So let me be very clear about one thing right away, I understand the need to have a story to help introduce a watch. Moreover, I understand the value of having an "historic" story to help sell a watch.
|Courtesy of Waltham|
BUT - when I read the announcement/statement from Waltham's CEO:
“We want to vigorously reassert Waltham's free spirit, because we believe that making unconditional choices is the greatest value a real man can have; the highest form of exploration and discovery in modern times”.
Antonio DiBenedetto is the entrepreneur and current President and CEO
I read a lot of press releases, I'm a former English teacher… I have absolutely no idea what the hell this means.
Yes, I can just hearken back to those thrilling days of "yesteryear" in dear old Roxbury. I can just see David Davis, Edward Howard, and Aaron Lufkin Dennison throwing back a few belts after a "manly" bout of arm wrestling David saying to Edward and Aaron -
"Gentlemen, let's build a watch factory that will produce timekeepers, and as an expression of our free spirit, let's make some unconditional choices!"
To which Aaron replied - "Damn well said David!"
Aaron then heartily slapped David on the back and said: "Seeing as we are all, clearly 'real men', and partake in exploration and discovery in these modern times (with gusto I might add), let's incorporate!"
Okay, all kidding aside, I applaud anyone who takes the challenge to re-boot a brand. But - if you're going to trade on your historical past, do yourself and the buying public the favor of actually paying attention to it. Today's Waltham watches are perfectly okay, but visually they have about as much to do with the original Waltham as this blog has to do with the Academy of Arts and Letters. And as a bonus, they are based in that famous American bastion of horology - Marin-Epagnier, SWITZERLAND ; )
And PS - there's nothing wrong with that - but be honest and sincere about who and what you are - otherwise it is just talk, and sounds like another American classic...