Stuhrling Watches Catalog

2012 EDITION

Remarkable Timepieces For These Remarkable Times.

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REMARKABLE

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Recent studies show that 30% to 50% of the cost of a timepiece can be attributed to the brand’s marketing budget, a number that is very often seven figures long. At first glance, that might seem excessive. But once you realize that this budget covers everything from print, outdoor, TV and web advertising to celebrity endorsers and events, this terribly excessive number isn’t all that excessive anymore. Now imagine that there was a timepiece brand that realized this. And instead of relying on marketing, the company decided to build its brand by focusing its resources on the quality and craftsmanship of its products and the growing number of individuals who appreciate these almost extinct arts.

Consumers would love the brand because everyone loves saving money on well-crafted, high-quality products. The media would love the brand

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because they always love smart brands that show the bigger guys a better way. In fact, consumers and the media would love this brand so much that the company would have to do something to leverage all the positive energy, like launching an advertising campaign to help retailers and distributors get the word out to customers.

In any case and despite our best efforts to focus on what is meaningful versus what is marketing, we have still managed to accumulate some pretty impressive reviews and write-ups in some very impressive national and international publications. In other words, this is the kind of marketing that even the most massive budgets simply can’t buy. But we are fine with this because in our industry, nothing is more remarkable than keeping it real.

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Stuhrling Original LLC. www.stuhrling.com U.S. Offices 449-453 20th Street Brooklyn NY 11215 212.382.1922 telefone 212.382.1921 fax Swiss Offices SIR JAMES MATTHEW Stuhrling Original 3Fl., Salzhaustrasse 5 2503 Biel-Bienne Switzerland

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BARRIE

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We launched our brand around a simple premise: It doesn’t take a collector or connoisseur to appreciate a fine timepiece. In fact, all it takes is the time needed to pick one up and allow your senses to take over. Let your fingers glide over the nuanced grain of the supple leather band as you slip it on. Then feel the subtle yet solid “click” of the butterfly clasp locking as the band seamlessly conforms to your wrist with the kind of comfort and fit usually found in “bespoke” apparel and accessories.

More than just comfort, you’ll also find yourself admiring C

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how perfectly it places the ergonomically designed, surgical grade, stainless steel watch case on the exact spot on your wrist needed for fast, easy viewing.

Now that your tactile senses are satisfied, you find your eyes being drawn to the dial and how its almost hypnotic detailing choreographs light into a series of ever-changing patterns that give new meaning to the expression “time never stands still.” If you haven’t yet realized it, the patterns you’re looking at are, in fact, art. Not just any art, but an art that fuses form and function into a single, striking

1541 T H E H I S T O RY O F T I M E

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Due to a ban on jewelry by John Calvin of Geneva, Switzerland’s jewelers learn the art of timepiece manufacturing from theFrench & German

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“face” that makes it almost impossible for your eyes not to linger.

And like all forms of art, this one has a name: Guilloche’. Guilloché is a centuries-old process in which a series of micro-thin lines or arcs are engraved into the surface of a watch dial. As the process repeats, they begin to form the symmetrical patterns that result in the aforementioned “light show.”

While finding machines capable of this kind of precision outside of Europe is rare, finding the artisans to operate them is even more challenging. Finding both under the same roof can only mean that you’ve found your way to our manufacturing facility, where centuries-old traditions like Guilloché thrive alongside state-of-the-art advancements in design and manufacturing.

Now that your “physical” senses are impressed, your intellect

1657

Balance spring is introduced, this enables timepieces to only lose minutes a day…not hours

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1702

First watches with jeweled bearings introduced

takes over, and you find yourself wondering about the kind of movements encased by this level of artistry.

No matter if they were developed in house by our Europeantrained design and engineering staff or sourced from some of the world’s most respected suppliers, the movements that drive our timepieces are known for both their legendary accuracy and their ability to withstand the demands of the real world.…The same real world that no longer accepts price points of luxury items as a divine right, but rather something that must be earned through quality and meaningful brand attributes.…The kind of attributes that have made owning a Stührling remarkable…from the start.

1759

First lever escapement

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Here’s to the remarkable ones, the ones who can admire tradition yet refuse to get mired in it. They’re the ones who see things differently, because they understand the difference between status and status quo.

Feel free to quote them, challenge them and even glorify them, but don’t ever ignore them because they’re the ones that drive change.

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THE BRAND

They inspire us to ignore words like ‘impossible’ and motivate us to design the kind of timepieces which prove what’s possible when you do. They’re the ones that live for details. To them, engraved rotors, skeletonized movements, guilloche dials, pushbutton butterfly clasps and precision engineered surgical steel cases are nothing less than art… regardless of origin.

They identify with us because we identify with them, not through words or “marketing’ but through breathtaking timepieces that are crafted to become one with the wearer and be appreciated for much more than their flawless timekeeping. Here’s to the remarkable ones, because they are more than just ‘consumers’, they are the soul of Stührling.

1780 T H E H I S T O RY O F T I M E

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First self winding movement

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1786 First guilloché watch dial

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1790 First wristwatch appears

1820 First “Keyless” timepiece appears. Allows users to wind and set time via internal “stem”

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STÜHRLING ORIGINAL

“Original” is not a word we take lightly. In fact, we consider it our one-word mission statement. Original has been part of our DNA since day one. It is the reason we chose to launch our brand with a tourbillon, which we developed in house rather than using a simpler or

more accessible movement. It is also the reason we chose to maintain the legendary production standards of our Swiss counterparts rather than those accepted in the rest of the world. To us, Original is what timepieces should be all about. They bring together art and

1871 T H E H I S T O RY O F T I M E

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First waterproof watch case

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science, tradition and technology, and countless other disciplines into the smallest of spaces, and in the process create for the wearer a thoroughly original, larger-than-life experience.

Original is about authenticity, as in the way every Stührling component is crafted. It is the 40 or more steps involved in producing our dials, a process that is so intricate that over a third are rejected because of imperfections so minute that they can’t be seen without magnification. Original is knowing that brands aren’t built using shortcuts. That is why the art that adorns our skeleton movements and rotors is performed by hand, using equipment and techniques not usually found in our part of the world.

Original is when no detail is too small, for example, our approach to crown design. Surprised? Don’t be. After all, other than the deployant buckle, the crown is the most used part of the watch. Consequently, it needs to be engineered so that two fingers can hold it easily and turn it smoothly, whether you are winding the mainspring or setting the time, day or date.

Original is respecting your customers by creating the kinds of timepieces that connect with them in the unique way that only a fine timepiece can. Original is what makes a watch a timepiece and what makes Stührling Original timepieces, remarkable.

1891

First Tourbillon movement

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1914

First wrist watch with alarm

1923

First automatic watch

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1925 First perpetual calendar T H E H I S T O RY O F T I M E

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STÜHRLING PRESTIGE

Prestige is the rare collection that occurs when a brand is truly in touch with its consumers. This is because Prestige is more than “Swiss-made” Stührling; it is Stührling evolved. The Swiss traditions and heritage that inspired us and excited Stührling owners worldwide became the impetus for a collection that takes the dream of Swiss watch ownership from aspiration to reality. Prestige is bold, coin-edged cases and tiered bezels, precisioncrafted from surgical steel to perfectly contour to the wrist. Prestige is engine-turned dials paired with classic hands to create a face that will be admired for much more than just the time.

Prestige means movements sourced from some of Switzerland’s most prestigious suppliers, including ETA/Valjoux, Sellita, Ronda and others. In

1933 First children’s watch Ingersoll’s “Mickey Mouse”

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1953 First battery powered watch

keeping with Stührling tradition, these jeweled movements are calibrated, customized and refined in our own atelier. They are the movements that define the industry and the vision behind Prestige. Prestige is the materials as well as the manufacture. Our straps are crafted from top grain hides so they are soft to the touch yet impervious to the elements. Whether they are attached to a deployant or a classic buckle, the result is the same, an utterly flawless, thoroughly comfortable fit.

Prestige captures the hearts and minds of timepiece lovers because it gives them the best of both worlds, a centuries-old adherence to quality and tradition combined with a contemporary approach to design, materials and value. In short, Prestige is Swiss made…made remarkable.

1966 First quartz watch

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Like all Stührling timepieces, this statement is as much about substance as it is about style. No matter if the case is composite or surgical grade stainless steel, it is designed to withstand the lifestyle it reflects. While the straps and bands range from military grade rubber and silicon to rich exotic leathers, they are all chosen for their ability to last for the long term, whether they are worn with a wetsuit, a business suit or a combination of both. Even the attention paid to the dials was nothing short of extreme. Colors were chosen for optimal visibility, even when viewed while skiing, snorkeling or surfing. Bezels were designed for easy rotation and easier calculation of elapsed time.

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Most importantly, the movements, like all Stührling movements, were chosen after extensive testing under conditions that only the most extreme of Xtreme owners would ever subject them to. No matter if they are Swiss quartz or Stührling mechanical, they are the kinds of movements that take accuracy and reliability to the extreme. Powerful yet empowering, Xtreme resets the bar for remarkable.

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As even a cursory inspection will confirm, Stührling Xtreme cannot be defined by a single design, performance or functionality feature. We created Xtreme to be the kind of statement collection in which all elements come together with decidedly extreme results. From the Raven Crossfire’s reimagining of the classic chronograph, to the Gen X Mastermind’s integration of both retrograde and traditional sub-dials, to the Bauhaus-influenced contours of the Metropolis Chrono, Xtreme is where strength meets sophistication to create a whole new breed of statement timepieces.

1968 T H E H I S T O RY O F T I M E

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First self winding chronographs

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1969

2002

2011

First watch makes it to the moon‌and back

Stuhrling launches brand and simultaneously creates new segment of timepiece aficionados by introducing first non-European tourbillon

Physicists determine Cesium Fountain clock to be world’s most accurate as it deviates only one second every 138 million years

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Recent studies show that 30% to 50% of the cost of a timepiece can be attributed to the brand’s marketing budget, a number that is very often seven figures long. At first glance, that might seem excessive. But once you realize that this budget covers everything from print, outdoor, TV and web advertising to celebrity endorsers and events, this terribly excessive number isn’t all that excessive anymore. Now imagine that there was a timepiece brand that realized this. And instead of relying on marketing, the company decided to build its brand by focusing its resources on the quality and craftsmanship of its products and the growing number of individuals who appreciate these almost extinct arts.

Consumers would love the brand because everyone loves saving money on well-crafted, high-quality products. The media would love the brand

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because they always love smart brands that show the bigger guys a better way. In fact, consumers and the media would love this brand so much that the company would have to do something to leverage all the positive energy, like launching an advertising campaign to help retailers and distributors get the word out to customers.

In any case and despite our best efforts to focus on what is meaningful versus what is marketing, we have still managed to accumulate some pretty impressive reviews and write-ups in some very impressive national and international publications. In other words, this is the kind of marketing that even the most massive budgets simply can’t buy. But we are fine with this because in our industry, nothing is more remarkable than keeping it real.

2/29/12 12:32 PM

Stuhrling Original LLC. www.stuhrling.com U.S. Offices 449-453 20th Street Brooklyn NY 11215 212.382.1922 telefone 212.382.1921 fax Swiss Offices SIR JAMES MATTHEW Stuhrling Original 3Fl., Salzhaustrasse 5 2503 Biel-Bienne Switzerland

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BARRIE

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