Some thing positive first. I give credit to Concord, or whoever Concord is hiring for being creative. Though I question the effectiveness of it all. I have to first pull myself aside and think about my own position within the watch globe. Somebody in the know, a person who sees most of what comes out. So take into account this a biased opinion by a person who may know what they are talking about. A bit of history - Concord is owned by the Movado group, and couple of years ago it was likely decided that because the brand was not pulling its weight, they would attempt to revitalize the brand into a various kind of manly high end watch.
I've by no means been quiet concerning the truth that I do not like the style of the Concord C1. I've also been pretty straight forward on how I really feel about their new QuantumGravity watch with its BNB Concepts based movement. Now, as for the style, should you are taken by it, then please enjoy it in great health, it's not my thing at all. The whole factor with Concord nonetheless? is a lot of hype. The issue of hype is interesting. I call it that, Concord most likely calls it "marketing dollars properly spent." In no way have I seen so significantly effort in attempting to justify a style direction. I will tell you what I mean. Lets start off with the new internet site dedicated to BNB Concepts' style of the QuantumGravity movement and watch noticed here. A bunch of guys sitting about drawing a watch with wax models, and some laptop or computer rendering images just isn't exactly the stuff of legend. Concord wants you to feel that they are working on the greatest time telling device ever. It truly is not, fundamentally we're finding extremely cosmetically enhanced watches that we have noticed just before.
The QuantumGravity movements haven't been discussed a lot in detail. Why? Since it actually doesn't do anything unique by today's standards. Yea, a dual axis tourbillon looks cool, but it has been accomplished, and completed better by others. Also, the movement will use some liquid filled chambers for gauge purposes - quirky, but silly. Do you know how Concord refers to the C1 QuantumGravity movement and watch? "A resolutely disruptive time engine." You kidding me? Who comes up with this stuff? (hype!). It is truly fairly strong hype, and a lot of people purchase into it. For some reason, the Concord C1 Tourbillon Gravity won the 2008 Grand Prix d'Horlogerie de Geneve style award. I guess hype goes a long way. That watch is admittedly a bit a lot more fascinating than the standard C1 line, but I wouldn't give it an award save for a hype scholarship.
Now take a take a look at the Concord Art web site. This is something rather peculiar. My buddies at Fratello Watches had some excellent points to create about it, but don't really hit the point house. The notion is just kinda weird. Taking some 'competent' graphic designers and getting them mess about with images of Concord watches in Photoshop does not constitute 'fine art.' "Art reconstructed" indeed. Checking out the web site as an examination of an intriguing advertising experiment is worthwhile, but I'm not going to spend 200-400 Euros on a print of a watch picture put by means of a filter in a photo editing program.? I really do applaud Concord for their hype efforts, but the result on an individual like me is not exactly positive. I'm left feeling quizzical at what they're attempting to attain. The thought appears to be that by presenting the watch designs as 'art' folks might take the watches much more seriously than before. Frankly it is possible to call anything art, but dressing it up having a frame doesn't make it fine art.
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