Chanel Presents Premiere Tourbillon Watch At The Basel International Watch Fair

To celebrate the 25th anniversary of Chanel’s first watch ‘Premiere’, Chanel will introduce the first highly complicated mechanical ladies watch. This is also Chanel’s first use of a floating tourbillon movement after the first J12 tourbillon watch in 2005. The octagonal dial of the ‘Premiere’ watch is inspired by the iconic contours of Paris’s Place Vendôme, while echoing the shape of the bottle cap of Chanel N ° 5 perfume.
 This remarkable tourbillon is the result of close collaboration between the designers, engineers and watchmakers of Chanel and Renaud & Papi (part of APRP SA), the advanced research and development department of Audemars Piguet. The first floating tourbillon developed.
 This floating tourbillon is designed into the favorite camellia pattern of Ms. Chanel and rotates once per minute. The rotating petals show the elapsed seconds.
 This ‘Camellia Float Tourbillon’ movement is mounted on a rectangular bottom plate tailored to the case, with a power reserve of 40 hours. All detailed decoration and chamfered, straightened and rounded decorative parts are carefully hand-finished in accordance with the highest requirements of the Swiss fine watchmaking tradition.
 The case, bezel and crown are set with baguette-cut diamonds, round diamonds or rubies.
 The ‘Premiere’ floating tourbillon watch with diamonds is limited to 20 pieces worldwide, each of which is individually numbered. This watch is made of 18K white gold and is set with 101 baguette-cut diamonds (5.7 carats total) and 127 brilliant-cut round diamonds (2 carats total).
 Jewelry inlays for each limited edition watch require 23 hours of labor, and assembly requires more than 100 hours of labor.
 This watchmaking piece is one of Chanel’s new works to be presented at the Baselworld 2012.

New Article-newstag Heuer

TAGHeuer has always been adhering to the times and widely adopting new technologies in order to maintain its position of ‘avant-garde pioneer’. In such an era of social media, TAG Heuer has always adhered to the pursuit of excellence through the implementation of a network strategy, and it is precisely this strategy that has made it the first time in ‘smart digital search: determining the ranking of luxury watch digital competitiveness’ won a prize in ‘Watches Watch’,
A survey from New York University Stern School of Business Stern School of Business ‘Luxury Lab’.
‘We are extremely honored for this award. It is a great affirmation of our consistent desire to develop brand value and realize new media,’ said Stéphane Linder, marketing manager and vice president of design of the TAGHeuer brand.

Among the many factors related to the TAG Heuer brand’s predominance, it highlights an international search engine optimization strategy based on IC-Agency’s partnership with Geneva (1) specializing in luxury digital marketing. This strategy not only includes traditional search windows (such as Google, Yahoo, and Bing), but also triggers search engines in emerging markets, such as China’s Baidu and Russia’s (Yandex). In the United States, search engine optimization is done by Morpheus.
This survey further highlights TAG Heuer’s rich creativity and interactive content, and its ‘viral’ potential (according to the film ‘The Duel’ starring Steve McQueen and Lewis Hamilton ( ) ‘S style) is the beautification of its brand image within its social network.
Finally, the survey highlighted the quality of customer service on its official website, thus confirming the brand’s ability to use this new method of communication to keep in touch with customers and provide them with quality services.
Download the survey report:
Email: [email protected]
(1) In cooperation with Europa Star Watch World, IC-Agency releases WorldWatchReport in Baselworld every year, a reference market research to decrypt and inquire about search engines that have entered the entire network. This report comes from 25 luxury watch brands Millions of surveys in seven key export markets.

Building. Traces Of A Hundred Years Of Time Exhibition’ Building Eternal Time Taste Of Classic Time Traces

(Taipei, June 6, 2018) Swiss Mido, founded in 1918, celebrated the “Metro-Centennial Exhibition” in Taipei to celebrate the Swiss Mido brand. The 100th birthday, with the theme concept of ‘past, present, future’, exhibited a number of antique watches with historic significance, as well as the new 2018 classic series. Looking back at history, I also took the opportunity of the 100th anniversary celebration to look to the future, plan the blueprint for the future, and show the lifestyle of each era through the design of watches in different eras. Mr. Franz Linder, Global President of MIDO Switzerland, was invited to Taiwan to attend the celebration event, and met with Ms. Li Peiqing, General Manager of Swatch Group Taiwan Branch, Mr. Lan Kaiyu, Vice President of MIDO Taiwan, and National Male God Mr. Zheng Yuanchang celebrated the glorious century of beauty. At the same time, Swiss Mido also launched the new Belemceli series ‘Memorial Day’ large calendar automatic mechanical watch with a unique large calendar window function combined with the Caliber 80 ultra-long power reserve, specially for Switzerland Born in the 100th anniversary of Mido Watch, it commemorates the ‘big day’ of Swiss Mido Watch in this century. In addition, the limited edition watch of the Belem Celli series ‘Past, Present, Future’ was also dazzled at the event. With its unparalleled aesthetic interpretation and watchmaking technology, it shows the beauty of the brand in the year of brand development. Different periods on the wheel, traces engraved in 1918 and 2018, and expectations and imagination for the future 2118.

A hundred years of unremitting creation of classics

   Swiss Mido Watch was born in 1918. Therefore, the ‘Buildings and Traces Centennial Time Exhibition’ was also specially chosen to hold historic buildings with special meaning to the brand. It was built in 1918 in the Huashan 1914 Cultural and Creative Industry Park Red Brick Liuhe Courtyard. It is undoubtedly the perfect venue choice for Mido. The celebration is based on the theme concept of ‘past, present, and future’. After reviewing the good times, a new chapter is launched. Introducing high-altitude dance and parkour as an opening performance in the event that the seconds pass. First, the high-altitude dancer who appeared first flipped elegantly and lightly into the red brick historic site. Then the parkour players brought extreme sports performances. The strong grasp of the sense of space reflects the motto of “to be and to last”, which is also the core idea of ​​“persistence, eternity, and pioneer” that Mido has always advocated. At the same time, a splendid array of light and shadow brought brilliant and fashionable catwalk performances by the supermodels of Kyv, showing the wonderful new works of Swiss Mido in 2018. The national male god Zheng Yuanchang appeared immediately, and Zheng Yuanchang, who has not appeared in Taiwan for a long time, set off another climax for the ‘Building a Trace Centennial Time Exhibition’ and interpreted the classic watchmaking aesthetics of Mido with a dazzling attitude.

Simple and timeless, elegant and pure

   In commemoration of the important moment of the 100th anniversary of the brand’s birthday, Swiss Mido has launched a new Belemceli series “Remembrance Day” fully automatic mechanical watch, equipped with a large calendar window function, and based on the Caliber 80 automatic mechanical movement , Designed the Mido exclusive movement, extended the heritage of the brand’s core spirit through the Belem Sairee series, and upheld the founder George. Mr. Sharon’s visionary spirit designs extraordinary timeless classic timepieces.
   The dazzling feature of the Belem Série “Memorial Day” automatic calendar watch is that it inherits the classic features of the Belem Série series: a double-layered bezel showing elegant texture, a sandblasted dial, and double-sided material hands The meticulous round polished stainless steel case, the classic double-cell wide calendar display window is the classic and unique symbol of its watch, each exquisite detail is unique. Two wide calendar windows are located at 6 o’clock, and the digital display is enlarged to achieve its visual balance. It has become one of the timepieces with the largest date window display in the price band of Swiss mechanical watches. Choose from different materials and styles.

Eternal Classic

   At the event, Swiss Mido also launched a limited-edition watch of the Belenceli series ‘Past, Present, Future’ with the theme of ‘Past, Present, Future’ to show the eternal brand persistence and tribute. And inheriting its splendid watchmaking skills, adhere to the outstanding watchmaking tradition, and witness the glorious moment of the brand’s eternal classic. The Berencelli series ‘Past, Present, Future’ trilogy limited edition watch takes the famous French landmark Rennes Opera House as the inspiration for design, and continues the extraordinary classic design and professional watchmaking craftsmanship of the series in a unified and unique way. Iconic design style, time-recorded chapters, presenting different periods of the Mido development ring, showing forward-looking design thinking: accurately presenting the design images of 1918 and 2018, and the outlook for the future 2118 With expectations. The watch has an independent small seconds device: small and complicated functions, which is one of the brand’s product features since its inception in 1934, classic and elegant. The limited edition watches of the Belenceli series ‘Past, Present, Future’ trilogy are all decorated with the 100th Anniversary 100th Anniversary logo. The number of limited editions represents the important year of the brand’s development, each being 1918 , 2018 and 2118, all are equipped with exquisite limited watch boxes and are equipped with certificates marked with limited numbers.
   Swiss Mido hopes to commemorate the 100th anniversary of MIDO Mido’s “Big Day” with the new Belem Cerelli series “Memorial Day” full automatic mechanical watch and the “Past, Present, Future” trilogy limited edition watch ‘Day’, continuing the traditional Swiss watchmaking process and timeless design aesthetics, and the centennial celebration of Swiss Mido will also last a whole year.
Technical Parameters

Belem Celli Series ‘Memorial Day’ Large Calendar Automatic Mechanical Watch M027.426.22.018.00 + M027.426.36.018.00
Movement: Mido Caliber 80 fully automatic movement (based on ETA C07.651); 11½ ” ‘; movement diameter 29.40 mm; thickness 5.77 mm; 25 diamonds; 21,600 swings / hour; ELINFLEX mainspring ELINCHRON II balance spring; engraved and engraved movement, automatic oscillating weight decorated with Geneva ripples and MIDO logo. Hours, minutes and seconds large calendar display; three directions to adjust its travel time accuracy; up to 80 hours of kinetic energy reserve.
Case: M027.426.22.018.00: Intergold material, satin-polished 316L stainless steel case, PVD rose gold-plated stainless steel bezel and crown.
M027.426.36.018.00: PVD rose gold-plated stainless steel case.
40mm in diameter, composed of 3 parts, double-sided anti-glare coated sapphire glass, transparent back can observe the exquisitely carved movement, engraved serial number, waterproof depth of 100 meters.
Strap: M027.426.22.018.00: Intergold material, satin-polished 316L stainless steel and PVD rose gold-plated stainless steel material,
Stainless steel folding clasp.
M027.426.36.018.00: Black calfskin rolled crocodile strap with stainless steel folding buckle.
Dial: Mercerized polished white grain dial, two side-by-side wide date windows at 6 o’clock.
Hands: Double-sided hour and minute hands (sandblasted on one side and diamond-cut on the other), and diamond-cut second hands.

Belem Celli Trilogy ‘Past, Present, Future’ Trilogy-1918 Limited Edition M8608.3.26.8
Movement: Mido ETA 2825-2 fully automatic movement, 11½ ” ‘, diameter 25.60mm, thickness 6.60mm, 25 diamonds, 28,800 swings / hour, NIVACHOC shock absorber, NIVACOURBE hairspring, NIVAFLEX NO main hair Bar, NIVAROX II hairspring. Finely crafted, exquisite movement, automatic oscillating weight carefully carved Geneva ripples and MIDO logo. Hours, minutes, date and ‘small three-hand’ seconds at 6 o’clock. Adjust the travel time accuracy in 3 directions. Up to 38 hours of kinetic energy storage.
Case: PVD rose gold-plated stainless steel stainless steel case, diameter 38mm, 3-layer case design, double-sided anti-glare coated sapphire glass, transparent back, observable fine-grained movement, engraved ‘Limited Edition xxxx / 1918 (limited edition xxxx / 1918)’ and serial number, water-resistant to 50 meters.
Strap: Very lustrous brown calf broken crocodile pattern strap, PVD rose gold plated stainless steel folding buckle.
Dial: polished ivory dial, polished PVD rose gold-plated indexes.
Hands: Fully stamped leaf-shaped hour and minute hands, blue steel seconds hand.

Belem Celli Trilogy ‘Past, Present, Future’-2018 Limited Edition M8608.4.26.1
Movement: Mido ETA 2825-2 fully automatic movement, 11½ ” ‘, diameter 25.60mm, thickness 6.60mm, 25 diamonds, 28,800 swings / hour, NIVACHOC shock absorber, NIVACOURBE hairspring, NIVAFLEX NO main hair Bar, NIVAROX II hairspring. Finely crafted, exquisite movement, automatic oscillating weight carefully carved Geneva ripples and MIDO logo. Hours, minutes, date and ‘small three-hand’ seconds at 6 o’clock. Adjust the travel time accuracy in 3 directions. Up to 38 hours of kinetic energy storage.
Case: Mercerized polished 316L stainless steel case, diameter 38mm, three-layer case design, double-sided anti-glare coated sapphire glass, transparent back, observable fine-grained movement, engraved ‘Limited Edition xxxx / 2018 (Limited xxxx / 2018) ‘and serial number, water-resistant to 50 meters.
Strap: Mercerized polished 316L stainless steel strap with folding clasp.
Dial: white polished dial, polished stainless steel scale.
Hands: Fully stamped leaf-shaped hour and minute hands, blue steel seconds hand.

Belem Celli Trilogy ‘Past, Present, Future’ Trilogy-2118 Limited Edition M8608.3.18.9
Movement: Mido ETA 2825-2 fully automatic movement, 11½ ” ‘, diameter 25.60mm, thickness 6.60mm, 25 diamonds, 28,800 swings / hour, NIVACHOC shock absorber, NIVACOURBE hairspring, NIVAFLEX NO main hair Bar, NIVAROX II hairspring. Finely crafted, exquisite movement, automatic oscillating weight carefully carved Geneva ripples and MIDO logo. Hours, minutes, date and ‘small three-hand’ seconds at 6 o’clock. Adjust the travel time accuracy in 3 directions. Up to 38 hours of kinetic energy storage.
Case: Polished PVD black-plated matte 316L stainless steel case, diameter 38mm, 3-layer case design, double-sided anti-glare coated sapphire glass mirror, transparent back can observe finely carved and exquisite movement, It is engraved with ‘Limited Edition xxxx / 2118 (limited edition xxxx / 2118)’ and serial number, and is waterproof to 50 meters.
Strap: Cordura® (Caldura) fabric decorated calfskin strap, PVD black 316L stainless steel folding buckle. Black PVD plated stainless steel plate engraved with 100th Anniversary.
Dial: Anthracite grey mercerized sanded dial with polished scales.
Hands: Fully stamped leaf-shaped hour and minute hands, seconds red lacquer-coated seconds hand.

From The Nearly Collapsed To World-famous, How Long Is Longines?

My friend Liu works at a state-owned enterprise and recently wanted to buy a watch. Knowing that I had a little research on watches, I asked for advice. Before recommending it, he said that several colleagues around him wear Longines. This brand is well-known and looks good. The key price is not expensive. Or buy one. Now that he fancy Longines, all I have to do is help him choose a style. Finally, on my advice, he bought a master watch. It can be seen from this that, in the minds of the public, Longines is famous, affordable and can be worn. Moreover, we have to admit that in the price range of 10,000 to 20,000, although Longines may not be the best in one respect, its comprehensive strength is the strongest enough to crush other similar brands. Today, such a successful Longines has almost closed down. What is going on? Let’s start with the L990 movement. This is Longines’ last real self-produced movement, born in the late 1970s. Don’t Longines always use ETA movements, but they still have their own movements? of course! L990 is the last real self-produced movement from Longines. It may not seem like a self-produced movement now, after all, this is an era of overwhelming self-produced movements, even some brands that have never produced a movement. I started to brag about how powerful the movement’s research and development strength is. It’s like someone who has never chased a girl said that he is a master of picking up girls. I always think there is something wrong. Let’s look to the 1930s and 1940s. At that time, even top brands such as Vacheron Constantin and Patek Philippe were still generally using timing movements provided by movement factories such as Lemania and indulged in repairs of these outsourced movements. Modifications, and Longines not only has its own production movement, there are also very good self-production timing movements 13ZN and 30CH. The chronograph with the 30CH movement and the details of the movement can be seen from it. In the history, Longines’ positioning is much higher than it is now. Naturally, even the chronograph movement can be produced, and the junior needle movement is even more important. This is the L990, which was introduced in 1977. The L990 was an ultra-thin, three-pin caliber with a thickness of only 2.96 mm. It was one of the thinnest self-winding movements at the time, much thinner than the ETA2892, which is now widely used by Longines. Moreover, this movement uses a dual barrel, an instant jump calendar, a power reserve of more than 40 hours, and a vibration frequency of 28,800. The structure is reasonable and the design is advanced. Longines using the L990 movement is now rare on the market. However, the L990 is unlucky. When it was not born, it did not catch up with a good age. Since Seiko officially launched quartz watches in the late 1960s, the entire Swiss watch industry has been strongly impacted by the ‘quartz crisis’ in the 1970s. Longines is no exception. Coupled with the high cost of developing this movement, Longines is facing Great financial pressure. Around 1980, the Lemania movement factory bought the L990 design and production rights from Longines. I believe that at that time, Longines definitely didn’t have a taste in his heart. Such an excellent ‘child’ was because ‘the poor in the family’ had let others adopt him. With the L990, Lemania is even more powerful, and it will soon launch the Lemania 8810 and its improved Lemania 8815 on the basis of this movement. Longines faced many difficulties at the time. In addition to the impact of the quartz crisis and the pressure brought by the higher R990 R & D costs, the brand’s management also had some problems. The biggest problem is that Longines has not found a suitable strategic position. Whether it is a watch, a pocket watch, a ship clock, or even some high-precision chronographs, Longines does not refuse to come and basically does everything. Because the appetite is too big, the front is too long, seemingly everything, but it is complicated and not refined. Moreover, because there are too many products involved and Longines’ production cannot keep up, it is difficult to deliver on time. If you don’t deliver on time, you will not receive the payment. Over time, a vicious circle forms. It is said that Longines had already carried out bankruptcy liquidation at that time. Fortunately, Nicholas Hayek, the savior of the Swiss watch industry, was born, and merged ASUAG and SSIH, two dying watch groups, and later renamed the Swatch Group. Longines belonged to ASUAG at that time, and Omega belonged to SSIH, and later they became logically part of the Swatch Group. Therefore, in fact Longines becoming a ‘family member’ of the Swatch Group is not an active choice, but the result of the acquisition and integration of its parent company. However, the fate of Longines is not bad. Without Hayek, it is likely that Longines said goodbye to clocks completely in the 1980s. After Longines, Omega and other brands became members of the Swatch Group, Hayek adjusted the positioning of Longines and Omega. Simply put, it is to improve the positioning of Omega and reduce the positioning of Longines. Longines’ movement research and development team has also been dismantled. It no longer belongs to Longines, but is assigned to the ETA movement factory, which is responsible for the related business of ETA movements. Fortunately, the ETA movement factory is also owned by the Swatch Group. This is actually a redistribution of resources within the group. For Longines, not only the positioning has been reduced, but also the movement research and development team is gone, so what is the tinkering of the self-produced movement? So since then, Longines has generally adopted ETA movements. Interestingly, because Lemania was acquired by Breguet, and Breguet was acquired by the Swatch Group in 1999, so after a turn, the L990 movement finally returned to Longines’ parent company Swatch Group. Although Longines rarely uses this movement now, in some watches of top brands such as Breguet and Parmigiani, we can see the movement based on the L990. Maybe some people think that Longines’ positioning has been reduced and the movement’s research and development capabilities have also been lost. But in my opinion, this is also ‘blessed by misfortune’. Today’s Longines, regardless of its popularity or influence, is world-class. Even in the entire watch world, Longines is also one of the most profitable watch brands. Compared with the strong R & D capabilities of the movement and the so-called advanced positioning, but compared with the verge of bankruptcy due to poor management and other reasons, I think the former is much better. Let’s put it this way, if you are given the choice, are you willing to be a once-declined noble, or are you a successful businessman worth hundreds of millions now? For the sake of strategic considerations, the Swatch Group has made Omega and Longines focus on high-end and mid-range, respectively, which is very prescient. They did indeed submit a satisfactory transcript in their respective positions. In fact, with the ETA movement factory as a ‘movement giant’, Longines does not need to work hard on the development of the movement. The ETA movement factory will even provide a ‘small stove’ for Longines, providing some movements that only Longines can use. For example, the column wheel chronograph movement based on ETA7750, the L888 movement based on ETA2892, and a power reserve of 64 hours. Longines launched a cost-effective annual calendar this year. The ETA movement factory is the ‘behind the scenes’. It adds an annual calendar module to the ETA movement to help Longines control the price of the annual calendar steadily within 20,000 yuan. Therefore, in terms of positioning like Longines, with the ETA movement factory as a strong backing, it is really not important to produce the movement yourself. The self-produced movement is handed over to Omega and above. Longines has developed from a brand that almost closed down to a world-class brand like today, which has both luck and its own historical heritage as well as the positioning and packaging of the Swatch Group. It combines a clever design, a reasonable price, and in-place publicity. Longines may not be high-end enough, but for many, this is one of the first Swiss watches they can afford, wearing both face and taste.

Wrapping The Warmth Of Amy Long Laimeng’s New Year’s Romance In Silver With Romance

What is romance? People in love say romance is the happiness that two people get together every second; husbands and wives who talk about romance say that romance is a period of smile; artists say that romance conveys a pleasing beauty. When the bell of the New Year rings, it is a new beginning in everyone’s heart. The watch is undoubtedly a symbolic New Year gift, which means a good wish for the new year and a romance for the years together. witness. Amy Long also specially launched the Lehman series watch that appeared in the New Year. With its elegant and romantic noble appearance, he sent a message for the New Year.

 Across the Geneva and Leman Lakes in France, the dark blue clear water reflects the snowy peaks of the Alps, filled with the aura of heaven and earth. This is probably the best nutrient for love and thought. Amy Long, a watch brand originating from the shore of Lake Leman, has been known for its exquisite and elegant craft watches since its inception. The ‘Lehman’ series of watches named in memory of Mr. Emilon, in the creative process, condenses the inspiration of the watchmakers from the shores of Lake Leman, forming a natural and romantic temperament. Two large plate designs with a diameter of 38mm and 42mm, in a neutral and fashionable taste, highlight the quiet and unrestrained romantic color. The ‘Lemon’ series watches continue the design of the time wing of Emilion, fused with the round case, and interpret the romantic and free charm with a stretched and atmospheric wing shape. The case of the ‘Golden Lemme’ series watch is made of 18K rose gold with a romantic accent, which softens time.

 In Amy Long’s models, the ‘Laimeng’ watch not only has a brand commemorative significance, but also embodies the most core part of the Amy Long’s brand culture, that is, delicate, elegant and noble decorative art presentation. The ‘Laimeng’ series models gather the clear and quiet temperament of Laimeng Lake, without showing off and making noisy, conveying deep watchmaking details with exquisite detail quality. The ‘Lymon’ series uses the ETA2892 fully automatic mechanical movement with a 3-point calendar display. The dial design is concise and elegant, elegant and refined, and the lead is washed away, vividly conveying the simple and more luxurious fashion cutting-edge concept. The unique design of the casing structure forms a slim shape with an overall thickness of only 9MM. The entire watch fits closely to the wrist, giving a more comfortable wearing experience. The large-sized dial has a simple yet dull visual effect through clever multi-level design. Usually large-sized dials will test the waterproof technology more. After testing, the ‘Lehman’ series watches have passed the full 30-meter dive test. The sapphire glass mirror shows the subtle texture of the dial more clearly, exuding a clear, bright lake-like quiet texture.
 The dial of the ‘Golden Lemme’ series is designed with three classic colors of white, gray and brown, which are matched with the rose gold case and hands to form a unique style that is soft and noble. The European-style Roman-shaped watch text not only clearly marks the time, but also looks like a retro European-style art texture, which becomes the finishing touch in the dial design.
 The ‘Laimeng’ series watches soaked with the spirit and charm of Lake Laimeng are designed to express a beautiful state of mind and a beautiful image, just like the smoky waves and poetic mood of Lake Laimeng. The ‘Lemon’ series watch with such a romantic spirit is believed to inspire us to realize more about romance, about beauty, and about love when recording time for us silently.