WESTERN NEW OFFICE.indd

Transcription

CONTENTS
LAYING THE FOUNDATIONS FOR A TIMELESS BRAND | 1
TAMING THE WEST | 5
THROUGH THE AGES | 9
SUPPLYING THE EAST | 13
REBRANDING HOROLOGY AND NEW FRONTIERS | 16
JEWEL OF THE EAST | 21
RECLAIMING THE WRIST | 25
EAST MEETS WEST | 29
CHRONOGRAPHS | 32
CLASSIC | 50
MULITFUNCTION | 68
FASHION | 86
GLAM | 104
CONTACT | 122
WE ARE WESTERN
Since our incorporation in 1939 we have been supplying the world with
precision timepieces. Our watches have shipped across all seven continents and
are currently sold in 25 countries worldwide.
Ever since our humble origins in Switzerland we have striven to uphold the
principles of quality craftsmanship and design, whilst still making all of our
products accessible to everybody.
Sourcing our components from carefully selected technologists, we create
timepieces that possess both style and substance.
THIS IS OUR STORY
T H E F O U N D AT I O N F O R A T I M E L E S S B R A N D | 0 1
THE FOUNDATIONS FOR A TIMELESS BRAND
The cornerstone for what would eventually become the global Western Watches
brand was first laid somewhere between the idyllic pastures and deep woodland of
Saint-Imier, in the historic Swiss Canton of Bern. The architects of the enterprise, and
the founders of our previous manufacturer, were two of Swiss horology’s leading
lights: Alucide Constant Droz and Henry Perret.
In 1864 they wound up and set in motion a business that would outlive either of
them and would spread across the world, adorning wrists from every walk of life.
Their Societé des Montres SA would go through several incarnations, register
many trademarks and develop myriad sub-brands, including our own.
0 2 | T H E F O U N D AT I O N F O R A T I M E L E S S B R A N D
THE FOUNDATIONS FOR A TIMELESS BRAND
Innovation and expansion were the early watchwords of the Societé. It was
responsible for the wide proliferation of impermeable or waterproof watches
and brought patented Swiss technology to untouched markets in India and
the Middle East.
Even since those early, formulative days working at the very frontier of horology
we have kept our finger firmly on the pulse of watchmaking, existing at the
intersection of design, form and function.
TA M I N G T H E W E S T | 0 5
TAMING THE WEST
One of the earliest records we have of Western Watches comes to us from
late 1800s America. This was the time of the Wild West, of the unbroken
frontier, of manifest destiny and the American dream.
A German émigré named Isaac Swope, one of many who left their homes
in search of a new life in the New World, imported watch components
and assemblages from Switzerland to the US for use on the railroad.
In the latter half of the 19th century, the railroad was everything to
America. It was where civilisation began and ended and ceaselessly took
men and their dreams way out West, bringing untold riches and wild
stories back East.
0 6 | TA M I N G T H E W E S T
TAMING THE WEST
There were very few lines of communication between the railroad head office
and the pioneers that staffed the little stations scratched into the landscape.
Those men had to rely on their pocket watches to time the arrival of trains
down the arterial network of railway crisscrossing the territory.
Those pioneers needed reliable timepieces that could survive the harsh
degradations of the wild frontier while still keeping good time and this
was a demand that we rose to meet for several decades. People say that
the Colt Peacemaker won the West, but it was our watches that kept
ticking long after the dust had settled.
THROUGH THE AGES | 09
THROUGH THE AGES
After the success of Mr Swope’s railroad watches and facing rising levels
of demand throughout Asia and the Middle East, it was time for the
Societé to protect their brand by legally trademarking it, which they
did in 1939
Every 20 years since, in strict accordance with Swiss law, we have renewed
the trademark as our brand has continued to grow, develop and spread
across the world. The exact history of what happened next is foggy,
but it all began with the lubricant of history: oil.
Our early amelioration is due to “The Oil Era” between the 1930s and 1970s.
During this period the world’s demand for oil rose rapidly in the face of
mass industrialisation.
10 | THROUGH THE AGES
THROUGH THE AGES
That demand became focussed on the Middle East and its hitherto untouched
reserves, bringing a massive influx of investment and expertise to the region,
and no end of bare wrists.
Those bare wrists initially belonged to hands working on oil rigs and derricks across
the region. They didn’t stay bare for long however, as the oil workers needed durable
and precise watches to operate with, balanced with a desire for contemporary style.
In 1973 our previous manufacturer was sold for a lack of heirs but our Western
Watches brand continued to manufacture and distribute watches across the area,
expanding into several new markets whilst developing the technology that powers
every movement of our hands
S U P P LY I N G T H E E A S T | 1 3
SUPPLYING THE EAST
The Middle East, during the 1990s, had very few regional watch brands.
Western was one of the first of those brands and, by the early years of the
decade, we had carved out a niche and solid reputation as purveyors of
quality, dependable and contemporary wristwatches.
In 1991 an order was placed with Western to supply timepieces to the
military of the United Arab Emirates.
The requirements for a military timepiece are exacting, and doubly so
for those nations whose armed forces operate in arid climes. We provided
the UAE with the perfect solution with our robust, hermetically sealed
watches, replete with scratch resistant faces and an unparalleled
degree of accuracy.
1 4 | S U P P LY I N G T H E E A S T
SUPPLYING THE EAST
That adoption proved so popular with the UAE that Western soon provided
watches to the municipal police forces of all of the seven cities that make
up the Emirates, a relationship that has existed since the 1990s and has seen us
supply wristwatches to almost every government body in the UAE at one
time or another.
We have founded our reputation for exceptionally high standards of quality,
based on our proven track record for delivering steadfast time pieces, time
and time again.
REBR ANDING HOROLOGY | 17
REBRANDING HOROLOGY
REBRANDING HOROLOGY
Times change and we’ve changed along with them.
The latter half of the 20th century also brought
From our early days crafting faithful pocket watches
other dramatic changes like the purchase of our
to more recent times manufacturing and distributing
Western brand by Swiss Eastern, one of the largest
executive wristwatches and chronographs, we have
distributors of watches throughout the Middle
always been ahead of our time..
East and Asia
In 1980 we decided it was time for a sleek new look, to
match the stunning minimalist designs of our watches.
We completely rebranded, dropping the “watches” from
our name to just become Western. We also changed
our look to the new logo we have today.
18 | REBR ANDING HOROLOGY
REBRANDING HOROLOGY & NEW FRONTIERS
Originally founded in 1989 by horological hobbyists, Swiss Eastern is an organisation
infused with a true passion for designing, manufacturing and distributing quality
wristwatches on a global scale. They are a real homegrown brand, established at a
time when there were not many other brands in the region, and have worked
tirelessly to grow into the huge enterprise they are today.
Our purchase by Swiss Eastern brought about other changes, foremost of which
was the relocation of our headquarters to the brightest star in the constellation
of the UAE; Dubai.
REBR ANDING HOROLOGY | 19
JEWEL OF THE EAST | 21
JEWEL OF THE EAST
If you could travel back in time to the 1980s, the region that is now covered by UAE
would have looked completely different. It would have been a harsh, arid desert,
unsuitable for human habitation.
However, since then all the Emirates have developed immeasurably, fuelled by the
riches brought about by the oil industry and foreign investment. Dubai and Abu
Dhabi are now urban metropolises on a global scale, seen as the centres of wealth
and power across the world.
We owe many things to the UAE. It was here that our reliable, precision timepieces
met their match in their opulent styling and it is this crossroads of functional design
meeting refined style that guides our ethos today.
22 | JEWEL OF THE EAST
JEWEL OF THE EAST
Our ideology is founded on a singular desire: to give all of our customers
the sumptuous embellishments of a high-end timepiece at a fraction of
the expenditure. We believe that the glamorous lifestyle of the Jewel in
the crown of the Arabian Gulf is something that can be shared by
everyone, and it’s our mission to help that happen.
RECLAIMING THE WRIST | 25
RECLAIMING THE WRIST
In 2011 to mark the 190th anniversary of the chronograph, we launched the Western
Watches foundation.
Run out of our HQ in the heart of the UAE, the Foundation’s stated aim is to reclaim
the wrist.
We live in an age where smartphones, tablet computers and kindles have rendered
the wrist bare again, and that’s not ok with us.
We want to take the wrist back.
26 | RECLAIMING THE WRIST
RECLAIMING THE WRIST
To achieve that aim our creative team have invested heavily into the research and
development of exceptional high quality wristwatches, with most movements
assembled from components manufactured right at the source, in Switzerland. All of
the quality control done at our offices is done to an exceptionally exacting level, to
ensure all our watches are of true Swiss Standard.
We want those watches to be available to everyone, not just millionaires and, to that
end, it is the Foundation’s promise that our exacting quality, stunning design will
always be matched with a measured economy in price. Our watches are for anyone,
anywhere.
As well as helping to eradicate bare wrists everywhere, the Foundation is also
involved with local initiatives on a grass roots level. We sponsor several sports teams
across the region and provide financial support to them for equipment and playing
fields.
EAST MEETS WEST | 29
EAST MEETS WEST
Western now has come a long way from our humble beginnings in 1939. We have
transformed from a manufacturer and supplier of precision pocket watches to an
international lifestyle brand stocked in 25 countries.
However, we have not forgotten where we came from and we still only use parts
that are manufactured to the exacting specialist Swiss Standard. We use a variety of
suppliers, giving us a unique flexibility in choosing the parts that are perfect for our
design, not the other way around.
Our design is an aspect that we are immeasurably proud of. Everything is done out
of our creative product design workshop in Dubai that brings together some of the
horological industry’s leading lights with expert craftsmen, working together to
design and create beautiful wristwatches to suit any occasion.
30 | EAST MEETS WEST
EAST MEETS WEST
We are lucky enough to count Adnan Arif as our creative director; he was one of the
first ever wristwatch bloggers, starting his seminal wristfashion.com blog in 1999,
and has now been with us 11 years, designing some of our most popular ranges and
products. He also operates four wristwatch boutiques across the Emirates.
Our strength is in the versatility, quality and reliability of our designs. Our watches are
in good company anywhere, from the boardroom to the boardwalk and everywhere
in between. Nowadays you can find our products on the wrists of executives and
professionals everywhere, adorning and styling the movers and shakers of the world,
people ahead of their time.
32 | CHRONOGRAPHS
C H R O N O G R A P H S
Descended from Nicholas Rieussec’s original 1821 design, our chronographs
are all built to exacting specifications of reliable durability. To us though,
what’s on the outside is just as important as what is under the hood, and our
chronographs are replete with iconic designs that inexorably draw the eye of
the beholder.
In our chronographs, form perfectly meets function. Designed and crafted for
debonair gentlemen from all walks of life, they are the perfect accessory for the
man who wants more than just a watch.
VERGANT
36 | CHRONOGRAPHS
VERGANT
W8769
The VERGANT is a chronograph created first amongst equals.
From its minimalist numerals to the elegantly ergonomic
placement of its sub-dials, there is nothing about this timepiece
that doesn’t ooze sophistication and style.
Whether you’re on holiday, on a date or in a meeting, the
VERGANT will be your wrist’s faithful companion. Its quartz
movements mean that it will never lose time and will keep
going for as long as you need it to and beyond.
Case Thickness 12.25MM
Circumference 250MM
Band Material Genuine Leather
Water Resistance 5ATM
ZEAL
40 | CHRONOGRAPHS
ZEAL
W8763
Our ZEAL series is for the urban pioneers out there. For those
people who are committed to pushing the bracket in every walk
of life and any environment they find themselves in.
With bold styling that doesn’t have to shout, a rotating
tachymeter bezel, four separate complications for date, hour
and stopwatch functions, durable silicone strap and certified
waterproof to 5 ATM the ZEAL is ready for anything you care
to throw at it. Go on, try it. We dare you.
Circumference 230MM
Band Material Silicone
KRONUS
44 | CHRONOGRAPHS
KRONUS
W8829
The KRONUS is a watch that revels in its understatement. Where
others clamour and jostle for attention, the KRONUS doesn’t
need to. Named for the king of the Greek Titans, the KRONUS is
for men who want to radiate a subtle power and authority.
They say you can’t buy style. You can however buy the next best
thing. The KRONUS
Case Thickness
12.50MM
Circumference 215MM
Band Material Stainless steel
I CO NAN T
48 | CHRONOGRAPHS
I CO NAN T
W8780
Our ICONANT watch is a timepiece with one foot rooted in
tradition and the other firmly planted in the present. Its gold
plated bezel encapsulates its slender, delicate hands and its
multifaceted glass face gives it a stylish gravitas that speaks
volumes in quiet yet confident tones.
The ICONANT’s exaggerated crowns define it like the stopwatches
of old, while its movements, assembled out of carefully selected
Swiss components represent watchmaking in the present.
A must for discerning men who want the best of what the old
and the new worlds can offer in one stunning package.
Circumference 250MM
Band Material Genuine Leather Water Resistance 5ATM
50 | CLASSIC
C L A S S I C
Our range of Classic watches are all inspired by the vintage watches of the past.
It’s those iconic watches that once adorned the wrists of yesteryear’s luminaries
and trendsetters that have guided us in the creation of our Classic range.
When designing our Classic watches, we wanted to really capture the soul of
the past and house it in a range of simple and stylish casings so that when you
wear one, you’re wearing more than just a watch, you’re wearing decades of
style and class.
RUBRIC
54 | CLASSIC
RUBRIC
W6046
The RUBRIC is a timepiece for whom juxtaposition is more
than a watchword, it’s a way of life. It is for the modern man
who enjoys the finer things life has to offer and wants a
watch to match.
Possessing an elegant simplicity that toes the line between
subtle and statement, the RUBRIC features a linked metal band,
stripped down face and a play of colour that sets it and its
wearer apart from their peers.
Circumference 195MM
VERNIER
58 | CLASSIC
VERNIER
W 7 319
With a simple depth offset by a tidy elegance, the VERNIER is a
watch that can make itself at home in any company. Equipped
with a real leather strap, sleek face and quarter width aperture,
it is a watch that wouldn’t look out of place in the 1950s and
will feel right at home on your wrist.
Circumference 205MM
S WA N K G R E S S
62 | CLASSIC
S WA N K G R E S S
W 7 17 2
For the SWANKGRESS, less is most definitely more. A nostalgic look
back at the Art Deco and Bauhaus movements, its stripped back,
retro stylings lend the SWANKGRESS an elegant weight and
refinement set off by the simplistic dial and genuine leather strap.
Circumference 215MM
HAU T M O N D E
66 | CLASSIC
HAU T M O N D E
W6 0 47
The HAUT MONDE is a watch that is as bold as it is refined. It is a
timepiece for individuals who want to lead the pack, not follow it.
The bezel acts as subtle counterpoint for a pared down dial and
face with date display that has a powerful, measured simplicity
and absolutely oozes style. The whole watch is housed in a sleek
ceramic casing, making it light, durable and timeless.
Circumference 250MM
Band Material Steel +Ceramic
6 8 | M U LT I F U N T I O N
M U L T I F U N C T I O N
For the sophisticated gentleman who doesn’t need all the frills and trappings
of a chronograph but who wants the gravitas of a superior timepiece, we are
proud to present our Multifunction range of watches.
Replete with rich embellishments and all the complications you’d expect
from a multifunction watch, they all possess a suave style that turns them
from accessory to firm statement.
POINTER
7 2 | M U LT I F U N C T I O N
POINTER
W 18 16
For gentlemen who desire a timepiece that has illustrious subtly
written all over it, we are proud to present the POINTER. Two
tastefully placed sub dials emphasise the sumptuous feel of this
contemporary watch, making it a worthy accessory for today’s
sophisticated urban gent.
Circumference 215MM
AT TA C H E
AT TA C H E
W 18 2 2
The ATTACHE is a watch that is as comfortable in meetings as
it is at home. Elegance meets function in spectacular style that
effortlessly references classic styles of the past, brought into
the light of present times.
Circumference 203MM
TRESSEL
TRESSEL
W 18 15
Style is not something that can be taught, it’s an innate secret
known only to the select few. The TRESSEL is one of those few.
It is a debonair timepiece whose clean lines and tasteful design
speaks volumes, while saying very little.
Circumference 203MM
A JA X
A JA X
W 1 8 14
The AJAX is a strong watch that doesn’t demand respect because
it simply doesn’t have to. Bold numerals enclose three sub dials
and a powerful confidence that is much more than the sum of
its parts.
Circumference 220MM
8 6 | FA S H I O N
F A S H I O N
When is a watch not a watch? When it’s a fashion statement.
Our range of Fashion watches has been lovingly designed to accentuate the
wearers innate chic and style, without compromising on our reputation for
reliability.
If you’re looking for a timepiece with brains and beauty, with style and
substance, then look no further.
AMBURE
9 0 | FA S H I O N
AMBURE
W 8 12 0
If you’re after tasteful minimalism with looks that kill, then
the AMBURE is what you need. A single genuine leather band
connects the AMBURE to its wearer, imbuing her with a simple
elegance sure to draw looks and respect, wherever she goes.
Circumference 195MM
D ISIAC
9 4 | FA S H I O N
DISIAC
W 818 2
The DISIAC is a down-to-earth no nonsense watch with poise
and determination hidden between the tachymeter bezel, face
and tactful sub dials.
Painstakingly crafted with a ceramic case and strap, giving it
a unique lightweight durability, it’s a timepiece for ruling the
boardroom or conquering the great outdoors with grace and
style.
Circumference 200MM
Band Material Steel +Ceramic
ANGELIQUE
9 8 | FA S H I O N
ANGELIQUE
W 8 19 5
The ANGELIQUE is a multifunction watch with class. Its crystal-inlaid bezel elegantly frames a dial that revels in negative space
and ensconces three separate sub dials telling the date, day,
hour while still managing to turn heads.
Circumference 200MM
CELESTE
1 0 2 | FA S H I O N
CELESTE
W 8 19 7
A watch that isn’t afraid to flaunt its gorgeous trappings, the
CELESTE is a tasteful exercise in elegance. The bezel is inlaid with
a single strip of Swarovski crystals, encircling a stripped back dial
that sets off the solid stainless steel band.
Circumference 200MM
104 | GLAM
G L A M
Style doesn’t always have to be quiet, sometimes it needs to show its plumage
and command attention. Our line of Glam watches do just that; announce their
presence to the world in spectacular style, unabashed and glamorous.
Every single watch we make, we make with reliable precision so, while the
Glam range might look beautiful, they all possess technical depth too.
AVA
108 | GLAM
AVA
W 816 9
The AVA is a bold, enticing watch that demands attention and
respect. It captures the eye and is sure to set of any outfit it’s
paired with. Blessed with a shining beauty, the AVA is an
essential accessory for today’s glamor queen.
Circumference 190MM
H AYA
112 | GLAM
H AYA
W8833
As a chronograph, the HAYA is a regal yet dignified watch that is
as functional as it is sumptuous. Crystals are delicately inlaid on
a linked metal band with a double ear butterfly buckle, affixing a
face that contains a stopwatch, hour counter and date aperture
to the wrist. Stunning to look at and packed with features, the
HAYA truly is a rose amongst thorns.
Circumference 175MM
LUXIT Y
116 | GLAM
LUXIT Y
W 8 112
With a showstopping frame that delicately holds the face
between four gorgeously detailed strips, the LUXITY is a sleek,
sophisticated and sexy watch. Its simple dial and face sets off the
rest of the watch, giving it an air of tasteful luxury.
Circumference 215MM
A S TA R E L L E
120 | GLAM
A S TA R E L L E
W 8 13 2
Drawing its unique look from the stars above, the ASTARELLE
radiates class from the wrist outwards. Its dual layer of
Swarvorski crystals around the bezel and inner surface frame
a reduced face that sits above a sea of shimmering light.
Circumference 190MM
1 2 2 | C O N TA C T
SWISS EASTERN WATCHES CO. LTD.
AFFLUENCE GMBH
Flat 201/202, 2nd Floor
Robot Park Tower, Al- Majaz Area
Sharjah
Uinted Arab Emirates
P.O. BOX 20401
Hugi - Strasse 3
Postfach 378
CH 2502 Biel Bienne
Switzerland
Tel: +9716 5373199 Fax: +9716 5373181
Email: [email protected]
Tel: +41 32 323 4061 Fax: +41 32 323 9302
INTERNATIONAL MULTITRADE ENTERPRISE
WESTERN WATCHES EUROPE
RM-A8, 14/F, Phase-1, Kwai Shing Ind, Buld,
36-40 Tai Lin Pai Road, Kwai Chung (N.T)
Hongkong
20, 24 Hulme High Street
Manchester
M15 5JS
United Kingdom
Tel: +852 2745-0500 Fax: +852 2745 0639
Tel: +44 161 232 7633 Mob: +44 778 596 0748
[email protected]

WESTERN NEW OFFICE.indd

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