DESIGNED IN BARCELONA
BRAND BOOK 2022
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A RACING HERITAGE DESIGNED IN BARCELONA
ROADBOOK
1.
01. THE HISTORY OF MONTJUÏC
2.
02. THE BRAND
3.
03. THE LOGO
4.
04. OUR INSPIRATION
5.
05. OUR VALUES
6.
06. WHO WE ARE
7.
07. D+D+E IN BARCELONA
8.
08. MOVEMENTS
9.
09. MILESTONES 2018-2021
10. 10. THE SPEED COLLECTION
Rudolf Caracciola: the genius that envisioned Montjuïc This mythical German driver and perhaps the first great motor racing champion, was the one who realized (when visiting Montjuïc in 1931) that this was both a beautiful and a fast track. Shortly afterwards, in 1932, the first race was held at "the magic mountain,” thus beginning the legend from which the Montjuïc Watches name was born.
Caracciola, known by the nickname "Raggenmeister" (master of rain, in German) won the European Drivers' Championship in 1935, 1937 and 1938, equivalent at the time to the World Championship.
Montjuïc, a story that began 90 years ago. The story of the Montjuïc Circuit began in 1932 Montjuïc has hosted World Championships in multiple disciplines since the very beginning: Formula 1, Motorcycle World Championships, Endurance World Championships, Spanish Speed Championships, etc. Founded almost at the same time as other well-known circuits such as Monaco and its track length of 3,790 meters, Montjuïc has hosted driving champions such as Tazio Nuvolari, Niki Lauda, James Hunt, Emerson Fittipaldi, Jackie Ickx and Clay Regazonni. And in motorcycling, Angel Nieto, Santiago Herrero, Salvador Cañellas and Benjamín Grau. These are just a few of the many champions that have competed here. Montjuïc and Barcelona are two “concepts” that are inseparable. Montjuïc hosted the Universal Exhibition of 1929, Montjuïc is home to the Palau Sant Jordi, and was the location of the opening and closing ceremonies of the 1992 Olympic Games. All of this in addition to being the location chosen for the National Museum of Art of Catalonia, the Miró Foundation, and the Mies Van der Rohe Foundation. In short, Montjuïc conveys speed and a passion for top-level sports, culture, avant-garde and design.
The heritage of the Montjuïc Circuit Barcelona's relationship with motor sports started with the the Montjuïc Circuit and continues to this day.
The Barcelona-Catalunya Circuit - one of the few in the world where tests of the two maximum categories of Motorsport (Formula 1 and MotoGP) have been held each year for more than 30 years - picked up the baton when it was inaugurated in 1991, just six years after the last race was held at Montjuïc. .
Montjuïc and its legacy (motorcycling) The generations of riders who competed at Montjuïc were the building blocks of Barcelona motorcycling and which paid off for years to come. The saga of great pilots that began with Juan Soler in 1955 and that continued with Elizalde, Busquets, Fargas, Cañellas, Grau, etc., has survived to this day. Barcelona was and continues to be the nurturing ground of drivers of the highest level. And not only that, but these local drivers are joined by a long list of outstanding world-class drivers who have trained here. These include Marc Márquez, Jorge Lorenzo, Emilio Alzamora, Remy Gardner and others.
This is the legacy that Montjuïc has bestowed on the history of motorcycling.
Montjuïc and its legacy
Motorcycling
Montjuïc and its legacy
Car Racing
Barcelona and Motorsport
Just like motorcycling, great motorsport pilots are testament to and fruit of Montjuïc's legacy. All of them have reached the highest level in one way or another in different motorsport disciplines such as Formula 1, Indycar Series, World Rally Championship, TCR, 24 Hours of Le Mans, Dakar Rally, etc. And as in the case of Salvador Cañellas - not only a pioneer in motorsport but also in motorcycling - some of them have been pioneers in multiple disciplines.
Montjuïc, Barcelona and the motor industry The history of Montjuïc is connected to that of the motor industry. In the first half of the 20th century, Barcelona was a decisive city in the development of this industry as prestigious international brands such as Pegaso, Hispano Suiza or Elizalde, in the case of automobiles, were located here. And in terms of motorbike companies, the unforgettable Bultaco, Montesa, Derbi, Sanglas or Ossa, all contributed decisively to boost both the industry and motor sports in general.
2 The brand
The Brand Montjuïc is a brand inspired by the world of motorsport, created and based in Barcelona. That is why, right from the outset, we focused on looking for a name that would identify with our city and that encompasses both an enormous tradition with respect to the motor industry and competition, as well as an undoubted avant-garde vocation when it comes to design. It was from that objective … to unite motor sports and design - that the idea arose. Unanimously, we decided that the Montjuïc name was perfect since it represented competition and motor sport, culture and the avant-garde, aside from being one of the most emblematic and well-known areas of Barcelona throughout the world. It also helped knowing that the name sounds similar in any language when pronounced, facilitating recognition and memorization.
3 The logo
Montjuïc's image is represented by its logo, with a concept that synthesizes the brand's inspiration in the world of motorsport and competition. The initial of the brand, "M", has a double meaning. The first is to partially represent the shape of a speed circuit layout. And the second, by adding the two upper lines, synthesize the shape of a piston, the piece that can be considered the heart of an engine and from where its strength is generated. Furthermore, in following Van der Rohe's famous phrase "less is more", its lines are as simple as possible, making it an easily recognizable and scalable logo. As such, it can easily be reduced to the size of just a few millimeters in certain parts of a watch and continue to be perfectly identifiable.
2 EL LOGO
Our Inspiration As fans of both the watch industry and motor sports, we couldn’t identify any brand or type of watch that bridged those two worlds in the way we imagined. A very high quality brand, made in Europe and with defined and clearly distinguishable design elements. To define that distinctive design, Montjuïc ("the magic mountain"), is undoubtedly our most important stylistic and inspiring reference. Our watches’ shape, dial color and strap combinations are all inspired by competition and with a special nod to the Formula 1 and motorcycling races that were held on this Barcelona track for more than fifty years. We were also inspired in a special way by how drivers with more talent than financial means, fought in 24-hour races - combining hard work, grit and risk in equal measure, to prevail in this extremely taxing event. And all of this backstory, influence and inspiration is now projected into the future. Montjuïc, a "racing inspired" brand, also incorporates cutting edge design - daring to mix historical elements of the Montjuïc circuit with more avant-garde and contemporary design.
4 inspirations
5 Our values
“Your values define who you truly are. Your true identity is the total sum of your values” Assegid Habtewold
CREATIVITY To develop deeply personal and distinctive designs but always remain true to our inspiration.
EXPERIENCE Many years in the watchmaking industry protect our entire creative process - from concept to the final phase of production.
PRECISION To achieve the highest quality by controlling even the smallest detail.
INTEGRITY To offer the best relationship between the quality that the customer expects and the price paid.
PASSION For perfection, for quality, and for obtaining durable and reliable products.
COMMITMENT To our partners, suppliers and customers.
THREE FRIENDS AND A IDEA Montjuïc Watches began to take shape after an informal conversation back in 2018. This idea matured over the course of many months and Rosendo Rabat, Tendu Rabat and Edu Méndez decided to get behind the idea/project and move it forward. Watchmaking and motor sports were the two themes that united us and helped create a common vision of our project. Professionally, we come from different industries. The Rabats contribute experience as part of a family with many years of experience in watchmaking - while Edu comes from the motorcycle industry, where he has worked with some of the best brands in the world for over 30-years. Collectively, these experiences and a true passion for motor sports is what clearly set the Montjuïc Watches compass right from the beginning.
6 QUIÉNES SOMOS
AN AUTHENTIC DREAM TEAM Aside from the three founders of the brand, Montjuïc benefits from a group of internal and external partners without whom it would have been impossible to turn that first idea into the business it is today. We refer very specifically to the design team, the master watchmaker and the rest of the team of watchmaking specialists, our after-sales and logistics partners and the team that brings their experience and know-how to the complex phases of prototyping, validation and production testing. We also have a group of outsourced friends and partners that has joined us from the outset and who will continue to accompany us in the future. We are referring to packaging specialists, the carpenter craftsmen of our showcase displays, marketing professionals and a long etcetera of people and companies that in one way or another have contributed to our story. This is how we have managed to get Montjuïc from conception to becoming the reality it is today: everyone working as an incredibly synchronized and cohesive team - and with a common goal always in mind.
BWH: BARCELONA WATCH HUB Our idea is not only to create and consolidate a brand like Montjuïc but is in fact far more ambitious: to build the foundations of an authentic watchmaking hub in Barcelona. Within our vicinity, there is a healthy ecosystem of high-tech companies capable of offering precise and very specialized craftsmanship – that exceeds even the highest watchmaking quality standards. These companies are mainly focused on building highlevel automotive components for the best brands in the world. And that is why they are able to manufacture parts with tolerance levels in microns (0.001 millimeters) or to work on parts made of materials capable of withstanding +100 degree temperatures millions of times over and throughout their product lifespan. We also have professional designers, experienced watchmakers, communication experts, specialists in both digital and traditional marketing, etc. In short, the idea is to create a group of experts and companies to encourage, advise and promote entrepreneurs who decide to join the BWH, and over time, consolidate Barcelona as a key location in the industry.
7 D+D+E MONTJUÏC
D+D+E: DESIGN, DEVELOPMENT AND ASSEMBLY IN BARCELONA
OWN DESIGN AND DEVELOPMENT
ASSEMBLY IN BARCELONA
Montjuïc is based on very basic principles - design, quality and reliability – and with all product design and development taking place in Barcelona.
Another crucial phase of the manufacturing process is the assembly. We carry this out in Montjuïc. It is the only way we can be certain of offering a product that meets our quality standards - even if it translates into a much higher cost than, for example, in Asian countries.
These principles or process, already put into practice with the Speed and Speed Chrono, will always be the same pathway for future models. It all begins with an initial idea that we look to mature step by step. Once defined, and after passing through the hands of designers, our technical team turns it into a prototype ready to be subjected to and pass initial testing. This prototype results in pre-series units that are thoroughly tested. And only after passing the strictest tests carried out in our own workshops, is the model approved for commercial production.
This is our approach to remaining faithful to the idea of creating and developing from start to finish a unique and differential product, of the highest quality, both resilient and long-lasting.
Right from the outset, we have been unanimously aligned in maintaining control over final product quality. And that’s why we decided that we had to do it directly ourselves, without outsourcing to other companies, and understanding we would need to assume a significant increase in cost. This lack of compromise is something we greatly value as it’s the only way for each and every Montjuïc watch to be assembled manually, one by one, in our own workshops in Barcelona. We are confident that this brings added value to Montjuïc customers, as we compete in a market controlled by large brands that massively produce at scale watches that are "soulless". Our manufacturing practice is an additional value of Montjuïc.
8 THE MOVEMENTS
“When you buy a Ferrari, you’re buying the motor. I’ll give you the rest for free.” ” Enzo Ferrari
THE MOVEMENTS OF THE MONTJUÏC WATCHES
Without going to the extreme of the quote by Enzo Ferrari, at Montjuïc we are aware that the caliber (also known as "movement" or "machinery") is the engine of any watch and just how important it is. Aside from lending precision and reliability to a watch, the movement gives it its personality. In some ways, it’s like the engine of a sports car. An atmospheric V8 engine has its own characteristics that distinguish it, for example, from a 6-cylinder Turbo boxer engine. Its power delivery, elasticity or sound are characteristic of each type of engine – and this results in each type having unique traits and fingerprint. This is precisely the reason why at Montjuïc, we only use "engines" (movements) of renowned brands - albeit of different types. The range of models is broad and includes those whose function is exclusively hour by hour, to sophisticated models and complex automatic mechanical calibers, not forgetting others such as GMT(*), chronographs, etc. And by type, we also offer mecaquartz calibers or automatic mechanical calibers. But regardless of the movement type, be assured that they all have one thing in common: they only come from prestigious and proven brands such as the Japanese Hattori (Seiko group) or Miyota (Citizen group) or of Swiss origin as in the case of Ronda movements.. (*) Automatic and GMT models will be released in 2022
9 MILESTONES
MONTJUÏC WATCHES MILESTONES 2018-2021
2018 •Initial contacts and business plan development
2019 •January. Kick-off of the Montjuïc watches project •February. Start of logo and corporate image design •June. Montjuïc Watches brand registration •June. Montjuic Watches logo registration
2020 •February. Definition of the final design of the Speed model •March. Prototyping phase kick-off of the Speed model •June. First fully functional prototypes of the Speed model •December. Pre-production units of the Speed model
2021 •January. Design kick-off of the second model: Montjuic Speed CHRONOGRAPH •February. The Speed model passes the tests and is approved to go into production. •April. Start of production Speed •June. Initial commercialization of the Speed model
•September. Building of the technical team: incorporation of the design team
•July. First functional prototypes of the Speed CHRONOGRAPH model
•October. Start of development of the first model, the Montjuïc Speed
•August. First international distributors: Portugal and Andorra
•October. Building of the technical team: incorporation of watchmaking specialists
•August. Speed CHRONOGRAPH prototype approval •August. Production of Speed CHRONOGRAPH series •September. The Speed CHRONOGRAPH passes testing and is approved to go into production •December. The Commercial Network reaches 39 Dealers
“If you analyze the function of an object, its form often becomes obvious.”
Ferdinand A. Porsche
THE ENGINE ALWAYS PRESENT IN THE DESIGN One of the most characteristic details in of the Speed collection is its design inspired by the world of motorsport. Its circular shape with two indentations that run through the box synthesize the shape of a piston, the heart of every engine and a fundamental component in the generation of its strength.
Hardened sapphire crystal with anti-reflective treatment on both sides
Hands and indexes with Superluminova
Subdials at different levels
Dial with applied indexes
316L surgical stainless steel
Curvature of the strap for a perfect fit
Precise angle of the strap holder for a perfect fit.
SMART DESIGN Indentations simulating spaces for segments.
Cylindrical shape inspired by the piston of an engine
Interior design of the strap simulating a tire tread
The design of the Speed range was not only developed with aesthetics but with ergonomics and comfort in mind as well. As such, the strap supports have a precise angle and this together with the soft material of the strap and its exclusive interior design simulating a tire, make the Speed and Speed Chrono watches very comfortable to wear. It should be noted that the strap, following multiple ergonomic studies, tests and prototypes has a well thoughtout and concrete curvature at the point where it attaches to the watch. And for greater comfort, it is available in two different lengths (black strap only)
DETAILS MATTER The Montjuïc Circuit is engraved on the case back. This engraving with clear identification of the finish line, is another tribute we wanted to pay to the magic mountain and its incredible history. Similarly, the crown is inspired by the gears of an engine gearbox with characteristic alienated sprockets.
Crown design inspired by the gears of a gearbox.
Engraving of the Montjuïc Circuit on the case back.
Characteristics of each model engraved on the case back.
“Design means endowing a sensible and pure shape to everyday objects so that they may best serve the function for which they were intended.” André Ricard
Montjuïc Speed: the first of a collection. Montjuïc Speed is very special to us and we hold it close to our hearts. It is the first model released by our brand and with which we wanted to capture the complete philosophy of Montjuïc: sporty style, inspiration in the world of motorsport, and above all, outstanding quality. The collection - that is named after this model - has very distinctive features … among others an unmistakable round shape with two side indentations that give it a look similar to that of a piston, the heart of any engine. The style is inspired by racing car and motorcycle colors, which at the same time gives it a very sporty feel. We chose a mecaquartz type caliber from the Hattori-TMI brand (Seiko group and technology) as the watch engine with its characteristic split-seconds movement. This movement, which divides every second into four parts, brings together the best of two worlds: the reliability and precision of quartz and the smooth movement of the seconds hand found in mechanical watches.
MJ1.0102.B
MJ1.0102.S
MJ1.0101.B
MJ1.0101.S
MJ1.0103.B
MJ1.0103.S
MJ1.0204.S
Lella Lombardi SPECIAL SERIES MJ1.0406.S
MJ1.0507.B
MJ1.0305.S
MJ1.0602.B
MJ1.0602.S
MJ1.0703.B
MJ1.0703.S
MJ1.0801.B
MJ1.0801.S
MJ1.0903.B
MJ1.0903.S
MJ1.1201.B
MJ1.1201.S
MJ1.1302.S
MJ1.1108.B
MJ1.1004.S
MJ1.1409.B
Lella Lombardi SPECIAL SERIES
Montjuïc Speed
Lella Lombardi
The Speed Lella Lombardi, in an exclusive white finish, is a tribute to this brave Italian who knew how to make a place for herself in a world dominated by men. Lella, the only woman so far who has scored in a Formula 1 race , achieved this result in the 1975 Montjuïc race. With this model, Montjuïc pays tribute to this incredible driver known and remembered for her aggressive and bold style.
Speed
CASE: 316L Stainless steel MOVEMENT: Mecaquartz TMI (Seiko Group) GLASS: Sapphire CASE BACK: Screw down, stainless steel WATER RESISTANCE: 5ATM/50M HANDS: Superluminova applied STRAP: Rubber STRAP BUCKLE: In Steel and folding type SECOND STRAP: Incluided WARRANTY: 2 years, can be extended to 10 years
“The secret is to brake one second after common sense suggests and to accelerate one second earlier.” Walter Röhrl
Montjuïc Speed Chronograph: evolution The new Speed Chronograph represents the evolution of the Speed concept.
Maintaining the general shapes of the base model, the Speed Chronograph is bigger- both taller and thicker - in addition to improving water resistance, glass hardness and treatments, etc. Of course, the movement is still mecaquartz but in this case by the prestigious Miyota brand, which pertains to the Citizen group – renowned for technological innovation and quality. In addition to maintaining the second hand of the chronograph with the smooth mecaquartz movement (dividing every second into 4 parts for a better experience), this caliber incorporates a mechanism in the start, stop and reset buttons, which match the experience of an automatic mechanical watch.
MJ2.0101.S
MJ2.0101.B
MJ2.0202.S
MJ2.0602.B
MJ2.0303.S
MJ2.0202.B
MJ2.0501.B
MJ2.0404.S
MONTJUÏC BRAND BOOK
MJ2.0701.S
CHRONOGRAPH
CASE: MOVEMENT: GLASS: CASE BACK: WATER RESISTANCE: HANDS: STRAP: STRAP BUCKLE: SECOND STRAP: WARRANTY:
316L Stainless Steel Miyota-Citizen, mecaquartz type Sapphire with anti-reflective treatment Stainless Steel, screw down 10ATM/100M Superluminova applied Rubber Stainless Steel, folding type Included 2 años, can be extended 10-years.
Speed CHRONOGRAPH
straps
ORANGE RACING
WHITE LELLA
BLUE OFFSHORE
RED FORMULA
BLACK TARMAC
packaging
MONTJUïC & friends
proud sponsor of
A RACING HERITAGE DESIGNED IN BARCELONA www.montjuicwatches.com