Monday, June 4, 2012

Egalitarian Desire

Okay, you go to the watch fairs, you shake a lot of hands, drink a lot of coffee and see a lot of watches.  You even get to put some of them on.  When I first started going to these things, I generally went with some preconceived notions as to what I wanted/expected to see.  It's human nature I guess.  But what I've come to understand is the power of something unexpected to stir the emotions.

This is FC-330B6B6 from Frederique Constant, part of their INDEX collection.  It is 43 millimeters of pure Swiss enjoyment!  It is somewhat different than what you would maybe expect - a black dial with strong, prominent arabic numbers.  I got to handle quite a few watches over the past 72 hours - some very expensive, some very complex, some very rare.  But this watch from Frederique Constant is really embracing the ideal of what I like to refer to as "egalitarian desire".  Understanding that there are a lot of people out there who would love to have something this striking on their wrist, but who realistically can't afford tens of thousands of dollars.  They seem to believe (as I do) that a great design that lifts the spirit shouldn't be the sole provenance of the rich and famous.

I got to try on several watches at the JCK/Couture fairs, and this was in my top three.  It was also the least expensive by several thousands of dollars.  This is something that I would buy and wear proudly.

But beyond the watch, I was particularly impressed with Yasmina Pedrini the International Communication Director.  She truly embodies the Frederique Constant motto of Live your passion.  She is one of the truly great PR/Communications people out there because she understands that a watch SHOULD be an emotional thing.  You don't need it - you have to want it.  It has to be something you desire.

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