March 7, 2010
Watchmaking anno 2010 – an art or a science?
Nowadays, a lot of innovation brought to the market are masterful pieces of engineering that do not always work as well. Double Tourbillon, triple axes…It sometimes feels that form has taken over from function. Although we do get excited by these master pieces of engineering, we can also still get very excited by a movement that actually works, and works very well and very precise. Function first! We got a lot of inspiration from Henry Royce that set out with a very similar vision when he created the foundation for the Rolls Royce brand as we know it today.
So when we are in technical meetings and people get overexcited by the solutions or new technical inventions, I often ask: “So what is the problem we are trying to solve with this new technology?”
Thus, when we were working on our Grand Tourbillon XP1, the issue at hand was clear. The TB is invented to deliver higher precision than a normal mechanical watch. However, the vertical positions have variations of amplitude and precision caused by the TB cage itself. But we felt there was an opportunity to minimize the force used for the escapement in the cage, and if we could eliminate oil or grease in the escapement with the use of modern materials, then this would be a plus as well.
We believe we have made a huge step forward in the precision of the TB movement. Key enablers for the step forward have been our Patented Perfect Balance Cage and the silicium escape wheel and lever with silicium oxide coating to avoid unnecessary power and efficiency loss. We can guarantee all our movements between 0-2 seconds/24hours, and we have already produced one that did much better!
Can we do better? The aim is to come as close to zero as possible, so we have a mechanical movement that is always accurate. Wouldn’t that be cool? We believe it is possible, and for sure it is a nice aim to pursue.
Personally, I believe our Ateliers deMonaco watches are pieces of art, that have embraced modern science to make them also functional as perfect as possible. Like the painter who studies his subjects for a long time before he can reach the highest level of perfection, our pieces feel they get better and more perfect with time as well. Let’s talk in 20 years to see how close to our dream we could come.
Pim
March 5, 2010
After closing out 2009 and having visibility over the first quarter of 2010, we can conclude that the business looks very strong. We are projected to sell as many watches in the first quarter of 2010 as in our launch year 2009, and we are only at the start of creating a global reach by the end of this calendar year and have high hopes that Baselworld will further catapult the brand into the world-stage. This is more than encouraging, as this allows us to let money flow back into the business to build the brand image and further invest in innovation. But, if we would have gotten $1 for all the advertising and sponsor requests that has hit our inbox, we would be rich by now!! Or said differently, there are many people that want to sell you something, yet only a few are able to help you achieve your goals or make a difference for you. And even the list of those people and activities that we believe are the right ones, is much longer than what we can afford.
So, how do we decide which one to thank for, and which once to consider?
We have been very strict in determining which key attributes are required for our brand to succeed in the market place. Any activity that helps achieve one or preferably a combination of these attributes, ranks higher on our priority list. The attributes are:
- Become rooted in Monaco: we want to be an integral part of the society we are part of. This as the inspiration for what we do as well as the social responsibility with which this comes;
- Build credibility in our watchmaking craftsmanship: we are working with some of the most talented people out of the industry, both within our own company as well as with the partners we have selected outside our company;
- Become the forbidden fruits for just a few: targeting, targeting, targeting…
Based on the above, we have been a proud participant in the Only Watch Auction to support the research into Duchenne muscular dystrophy, as well in GTE and Baselworld - the latter events clearly aimed at the watch ‘aficionado’. The hypothesis we have is that to become irresistible, we need to become the best kept secret of the luxury industry or a hidden treasure for people in the know. To achieve this, anything that smells mass is the kiss of death: exclusivity reigns and bespoke rules.
We’ll keep you updated what happens in Basel as of next week……
March 4, 2010
We are proud to announce a partnership with CNN Magazine, a luxury travel magazine produced for high-end business passengers.
With big events in the calendar like Baselworld in March and Top Marques Luxury Fair Monaco in April, we were looking for ways to unveil the brand in the context of today’s realities, contrasted with tomorrow’s (travel) aspirations, a duality that forms a key cornerstone of the brand’s positioning.
Collaborators are some of CNN favorites such as Richard Quest, Larry King, and Christiane Amanpour, and content of the magazine also covers groundbreaking and in-depth features about travel, social, and environmental issues from around the globe. Importantly, with over 680.000 high-end readers across the world, this helps us establish our brand image with the appropriate target consumers.
“We wanted to send a powerful message that we are committed to build this brand with the right A-list globally recognizable partners” says Elisabeth van Pappelendam, PR Manager of Ateliers deMonaco.
February 12, 2010
We are excited and proud to announce a new milestone in the journey of the brand: our debut in the world’s premier watch event - Baselworld.
During Baselworld we are planning to officially launch and present our own in-house developed and manufactured Tourbillon Minute Repeater: the Carré d’Or Squelette - TB-RM1, on which we wrote extensively in our former blog.
Baselworld 2010 will take place from March 18th-25th in Basel, Switzerland. Ateliers deMonaco is located in the Hall of Inspirations (Hall 4.1) at C31. Block the data as we are looking forward to show you our collection ‘live’!
February 6, 2010
Monaco, February 2010
The way to overcome an economic crisis is to do the counter intuitive: Innovate more, bigger and faster. With this in mind, it is our pleasure informing you about a new and exciting development for our brand, the finalization of our own in-house developed and manufactured Tourbillon Minute Repeater: The Carré d’Or Squelette - TB-RM1. With this latest invention, Ateliers deMonaco joins a very exclusive group of only a few watch makers in the world that have the ability to design and manufacture such a complication in-house.
 Carré d’Or Squelette - TB-RM1 Some special features of this exceptional time piece are:
- The dial is an hand cut open dial (skeleton), enabling you to look directly onto the movement.
- The movement is hand engraved with every sunbeam of the pattern carved into the movement by hand, one at a time; Each sunbeam represents 1 minute. Hand engraving 1 sunbeam stripe takes about 15 minutes, making the total engraving task adding up to almost 1000 minutes for each individual movement!
- The movement is our own in-house developed and patented ultra precise Grand Tourbillon XP-1 tourbillon.
- The Grand Tourbillon is floating behind the sapphire bridge with double anti reflexion coating on the front and a hand mirror polished bridge on the back.
- The back has the unique 3 dimensional deMonaco engraving, a signature trademark of the brand;
- Speed regulation of minute repeater with 18K gold weights to minimize access sound.
- The highly complicated case construction (55 components ) with the activation mechanism is fully hidden in de 18K gold side panel.
- One of the few, if not the only, waterer resistant square minute repeater case in the world.
- Lastly, it is made in a limited edition of only 8 pieces worldwide.
 Close up - Carré d’Or Squelette - TB-RM1 The watch comes in a special case that is designed as a resonance box. The wood chosen is curly maple, often used for exclusive musical instruments like Stradivarius violins due to the deep sound it can produce as well as beautiful pattern. The base plate exists of 2 parts “bookmatch”, which means it was originally one piece of wood, that is cut apart like opening a book. As a consequence, you have almost perfect mirroring patterns aiding visual depth and light reflection.
The watch will be officially presented to the public during Baseworld in March and Top Marques luxury show in Monaco in April.
And it is creating already some good buzz and excitement with the on-line community. have a look at: http://www.thewatchlounge.com/ an on-line magazine well worth tracking!!
In case you did not know, you can down-load High Res photo’s from the press corner on our website!
 Iconic back side Carré d’Or Squelette - TB-RM1
January 27, 2010
January 20, 2010
Another busy and rewarding day thanks to all those enthusiastic and passionate visitors! The most rewarding comment was that “they were impressed by the mechanical movement and precision of the watches”, something you cannot get from a picture, Pim Koeslag said.
January 19, 2010
What do you get if you pack 38 independent watch manufacturers in a venue and you allow them to talk about their watches and passion for the industry all day? Yes, the Geneva Time Exhibition! In a very relaxed atmosphere, the Geneva Time Exhibition has opened its doors since last Sunday to allow independent watchmakers to showcase their fruits of passion, and Ateliers deMonaco is a proud participant too.
And from the moment the doors opened, we have had a constant stream of international visitors from press to retailers to end-consumers that share our passion, and were willing to listen and appreciate the stories behind the innovations and designs.
If you have the time and are in the neighborhood, it’s worthwhile to stop by.
During the GTE, we are giving a sneak preview of a big introduction that is planned for April, but you have to go and look for yourself, or keep a close track of our Blog and Facebook Fan page over the next weeks. More to come!
January 13, 2010
From Jan 17-22 Ateliers deMonaco will be present at the Geneva Time Exhibition 2010 (GTE). Launched for the first time in 2009, the GTE is organized for independent watchmakers to show off their new concepts, cutting-edge technology, up-to-date materials and high-precision movements. This year, 38 independent watch brands will exhibit their precious time pieces. Although watch industry professionals are the target group, passionate watch lovers are more then welcome too!
We hope to see and meet you at the GTE! If you are not able to come, look out for an impression of the fair in our blogs to come.
The Independent Watchmaker’s Fair
from January 17-22, 2010
at the International Conference Center Geneva
Opening hours:
Sun 17 Jan 2:00pm–8:30pm
Mon 18 – Thurs 21 Jan 8:30am–8:30pm
Fri 22 Jan 8:30am–5:00pm
For more information, visit www.geneva-time-exhibition.com or email betty@ateliers-demonaco.com.
January 11, 2010
What a way to say goodbye to a turbulent year 2009! Ateliers deMonaco ended the year on a high note by being one of the star new entries at the Millionaire Fair, held in Amsterdam (Netherlands).
With this year’s edition opened by the Duchess of York Sarah Ferguson, the Millionaire Fair is known as the World’s Leading Luxury Fair. A place where the top of the international luxury industry meets to present their most beautiful and exclusive products and services (www.millionairefaire.com).
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Ateliers deMonaco showed its iconic collection of the Carré d’Or and the Ronde d’Or in white and rose gold. For further technical specifications, see under ‘Collection’ on the website. A visitor, one of the many watch “addicts” on the fair, stated that he “had not yet seen a watch marrying luxury, art and precision so meticulously”.
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“We love these events” stated Master Horloger Pim Koeslag as he proudly demonstrated his masterpieces to interested clients. “It gives us the unique opportunity to interact and discuss directly with our end-consumers”. “And it’s also a great source of inspiration and sometimes we even come back with completely ready baked ideas, but don’t tell anyone, otherwise they will start demanding a free time piece next time they talk to me” laughed the Master Horlogier.
Ateliers deMonaco would like to thank their Partners at Gassan diamonds, one of the worlds leading luxury retailers, for the support and opportunity given to them to showcase the watches to the real passionists…..
For further inquiries, please go to:
Gassan Diamonds B.V.
Nieuwe Uilenburgerstraat 173 - 175
1011 LN Amsterdam
Netherlands - www.gassandiamonds.nl
+ 31 (0) 20 - 624 6084
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