article #1
Breguet - An Innovative Brand
As we saw previously, the Maison Breguet, is an important character in the story of watchmaking industry. Indeed, through the centuries, the brand gave birth to a lot of inventions and innovations. The brand applied for more than two hundred patents since 1775 (date of its creation). Breguet participated to improve science and to change the way to create watches.
In 1801, Abraham Louis Breguet invented the “Tourbillon”. This invention will become the most iconic creation of the brand. It was the foundation of the wonderful story that known Breguet. The “Tourbillon” is a regulator which allows to increase the accuracy of watches. Indeed, thanks to this invention, Breguet succeed to erase the effects of earth gravity on the motion of the hands of a watch. Nowadays, the watchmaking industry made a lot of progress and can mitigate the earth’s gravity effects with easier techniques. But the Maison Breguet still produce watches with “Tourbillon”. Indeed, it is part of its history, and the brand doesn’t want to forget it. It’s also a sign of a wonderful technical achievement to use it nowadays because only few watchmakers can create it due to the high difficulties it implies.
In 1810, Breguet upset the world of watchmaking and produced the first wristwatch in the world. Indeed, at that time, people usually had pocket watches but on the request of a prestigious customer, Breguet invented wristwatches (which are common nowadays). This prestigious client was Caroline Murat, Queen of Naples. Unfortunately, Breguet’s archives don’t include sketches of the watch. We just know that it was a wonderful piece of art, the shape was oval and really thin, and the bracelet was made of gold. Nowadays, the watch is untraceable. It doesn’t appear in any public or private collections. So, if one day, you find in an old drawer a Breguet watch with the number 2639, you have a treasure in your hands!
Nowadays, the brand has a collection called “Reine de Naples” which is inspired of this watch.
Reine de Naples collection
Those two examples represent in which extent Breguet was a wonderful inventor. A lot of other inventions were made in this period of time (1775-1820) such as the first watch keyless winding system (in 1830), etc. Nowadays, inventions and innovations are still at the center of Breguet brand strategy. “It is crucial for us to maintain the power of innovation” as Breguet CEO Thierry Esslinger said.
The brand is making a lot of investments in Research and Development in order to be always on the cutting-edge of technology. However, the ambitions have changed. Now it is not about changing the outer shape of the watch but to change and to improve the technology used in mechanisms. The brand is now using new materials for their creations. For the movements of the watch, Breguet is now using silicon components and micro magnets. For the Tourbillon system, the brand is using materials such as titanium. Titanium is really interesting for the brand because of its strong resistance to humidity (Marine collection).
In any case, the goal of the brand is to increase customer satisfaction. Indeed, as we saw in the advertisement campaigns based on famous clients, customers are always in the center of Breguet’s mind. As Thierry Esslinger (Breguet’s CEO) said “We are not innovative purely for the sake of being innovative but for the goal of increasing the benefit to the watch customer”. Indeed, clients of Breguet are usually aware of the watchmaking industry and appreciate high technical products.
In this innovation race Breguet tries also to stay true to its historical and cultural background. Indeed, the brand uses only classical and simple materials. “That is a better fit for the brand” (Thierry Esslinger, Breguet’s CEO). The brand is also working in collaboration with Mr. Emmanuel Breguet who is part of the founder’s family (seventh generation descendant). He has a large knowledge of the watchmaking industry and he’s, by the way, the writer of the book “Breguet: Art and Innovation in Watchmaking”. He helps the brand in its decisions about designs of new products, etc. He ensures that the brand respects the codes and the values of its debut.
To conclude we can say that inventions and innovations are part of Breguet identity and of Breguet brand strategy. Indeed, it is one of two cornerstones of the brand (the second one being traditions and cultural and historical background). Nowadays the Maison Breguet invests a lot in Research and Development trying to impress us years after years!
- Yannis
Source:
- http://www.swatchgroup.com/fr/services/archives/2014/breguet_des_innovations_qui_marquent_l_histoire
- https://www.breguet.com/fr/histoire/inventions
- Picture: Breguet.com / https://www.breguet.com/fr/garde-temps/reine-de-naples
Article #2
Surprising but Interesting
Luxury industry is based on change and sometimes that is what makes them luxury. Rolex believes in the complete opposite, it believes that consistence equals to reliability. For a brand that believes in such a theory and still be at the top of its game is not only amusing but fascinating as well. Moreover, the marketing strategies that the company has adopted would be really intriguing.
Initially Rolex watches were called tool watches as every watch had a specific feature designed for a particular purpose, like the Oyster which made Rolex watches both practical and fascinating. But with time the idea completely changed, Rolex is the first name that comes to anyone’s mind when we talk about Luxury Watches. Swiss brands have a certain reputation when it comes to luxury and for a brand to be Swiss-made 50% of its components should be made in Switzerland and 60% of its components in the same country, Rolex takes it even a step further: Rolex designs every component in house only from the casting of gold to manufacturing the bracelet. Rolex's popular exactness is guaranteed by a chronometer declaration, as well as by the brand's in-house benchmarks, which determine that the watch be so finely balanced that it neither increases nor loses over two seconds out of each day, just some highlights on what makes Rolex so special.
- Darshan
Source- https://www.elle.com/fashion/accessories/a40860/rolex-history/
ARTICLE#3
The "mistake" on some Rolex's dials
No company is going to spend a lot of money on design, manufacturing and marketing, and let any sort of design blunder to happen especially not Rolex. Hence there must be some validity or proper reasoning for using IIII instead of IV. Rolex says that with the use of IIII, there are four hourly ticks that uses I’s, four that use I’s and V’s and four that uses I’s and X’s. Such usage creates a symmetric balance in the dial to make it more soothing to the eyes. The analysis also breaks down to boldness of each character individually. If you look at the dial, IIII was placed as to balance the VIII on the opposite side of the dial. Small details like this makes Rolex what it is today.
Source: https://www.bobswatches.com/rolex-blog/rolex-news/rolex-makes-mistake-roman-numeral.html
- Darshan
article #4
What makes Audemars Piguet’s royal oak collection so desirable?
From the previous article, we learned that royal oak collection is very popular among all the Audemars Piguet watches. What makes it so special?
Let’s talk about it's looking for a starter!
First of all, there’re three most important features of this watch. They’re Bezel, Case, and Dial.
On their website, they introduce the bezel of the watch is the most iconic aspect of the royal oak collection. Not only because of its recognizable shape and also the eight hexagonal screws.
The royal oak collection got into the market in 1972. Before it came out, the watch industry is facing a challenge that brings from the global economy. People changed they idea about watches because cheaper sports watch had come from China. And that let the luxury Swiss watch’s sales had an obvious decrease. then the royal oak collection was born. It’s a luxury watch which made of stainless steel and with maximum durability and water resistance.
But the success didn’t come overnight. It took three years to sell the first 1000 royal oak collection. Mostly because its design is too different from the traditional style, and also its high cost.
But slowly overtimes, its special has started to be appreciated by the world. And this risky move of innovation that Audemars Piguet took, lead to an amazing success that no one expected at the beginning.
-Ling
source:
https://www.audemarspiguet.com/en/watch-collection/royal-oak/
article #5
Did Hublot Big Bang really copy Audemars Piguet Royal Oak?
In recent years, this question has often been asked from both of their fans: Audemars Piguet’s Royal Oak and Hublot’s Big Bang shared a few similar features.
But one thing can be sure, it’s not a friendly sharing among these two brands, it’s a war of your words against mine.
When we look at these two brands, Audemars Piguet is one of the oldest watchmakers in history and at the same time, Hublot is a new player in the game. But one similarity they shared is that both Audemars Piguet’s Royal Oak and Hublot’s Big Bang is their most well-known work among all their watches.
As I mentioned in the last article, the features that make the Royal Oak collection amazing are its recognizable shape and also the eight hexagonal screws.
You can easily see in the picture that the feature of the hexagonal screw is very similar. Even thought Hublot’s Big Bang has only six screws the bezel. Are they really that different? Would you say their design came from two completely different watchmakers? I doubt it.
But what happened?
As I mentioned in the last post, in the 1970s there’s a change for the watchmaking business, and that’s why royal oak was born.
The watch designer, Gerald Genta, is the one who made it happened! He was inspired by a diving helmet, which has eight screws which are used to keep water out.
And Big Bang?
The designer of Hublot was intended to use the shape of the porthole which is a small round window. And the matter of fact, the word ‘hublot’ means porthole in French.
https://www.youtube.com/watch?v=XvLhJamAjAs
You can see an interview with Jean Claude Biver, who was the CEO of Hublot.
He explained the difference between these two watches.
Royal Oak is octagonal, Big Bang is round. Royal Oak came with a steel bracelet, Big Bang will come with a rubber one. Big Bang have a cover attached to it, Royal Oak doesn't have one.
So at the very beginning, these two watches were not as similar as we see today, what has changed?
Surprisingly, Audemars Piguet changed it looks by placing rubber straps onto royal oak, in 2000.
And Jean Claude Biver decided to add some screws to make it look more like a porthole due to the changing of the size of Big Bang.
You know how they said, you need two people to tango! In my option, I wouldn’t say Hublot’s Big Bang is a copy version of Audemars Piguet’s Royal Oak. Who am I to say who’s copying who? How do you know Audemars Piguet’s Royal Oak wasn’t copying the features on Big Bang?
The truth is, I don’t think these similarities are intentional copying. Even though some might say, there’s no such a thing as a negative promotion. Having the scandal of copying isn’t a good color for a luxury watch brand. After all, the customer is paying for the uniqueness and the taste they have according to what brand and design that they have chosen.
They started from a different place, but somehow they had grown closer together over time, but they’re both amazing design and are loved by their fan, that’s for sure!
-Ling
source
article #6
Audemars Piguet vs. Rolex
As we see from the previous article about the information you can find from Google search recommendation list. Audemars Piguet vs. Rolex is the most common question to be asked on google. Let’s break it down and see!
First of all, buying a luxury watch is not an easy choice to make, after all, you spend a lot of money on it. Second of all, when it comes to purchasing, we all have our own motivation, it can be the price, appearance, brand reputation or recognition etc.
From all of these different factors, few or all of them might matter to you in a different level, and these perception would, of course, affect your decision making and give you a different angle when you compare these brand.
Brand recognition
Not for everyone, but the recognition is definitely one of the most important factors for most of the people. After all, a luxury watch is a luxury product to show your social status, it’s a sign of ‘ I made it’. What’s the point if no one knows you made it?
For the brand recognition, Rolex won my vote! Rolex is without a doubt the most recognizable luxury brand, and Audemars Piguet is not. I heard about Rolex since I was a little girl, maybe from the movie, maybe from the adult, but it’s always a well-known idea that if you’re rich enough, you get a Rolex.
And on the contrary, I didn’t hear about Audemars Piguet until recent years, when I was talking with a friend who has a high interest in luxury watches.
The matter is back to the ‘I made it’ sign. Do you want to show everyone around you that you are now financial capable to purchase a Rolex or you want to impress those who actually know the luxury watches that you bought one of the brands among holy trinity?
Craftsmanship
When it comes to luxury watches, craftsmanship is one of the reasons why luxury watches are luxury watches. These two brands are both have a long history in the watchmaking industry, and during these times, they both improving their craftsmanship over time.
Audemars Piguet is more about their artistic design. on the other hand, Rolex is all about accuracy and durability. You can see these focus by comparing their movement.
Audemars Piguet pays a lot of attention on all of the detail in the movement, and they master it that’s something Rolex couldn’t. Even though Rolex is also a high-quality masterpiece, it’s missing the detail of the movement, and in fact, you can open most of the Rolex cause it has a solid back case.
Accuracy
Let’s not forget that luxury watches are still watches. The accuracy is important regards to the function for a luxury watch and for all the watches actually.
As we mentioned above, Rolex is well known for its accuracy. But how do we know? Rolex actually put ‘ Superlative Chronometer’ on their watch, and that means that the Rolex watch is been tested and has an accuracy of -2/+2 second pre day.
For Audemars Piguet, they don’t really mention anything about the accuracy. They focus more on the movement and the design of it. There's a lot of reason regard to the accuracy, some change of the environment can jeopardize the accuracy of the Audemars Piguet watch.
Conclusion
I want to start off by saying, they’re both amazing watches, that all of their watches are masterpieces.
For me personally, I think I wouldn’t choose Rolex when it comes to the time that I decide to purchase a luxury watch for myself. The reason is simple. Even though Rolex has a worldwide recognition, but that is exactly why I won’t buy it. Because I don’t like the sense of flaunting. The sign of ‘ I made it’ is for me, not for everyone. Even though Rolex has remarkable achievement in the work of accuracy, but in my option, if I can still read the time within even -1/+1 minute, I wouldn’t worry too much. Even though, it’s true that Rolex has a lower entry point compare to Audemars Piguet.
But does that mean, I’m going to purchase Audemars Piguet instead? I wouldn’t say for sure, but Audemars Piguet definitely on my list! First of all, subjectively saying, I prefer Audemars Piguet’s design and shape more than Rolex. Apart from that, one of Audemars Piguet’s distinguishing feature, which is pursuing the perfection of its movement, really impressed me. After all, I think luxury watches are more like an art than a watch.
-Ling
Source:
https://www.prestigetime.com/blog/audemars-piguet-vs-rolex.html