How to give a watch emotional appeal

Prior to reaching our wrist, these intricate, delicate, not to mention costly items spend their time behind glass, away from sticky fingers and indelicate hands "This led us to introduce materials such as wood, leather and felt, but also ceramic, carbon and aluminium." By the time the new A110 broke cover after a two-year online teaser strategy, excitement and anticipation were high, with the promise of success firmly on the cards Most of the time, design and mechanisms form a whole.

Girard-Perregaux, Piaget, Patek Philippe and Chopard all came to the symposium to present their vision of how a watch can elicit the emotions This was the first time a watch manufacturer had succeeded in harnessing the principle of a flexible mechanism in a mechanical timepiece Patek Philippe applied itself to combining, for the first time ever, a minute repeater and a world time function - two of its most emblematic complications - in its Reference 5531R.

More a fusion than a combination in fact, as the repeater always strikes local time, i.e the time shown by the hands Hamaguchi advocates a new role for watchmaking as an "Incubator for the augmented hand!" Watch this space. Source