Watches have long been an underrated wardrobe accessory. No

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Watches have long been an underrated
wardrobe accessory.
No more.
These days, running late has never looked so stylish, as old-school watch junkies and
newbie buffs alike are barely raising a well-groomed eyebrow at forking over big
bucks to jazz up their wrists.
“People’s tastes have become more sophisticated. They like to show they have style
and money. And since it’s not fashionable to hang a bank book around your neck, it’s
a watch,” says Doug Youngson, manager of Humbertown Jewellers in Toronto.
Indeed, jewellery stores are selling more high-end watches than ever. Sure there are
the classics like Patek Philippe, Rolex and Cartier, but newer makes, like Franck
Muller, have also garnered cachet in watch worshipping circles. And nowadays, owning one just isn’t enough.
“Some of my customers have six or seven watches, and they all have a different
look and feel. Depending on how they’re feeling that day, or what they’re wearing,
they’ll change it up,” says Matt Baily, owner of Matt Baily Watch Merchant in Montreal.
And let’s not pretend this is about telling time. No, this is about status, personality
and yes, to a degree, showing off. The maitre d’ may not be able to see your Mercedes, but when he catches a glimpse of your Jaeger-LeCoultre, you might just get a
better table.
Model: Talei Epp. Photo: Todd Duncan, www.tdphotography.ca
“It’s not at all about telling time. It’s about
telling who you are. You can be elegant,
sporty, even flamboyant,” says Bernard Florence, president of Calgary Jewellery.
That means no one dares be caught with,
gasp, an ugly watch. Even people who have
spent their lives wearing $20 and $30 watches
are hopping on board the high-end craze.
Take Sarah Merchant of Vancouver. She just
turned 30 and shelled out a couple thousand
for a Baume & Mercier – a gift to her, from
her, with all her love.
“It was my 30th birthday and I decided to
go all out and get something classic, something that’ll let me play with the big kids.”
Men, too, are increasingly discovering the
joys of accessorizing with a watch. While
women have shoes, purses and sometimes
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David Hopkinson,
Vice President Corporate Sales & Service,
Maple Leaf Sports & Entertainment
Ebel 1911 BTR Chronograph. $6,125.
even little dogs to show off their style, men have fewer options.
“There’s really not a lot in the way of men’s jewellery. Some have a ring, a chain,
and not even that so much anymore. So for most men, if they want to show their personality, a watch is often it,” says Youngson.
Indeed, there are distinct watches for distinct personalities. Russian President
Vladimir Putin reportedly wears a Patek Philippe valued at $60,000, the same as his
yearly salary. American President George W. Bush reportedly flaunts a very modest
wrist decoration, a Timex Indiglo.
As far as fashion goes, the most popular style for both men and women is a big,
even over-sized, watch face. And while diamonds may not be a man’s best friend, they
can certainly help him look polished and professional, even elegant.
“We’re seeing a whole new trend of both male and female watches that are comprised with diamonds or precious gems,” says Florence.
Of course, such luxury also brings handsome price tags. At the higher end, for
example, Patek Philippe watches start at about $12,000. Rolex provides an entry
point between $4,000 and $6,000. Concord watches, which can run upwards of
$100,000, begin at less than $1,500. Also on the more affordable side, most jewellers
agree you can get a good high-end watch, such as an Omega or Baume & Mercier
starting at $2,000, while a fashionable Movado, which can run more than $10,000,
begins at about $500.
“For many customers, these watches are piece of jewellery, a piece of art. They’re
not just buying a watch, they’re buying a lifestyle,” says Baily.
Three years ago, David Hopkinson lost his
old watch in a “tragic, gym-related”
accident. He figured it was a sign. Time to
grow up and replace it with something
sleek and stylish, something distinctive.
He succeeded. Hopkinson describes his
Ebel timepiece as more art than watch.
With its large face and crystal detail, he
gets compliments almost every day.
“I would never pretend this watch is just
about telling time.”
This report was produced by RandallAnthony Communications Inc. (www.randallanthony.com) in
conjunction with the advertising department of The Globe and Mail.
timeless
©2006 movado group, inc.
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A watch for all occasions.
With quality and classic design also comes lasting value. “After 15 years, you can
refinish a Rolex Datejust and make it look almost new.”
Though true dress watches typically raise the stakes even higher, certain sporty
watches are so stylish they even suit evening wear. For example, the classically styled,
water-resistant, diamond clad Patek Philippe 24 (starting at $12,000) is built for
today’s multitasking woman, whether she’s with the kids or hosting a fundraiser.
“This design has been interpreted by nearly every brand,” says Norbert.
And for the purist, there are extremely rare, handcrafted mechanical “complication” watches. Want one? Not so fast. Some are so coveted that manufacturers determines who qualifies to own one. “You could buy two Ferraris for the same money,”
says Norbert.
Richard Deacon,
President, RJD III Media Inc.
Louis Vuitton Speedy Automatic Chronograph. $5,900.
For luxury watch enthusiasts, knowing the time of day is just as important as knowing their watch matches the moment. Rest assured, whether it’s for sports, daytime or
evening wear, there is a luxury watch for all occasions.
Norbert Brinkhaus of Brinkhaus Jewellers says luxury watches typically fall into
four major categories: themed sport, sporty dress, dress, and “complication” models.
In the unhurried environs of his Vancouver store, Norbert says matter-of-factly, “It
all depends on how much money you are willing to spend.”
Brinkhaus Jewellers makes choosing a little easier. Its Vancouver store focuses
exclusively on Omega, IWC, Patek Pilippe and Rolex, while its Calgary location also
includes watches by Cartier, Ebel, Baume & Mercier, Mont Blanc and Raymond Weil.
Typically, sports watches such as a Rolex Daytona, Cartier Pasha or Omega Aqua
Terra have functions such as a chronograph, barometric pressure or show Greenwich
Mean Time.
He describes sporty dress watches as “classic and versatile, elegant but understated,”
noting that many sought after brands have a distinct look. “The Rolex Submariner’s
green bezel; the Omega Sea Master Planet Ocean’s orange bezel; IWC’s Ingenieur and
Ebel’s Brasilia…like a Mercedes’ grill, there’s no mistaking them.”
Inspired by his granddad’s love of classic
watches, Richard Deacon bought his first
luxury watch two years ago, a gorgeous
Omega Speedmaster with a black, round
dial and stainless steel strap. “It’s the
ultimate watch for time keeping,” he says.
Now, the Vancouver entrepreneur is on the
hunt for a Louis Vuitton Speedy Automatic
Chronograph. “A watch to me is a
statement, a signature or stamp of style,
success or personality.”
Clockwise from top left: Rolex
Submariner’s unmistakable
green bezel; a delicious Omega
Chocolate Chronograph for her;
IWC’s Portuguese ChronoAutomatic; a Cartier Pasha
32 mm with diamonds and an
18 KT white gold case; a
Raymond Weil Shine Ladies
Stainless Steel with diamonds;
Movado's elegant Sapphire;
a Patek Philippe Gondolo
Gemma Quartz Movement with
72 diamonds.
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The return to mechanical.
Note: Such beauties require TLC. Some must be hand wound, while others
self-wind when worn. Wear them well, and they will serve you faithfully.
Patrick Taylor,
Executive Producer, Toronto Downtown Jazz
Movado Eliro Museum Dial. $1,595.
If you want a dead-accurate timepiece, buy a quartz watch. But if you want something
truly special, think mechanical.
Today’s mechanicals incorporate hundreds of micro-sized components, forming a
precision mechanism that keeps time and serves as a chronograph, perpetual calendar...
you name it.
Michel Cliff, a sales professional at the Bloor Street Birks Jewellers in Toronto, says,
“Companies have returned to their pedigree. There are beautiful mechanical pieces with
movements you couldn’t even find a few years ago.”
He says storied brands such Baume & Mercier, whose mechanicals “have gone back
to the DNA of the brand,” start at just over
$2,000. Concord, Geneva’s second oldest brand,
offers many including the gorgeous Rose Gold
Delirium ($14,000). The new rectangular Rolex
Prince ($16,000), based on its original 1928
design, features a revealing “exhibition” back.
Le Centre Sheraton
1201 Rene Levesque Ouest
Montreal, PQ
(514) 878-9123
Mariner
With any Concord Swiss watch purchased, Concord will
perform - free of charge - all the recommended routine
maintenance during the first three years you own the watch.
Concord. You’ve earned it.
It took a lot of hinting, but Patrick Taylor
finally got the gift he wanted: a Movado
watch. It’s the only piece of jewellery he
owns. He says men don’t have a lot of
accessory options, and the black dial and
sapphire crystal detail is not only “the
opposite of dainty,” but can be worn easily
with a tux or jeans. “I have no intention of
buying another watch for myself. But if I
did, it would be another Movado.”
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timeless
Not so fast.
If the notion of strapping a fine watch on your wrist has you scrambling for your wallet,
take a breath. Where you buy can make a big difference to your long-term satisfaction.
Paul Mara, president of the Canadian Jewellers Association and founder of Paul Mara
Jewellers in Victoria, B.C., says the only way to get the full benefits of a watch’s
warranty and product integrity, and avoid pitfalls such as counterfeits, is to buy from an
authorized dealer.
“If you buy it elsewhere, you could be getting something that is not what it appears to
be,” says Mara, who cites watches with secondary parts or dubious backgrounds among
the risks.
“This applies to any luxury brand,” adds Mara, who sells Rolex exclusively.
When it comes to choosing a dealer, he advises,
“Don’t buy on price – buy based on a relationship.
“You’re likely to have your watch for a very long
time. You should feel very at ease where you buy it.
And expect the service to back up your purchase –
a retailer that will stand beside you to support you if
there is ever an issue with the product.”
Bold. Beautiful. Brilliant.
Available at La swiss
1.888.swissmade
For more information visit www.ebel.com
Suzan Mandell,
Sales Director, Outdoor Life Network and TSN
Concord Veneto 18K Rose Gold. $12,290.
Psst…wanna buy a watch?
Suzan Mandell would probably wear short
sleeves year round if she could. And she’s got
reason. She owns a Concord watch. With a
large, mother-of-pearl face encrusted with
diamonds, it was love at first sight. She says
it’s much more than a watch, it’s a distinctive
piece of jewellery, one she says is worth
every penny of its luxurious price tag. “Why
drive a Mercedes? It’s about service, beauty,
making a statement.”