Tuesday, January 25, 2022
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Tim Barber

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Watch brand reboots

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There has never been a better time to reboot a watch brand. Demand is rising both vertically and horizontally as new customers and established collectors increase their spending. This, writes Tim Barber, is helping a new generation of CEOs at Zenith, Breitling, Cartier and Louis Erard to pull off high-profile transformations.
For those with the horological bug, a watch movement is not just a functional engine to keep time ticking. It’s a well of ideas, a little cornucopia of challenges, solutions, techniques and ingenuity – what Oris calls, rather neatly,...
Tired of waiting for a Rolex Submariner or turned off by the Omega Seamaster? DOXA, Delma and Marathon have rock solid alternatives.