-chief of Fashion Time Say.
     This shift in the professionalization of fashion brand watches is good news for consumers, especially female consumers. Jessica, a senior affairs manager in a Hong Kong-owned shopping mall, just bought a Chanel J12. ‘The reason why I chose this watch is that it is thicker and more connotative than ordinary fashion watches,’ Jessica said. ‘And J12 often appears in The back cover of a fashion magazine, I think it has the same characteristics as the 2.55 bag, and it can be seen at a glance. There are also many magazines that use it to match clothing, and can draw on different effects! ‘
     In the opinion of brand expert Gu Huanyu, although fashion luxury brands are lacking in the traditional watch culture, this has not affected the ‘non-professional’ watch consumers. Today, every year There are hundreds of new models. In addition to the particularly outstanding technology with epoch-making significance, consumers wearing watches will pay more attention to the first impression. Fashion brand design models pay attention to the concept of design and production details, and can provide Customization and other services are undoubtedly also an advantage in the fierce competition in the watch industry.
     ‘These fashion brands’ entry into the field of professional watchmaking has undoubtedly broadened people’s understanding of clocks. These brands are not only inferior to professional watchmaking brands in the development and production of professional movements, but also more innovative in the design of dials and cases. ‘Because these fashion brands are famous for their own design, it is a matter of familiarity for them to apply the design elements of their fashions to the design of watches.’ Chang Wei said.

Radar Isa Series The First High-tech Ceramic Touch Watch

Minimal but not simplify

 RADO Swiss radar once again turned everyone’s dream into reality. A tactile controlled full-body high-tech ceramic watch for women. The latest technology combined with the most moving sensory factors has created this unique and outstanding product.

 Watch technology developed for women can be described as very rare, and RADO with its eSenza Ceramic Touch watch once again shows its unique vision, but also ahead of competitors’ unique vision.

 Set the time by tapping and swiping with your finger on the edge of the case – the hour hand on the left and the minute hand on the right – with one touch, you can adjust the time to fly forward or backward.

 Easy to operate and exquisite in appearance, the eSenza Ceramic Touch watch is an excellent watch for women. While showing noble temperament, women’s nail art is always kept in perfect condition.

 Developed by the Rado design team of Rado, combining touch technology from within the Swatch Group and our expertise in high-tech materials-This series is entirely made of high-tech ceramics-Warm to the touch-The case has a smooth curved oval-in one go.

 This watch not only maintains its sparkling luster over the years, but also has a battery life of up to four years, much longer than the standard quartz watch.

Sensory Touch Settings

 The single-structure case, which is made under high pressure using a sophisticated and sophisticated injection molding process, guarantees the success of high-tech ceramic touch technology.

 The watch case made of metal acts as a barrier between the outside and the internal circuitry. Due to the insulating nature of high-tech ceramics, this watch gives the wearer the ability to control the watch’s core circuits. The electrodes can “perceive” the fingertips on the case through the ceramic medium.

 Because this watch features a tactile design, it needs to be worn on the wrist during setup. The close contact between the skin and the stainless steel back cover ensures that the Swiss Rado eSenza Ceramic Touch can become a body Extension.

 Six new models in this collection-three black and three white-represent the first round of a forthcoming series.

 More than fifty years ago, Swiss radar revolutionized the watch industry with its use of materials beyond traditional. As successful as it was many years ago, Swiss radar took the same risky move in 2013 and became the world’s first.

RADO Swiss radar: from big to simple.

 RADO eSenza Ceramic Touch Black Watch
 Ref: 277.0093.3.071/277.0093.171/277.0093.3.015

Movement 11 ETA F10.101, quartz, 5 gems, 2 hands, crownless touch, no date display
Case Black polished high-tech ceramic
   Black PVD-coated steel case back
   Torus sapphire crystal
   Water resistant to 3 bar (30 meters)
Dial 071 black, jubilé, 4 diamonds, 120/125, top Wesselton diamonds, fully cut, 0.028 carats
   Silver radar logo printed
Dial 015 black, 12 rhodium-plated indexes
   Silver radar logo printed
Hands rhodium-plated
Strap 071/015 Three rows of black polished high-tech ceramics Titanium tri-fold safety buckle
Strap 171 Black satin strap Stainless steel buckle
Dimensions 33.0 x 42.0 x 8.4 (width x length x thickness in millimeters)

    RADO eSenza Ceramic Touch White Watch
 Ref: 277.0092.3.071/277.0092.3.171/277.0092.3.001

Movement 11 ETA F10.101, quartz, 5 gems, 2 hands, crownless touch, no date display
Case White polished high-tech ceramic
   Stainless steel case back with ring sapphire crystal
   Water resistant to 3 bar (30 meters)
Dial 071/171 white, jubilé, 4 diamonds, 120/125, top Wesselton diamond, fully cut, 0.028 carat silver radar logo
Dial 001 silver, 12 rhodium-plated indexes
   Silver radar logo printed
Hands rhodium-plated
Strap 071/015 three rows of white polished high-tech ceramic titanium tri-fold safety buckle
Strap 171 White satin strap Stainless steel buckle
Dimensions 33.0 x 42.0 x 8.4 (width x length x thickness in millimeters)

Superb technology behind trigger timepieces

 RADO launches the new eSenza Ceramic Touch watch, realizing a new breakthrough in watchmaking technology. Swiss Radar’s technical and material experts collaborate with watchmaking experts to ensure that touch technology is as flawless as watch design.

 Since high-tech ceramics are natural insulating materials, RADO has more than 25 years of expertise in the field of high-tech ceramics as a direct advantage. The non-conductive nature of high-tech ceramics makes it an ideal material for making tactile devices.

 The quartz movement consists of a number of key components, including two chips that control the watch software. The movement is tightly embedded in the high-tech ceramic case. Between the movement and the integrated high-tech ceramic case are four electrodes, which are installed at 2 o’clock, 4 o’clock, 8 o’clock, and 10 o’clock. position.

 When the fingertip acts on the electrode through the high-tech ceramic case, it will act as a stray capacitor and adjust the frequency of the oscillating circuit.

 When the movement detects that the fingertips touch the case in a certain order, it will instruct the chip to let the motor drive the hands, so the setting and resetting time can be completed with a simple touch.

The stainless steel back of the watch is also an indispensable important component, because it is the ‘contact point’ between the watch and the wrist, and it is the reference medium for the circuit to be energized. Because it does not have a crown, it should be worn on the wrist when setting and resetting the time of the RADO eSenza Ceramic Touch watch.

 RADO eSenza Ceramic Touch Time Setting Guide

1. Wear your watch on your wrist.
2. To activate the tactile function, set the watch to the setting mode. After touching the 8 o’clock position of the case for about 5 seconds, quickly slide your finger over the right side of the case. The watch will now emit a short beep.
3. When setting the hour hand, slide your finger clockwise along the left side of the case to adjust it for one hour, and slide it counterclockwise to adjust it for one hour.
4. When setting the minute hand, slide your finger clockwise along the right side of the case to adjust it for one minute forward, and slide it counterclockwise to adjust it for one minute backward.
5. To make the minute hand move forward faster, press and hold the case’s 4 o’clock position, and to make the minute move backward faster, press and hold the case’s 2 o’clock position.
6. To exit the setting mode, touch the watch at 8 o’clock for at least two seconds. The watch now emits two beeps. The setting mode is now disabled.

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