Brand Spotlight: Azula - Watches Making A Difference

November 19, 2014

The Kickstarter universe has been filled with various horological projects in recent months. Recently, I had the pleasure of covering a product launch for the brand LIV. I am returning to the Kickstarter universe to cover a brand that is doing something pretty unconventional in the entry-level market. For years, mainstream brands as well as boutique brands have played around with the materials used in watchmaking process. One brand is taking the idea of using non-traditional materials in watches to the next level- Azula.

Azula is the first brand to my knowledge that is experimenting with the use of fabric in watches. The idea behind the brand is two-fold. First, to incorporate a new material into the watchmaking process and second, to raise awareness about underprivileged children worldwide. Each watch is named after an underprivileged child and features a unique fabric that is specifically cut for that watch. The unique fabrics are used to sponsor underprivileged children, with each watch you are giving back.

With the launch of their Kickstarter campaign just yesterday, Azula is looking to raise $20,000 in capital to turn this idea into reality. All too often have Kickstarter campaigns been snuffed out by the reality of the market but I think Azula is doing a social good with their project and I wish them the best. This idea has legs. Certainly, the budding watch enthusiast won't trade in their Tag Heuer for an Azula but that is not the point. This brand is trying to raise awareness about social issues through the medium of watches. Interesting concept that is similar to Toms "One for One" campaign.

If any of this appeals to you, please take a look at the Azula Kickstarter page and support these guys. One of their watches would make a great holiday gift. A gift that keeps on giving.

https://www.kickstarter.com/projects/1328467224/the-first-ever-fabric-faced-watches

Tissot Opens New Boutique in NYC

November 17, 2014

This past weekend, famed Swatch Group brand Tissot launched its' second boutique here in the U.S. The new location on 45 Wall Street NY, New York marks yet another push by Tissot to seize the entry-level watch market. Located in the heart New York's Financial District, the new boutique brings a unique shopping experience for watch enthusiasts in Manhattan. Tissot is striking the perfect balance between history and functionality with the creation of this new horological space.

Featuring a historic exhibit with some of Tissot's most famed vintage pieces, the boutique is steeply grounded in the 161-year legacy of the brand. Visitors will be able to catch a glance at an 18k yellow gold watch from 1937, and a Tissot Electronic Seastar PR 516 GL from 1968 among others seminal pieces from Tissot. Given the history of this brand, Tissot is doing a great job at weaving their historical narrative into the current marketing of the brand. Another welcomed addition to the boutique is a "Watchmakers Corner." The corner will feature will an in-house Swatch group specialist for sizing and repairs.

Tissot is taking big steps in the North American market. With the launch of the second boutique in the U.S. Tissot firmly establishes a presence in NYC. “The new Tissot boutique is the perfect addition to the world's principal financial center, which is home to many top shopping experiences in Manhattan” said François Thiébaud, Tissot President. Fitting in with the ethos of brand the new boutique also has some unique departures from the traditional Tissot boutique model. Undoubtedly, the very niche offerings of the Wall Street boutique are aimed at appealing to a more upscale clientele.

On a more personal note, I am very pleased to see Tissot continue to cement its' place as a power player in the entry-level market. New York is a hub for horological passion globally. Although the market in NYC is saturated with luxury watch boutiques, the growing entry-level patronage is impressive. I commend Tissot for placing its' new boutique in an area that is highly visible for young-professionals and budding horologists. Certainly, Tissot does not plan to compete with Rolex, Omega, Cartier, Breitling but this boutique compliments the existing Swatch Group boutique presence on Wall Street- Tourbillon. Look out for pictures of the grand opening.

Brand Spotlight: Weiss Watch Company

November 14, 2014

America has a storied tradition of watchmaking that is often forgotten. An era dominated by the likes of Hamilton, and lesser-known RGM, American watchmaking is undergoing a revival right now and the public should take note. Recently, Shinola has made a huge splash on the entry-level watch market. I had the pleasure of reviewing a Shinola Sport a few months ago. If you are interested please visit - http://www.ivytimewatches.com/read-me/

Although watch purists may challenge the validity of the “Made in Detroit” moniker that adorns Shinola products, they are definitely doing something different. Fast forward to the present and newcomer Weiss Watch Company has captured the attention of audiences here in America and abroad.

The Weiss Watch Company based out of Los Angeles, CA was found in 2013. Their mission is to “rediscover the art form and historical legacy of the mechanical manufacturing process, to once again restore prestige to American watchmaking.” Weiss is the brainchild of Cameron Weiss, who is a WOSTEP Certified Watchmaker with years of experience working for luxury watch brands. With Cameron’s expertise and vision, Weiss is working towards manufacturing its’ own American made movement. “American made movement” has been a contradictory phrase for nearly the past century. Few American brands have taken on the large project of creating an in-house movement. Weiss is trying to break the mold and they are doing so very successfully.

Currently, the Weiss Watch Company is the only watchmaker in the U.S. designing, engineering, and manufacturing their own cases and dials as well as finishing each movement by hand. The newly issued Standard Issue Field Watch is a testament to everything that Weiss stands for - American watchmaking, fine craftsmanship, and understated designed. Featuring a mechanical movement with over 100 components, the Standard Issue Field Watch comes in just shy of $1000 USD for the white and black dial options. A sapphire crystal, 316L stainless steel, and an impressive water resistance of 100m add tremendous value to the overall package that Weiss is offering. The lengths that Weiss has taken to distinguish itself from the pack should not be taken for granted. Often fledgling watch companies are forced to skip fine details to cut costs, Weiss spares no expense. Although with current production conditions, the watches takes 6-8 weeks to deliver after the purchase date, any prospective buyer would be delighted with the fine product they receive.

If you couldn’t tell by now, I am bullish on the stock of the Weiss Watch Company and for that matter, the revival of American watchmaking in general. Reviving American watchmaking deserves the support of the American watch market. I can only hope that this movement can gain traction and ultimately return to its’ former glory.

The Weiss Watch Company is selling a great brand in addition to a narrative that will inextricably tied to the revival of American watchmaking. For the moment, mass adoption will be limited by the scalability of their production. Production latency is important and could be the only impediment to true growth. Consumers will decide whether the wait is worth it, I have already made up my mind-- American made all the way.