Eterna retailers in the UK have put the 2016 edition of its Golden Heart ladies timepiece on sale this week.
First seen at Baselworld in March, and promoted by reminding partners of its historic connection to 1950s Hollywood icons Gina Lollobrigida and Brigitte Bardot, the new Golden Heart aims to recapture the heady days of the Continental beauties.
Watch retailers love a story to tell their customers, so the Golden Heart should appeal. At the end of the 1950s, Eterna developed the smallest automatic movement in the world – 15.33mm in diameter and 5mm in height.
It was fitted with a rotor with ball bearings made of solid gold visible on the back of the case made of crystal. Integrated in a round case and offered with a wide variety of bracelets, it became coveted by stars of the period.
Before it was even released, Gina Lollobrigida wanted to have the gold watch before everybody else. She wore it for her thirtieth birthday on July 4th 1957 and later became a brand ambassador.
Brigitte Bardot was equally impressed by the watch, and became the muse of the “Golden Heart”, accompanied by the theme “BB has found her love” in Eterna promotions.
The 2016 reinterpretation has a rotor decorated with a heart of 18ct gold visible through the sapphire back of the case.
On the front, a mother-of-pearl dial has eight round diamonds and four stainless steel appliqué Roman numerals.
ETA calibre 2671, special rotor 18K 4N golden heart, power reserve 38h, 28’800 A/h, 25 jewels, 1 ball bearing
All polished stainless steel, sapphire crystal opening, open middle part–black wave pattern, case back with screws, crown–blue spinelle
Scratch-resistant, anti-reflective sapphire crystal
∅ 30.00 mm/9.30 mm
White MOP endowed with 8 diamonds (Top Wesselton, 0.08 carat)
BRACELET & CLASP
Silver MESH SST, folding clasp