TendanceHorlogerie.com Linde Werdelin Issue by anwar korti

SUMMER 2010

MARKETING HORLOGER

THE WHITE WATCH FOR HER

The new generation watchmaking marketing

THE GREEN DIAL

PURE DESIGN

THE LINDE WERDELIN ISSUE

CONTENTS

TendanceHorlogerie.com - Linde Werdelin Director Anwar Korti Redactor in chief: Nezha Korti Adress: 14 rue Charles V, 75004 Paris

EDITORIAL

During the holiday season some become very quiet, whereas some others take advantage of this quite moment to achieve as much as possible.

You might have spent your holiday under the sun, or you might not. But what difference does it make, in both cases we have seen Linde Werdelin bringing a lot of innovations and freshness during the whole summer. So many brand new innovations, that we feel like the brand was always with us, somewhere there in our summer luggage. A very aggressive marketing, which leaves no room for competition, and gives the impression that the young watchmaking house which was founded in 2002, has always existed in the watchmaking universe. The 3-Timer collection has market not only the beautiful season, but also the watchmaking brand. Now that summer season is ending, it is time to tell you about all important news of the season. Therefore we are honored to introduce you a special edition dedicated to Linde Werdelin.

SUMMER 2010 - LINDE WERDELIN

LW 3-Timer Green Dial One says that green symbolizes hope. But most of all, it is a color which is considered as good for the eyes. So it shouldn’t be surprising to see Linde Werdelin choosing this color for a dial. Indeed the house is very famous for its obsession regarding pure design.

T he results which comes out is not only the deep color the stain-

less steel dial, but also a better representation of the clockwise, and the presence of the SuperLuminova. The strap is made of black leather and is pierced. This particularity has become part of the identity of the brand. The advantage this strap offers is more than aesthetic: the skin can breathe underneath it. The 3-Timer Green is produced in a limited series of 22 pieces, and one can become the happy owner of this model for 4 920€. The price of the first version of the 3-Timer is at 4 140€. The price difference is due to the pre-

stige and the innovation which is added to the 3-Timer Green Dial. Unlike the previous version of the 3-Timer which is produced in 222 pieces, the 3-Timer Green is produced in 22 pieces only. This version of the 3-Timer is also built with a calibre ETA 2893. The movement enables a normal power reserve (42 hours), however it offers a very interesting advan-

tage: the possibility to read 3 time zones (thanks to the GMT hand and a bi directional 24-hour bezel) with all the advantages that the 3-Timer Green offers, there is no doubt, if any timepiece collector wants to acquire a sport watch which is elegant and useful at the same time, the 3-Timer Green should be ranked on her/his top list.

TECHNICAL DETAILS Case:

46mm (w) & 42mm (bezel diameter) by 49mm (l) by 12mm (h) – (Wears like a 42mm) steel case 24 hour bidirectional turning bezel Screw on steel case-back 2.2mm anti-reflective sapphire crystal Screw in crown with LW logo

Movement: Dial:

ETA 2893 – A2 mechanical automatic 42 hour power reserve

Strap:

White pointed calf strap with steel deployment buckle

Green Date At 4 o’clock 12 rhodium plated applied indexes with Super LumiNova

SUMMER 2010 - LINDE WERDELIN

LW Linde Werdelin Oktopus DLC Enjoy your summer dives and not only!

SUMMER 2010 - LINDE WERDELIN

This summer time, many of us will visit the sea. Engaging in diving activities though requires a good diving watch you can rely on in and out of the water. If to this technical choice we add an aesthetic parameter, the model Oktopus in DLC version of Linde Werdelin is probably the perfect choice.

comes the impressive clarity of the dial. Beyond the contrast of the white indexes, numerals and hands with pale green Super LumiNova and the DLC treatment of the case, the general look of the watch concentrates our vision on the dial.

struments were launched.

The watch is powered by an ETA 2892 A2 automatic movement. The size of movement compared to the thickness of the watch (14 mm) permits to increase the water resistance up to 110 ATM ( a depth of 1111 meters).

What surprises at first sight is the finishing work of the case: it is

The Octopus DLC is also equipped with a helium valve at 9

Iment t took four years of developbefore LW watches and inNo

an interchangeable strap, so you can customize it and enjoy the various possibilities. The rubber strap cost €180, the textile one €320 and the prestigious alligator strap will cost you €500. Finally, the fair price of the Oktopus DLC model (limited to 88 pieces) is an indisputable advantage and it will cost you €6000 to enjoy summer dives and not only!

need to make an extra effort to read time during your dives!

chiseled, precise and robust; the pure shape of the watch enhances the dial which offers a high angled view of the time; finally,

o’clock to release pressure during resurface time. The Oktopus DLC model by Linde Werdelin is coming with

SUMMER 2010 - LINDE WERDELIN

Linde Werdelin introduce its video animation

A fter presenting the comics named ”The Perfect Five” which we can see the famous character of the

brand Cheng Xue, Linde Werdelin continues to build it universe with a video animation. A unique approach in the philosophy of the watchmaking house: to wander off the beaten track. A new type of marketin that perfectly captures the mood and the story of the brand rooted in our time and modern. This trailer unfolds the episode I called “A Light in the Deep”, where you can follow the adventures four

main characters. This first part will be followed at the end of June by a second trailer. More than just an animation, you will find the range of instruments and watches of the brand in a goal worthy of a “Da Vinci Code”: to decipher the greatest scientific enigma of all times. We invite to watch the teaser and to be patient for the next one.

SUMMER 2010 - LINDE WERDELIN

The new generation watchmaking marketing

L inde Werdelin has introduced us its universe few months ago.

A universe in which the house pushes its marketing strategy beyond the traditional techniques used quite often in the watch-making industry. The idea here is not to build a brand image by sponsoring some sport events, neither by finding a famous face to become your ambassador. Linde Werdelin has built its universe in a very unique way. Indeed their latest representation was made through a graphic novel. Very rarely used, comics are a very clever way to communicate about your product and build your brand image. Comics have a lot of potentials. Not only because of the unlimited possibilities of creative design they offer, but also because they can be read. Indeed, what is our most natural reflex when we find a comic in a magazine? We immediately start reading it! Comics are appreciated by a large public because they deal with emotions and logic at the same time. Linde Werdelin’s “The Perfect V” graphic novel is about four characters dealing with an enigma and which leads to the five watches and instruments created by LW. In order to make this campaign even more fascinating and entertaining, Linde Werdelin made a trailer which takes you for a dive into its universe. This graphic novel was created in partnership with two French men: Dominique BERTAIL, illustrator and Thierry SMOLDEREN, scenario writer. The two artists also worked on “L’Enfer des Pelgram” (Delcourt, 1998-2000). By next autumn you will be given the opportunity to discover in more details “The Perfect V”. The graphic novel will be published in the following magazine: IW Magazine ( USA), Time Werke (Singapore), Rejoles & Estilograficas (Spain), Tiempos de Rejoles (Mexico) and QP (UK). SUMMER 2010 - LINDE WERDELIN

SUMMER 2010 - LINDE WERDELIN

LW 3-Timer Racing

T his summer time is a 3-Timer one. After the launches of the green dial version

Linde Werdelin comes again with two new limited versions named the 3-Timer Racing. Why Racing? Linde Werdelin in collaboration with E’collzione, presented recently during the Grand Prix of Singapore, a special edition of the 3-Timer GTM, named 3-Timer Racing. Based on the 3-Timer model, the 3-Timer Racing can be found in two variant colors (red and yellow), each of them limited to nine pieces. Besides its fresh colors, and its trendy style, this time-piece was designed with a case back on which it is engraved «Racing». The bidirectional 24-hour bezel indexes correspond to the colour details on the case screws and calfskin straps. The 3-Timer Racing is a time-piece on which details have been well-groomed. A high importance was given for the dial visibility. Freshness and elegance are the two master words to qualify these two limited edition models. The 3-Timer Racing is compatible with The Rock and The Reef instruments. Inde- TECHNICAL DETAILS ed, the timepiece, does not derogate from Linde Werdelin’s rule. Case: Size 46mm (w) by 49mm (l) by 12mm (h) Steel case Believe it or not, the price is only €5280 ! 24 hour bidirectional turning bezel Screw on steel case-back 2.2mm anti-reflective sapphire crystal Screw in crown with LW logo Water Resistance 300m Movement: ETA 2893 – A2 mechanical automatic 42 hour power reserve Date At 4 o’clock Dial: Black galvanic satinised dial with silver print 12 rhodium plated applied indexes with Super LumiNova Strap: Black pointed calf strap with red details & stitching and steel ardillon buckle WHERE TO BUY? www.ecollezione.com www.lindewerdelin.com SUMMER 2010 - LINDE WERDELIN

LW 3-Timer The White Watch

SUMMER 2010 - LINDE WERDELIN

...gentlemen

you are be able to borrow the watch of your ladies.

inde Werdelin has certainly been the most active brand in terms of innovation during this season. Few weeks after the launch of the 3-Timer collection, another brand new collection has been introduced. This collection is certainly the one that defines the most this summer season, and Linde Werdelin offers it also in a version dedicated to women, with a very uncluttered design. This new collection represents

a very important event for the watchmaking house, because it is the first ladies watch that it has designed. Reflecting the spirit of Linde Werdelin, this new timepiece is a symbol of elegance and carries the name «The White Watch». Although the movement of the watch is an ETA 2893, the straps have been designed in order to fit perfectly even the thinnest wrist. The white color magnifies the watch, the straps, and the dial get dressed with the color that symbolizes purity. Linde werdlin stands out this sea-

son by offering an automatic model to women. The initiative is certainly not unique, however the remarkable quality of this timepiece is what makes the house so different during this season. The price of the timepiece is also very attractive: about 4 680€. Linde Werdelin makes us dream and offers us this model in only 51 pieces. Therefore a fast reaction is recommended. And for once, gentlemen you are be able to borrow the watch of your ladies.

TECHNICAL DETAILS

Case:

Movement:

ETA 2893 – A2 mechanical automatic 42 hour power reserve

Dial:

White Date At 4 o’clock 12 rhodium plated applied indexes with Super LumiNova

Strap:

White pointed calf strap with steel deployment buckle

Price:

€4680

SUMMER 2010 - LINDE WERDELIN

WHERE TO BUY United States

Lustre Precious Gems Westfield Valley Fair Mall 2855 Stevens Creek Blvd. #1099 Santa Clara, CA 95050 +1 (408) 296 3686 info@lustrepearls.com www.lustrepreciousgems.com

Switzerland

La Serlas Palace Arcade CH-7500 St. Moritz +41 (0)81 833 35 31 www.embassy.ch

Exquisite Timepieces 4380 Gulf Shore Blvd North Suite 800 Naples, FL 34103 +1 (800) 595 5330 www.exquisitetimepieces.com

Zeit Zone Kreuzplatz 2 Postfach 1019 CH-8032 Zürich +41 (0)43 244 67 76 www.zeitzone.ch

Martin Pulli, Inc. 4337 Main Street Philadelphia, PA 19127 +1 (215) 508 4610 www.martinpulli.com Golden Door 1726 Sheepshead Bay Road Brooklyn, NY 11235 +1 (718) 615 4050

U.K

UAE

Linde Werdelin (By Appointment) Studio 7 27a Pembridge Villas London W11 3EP +44 (0)20 7727 6577 Azal -Emirates Towers Boulevard at Emirates Towers Shaikh Zayed Road Dubai +971 4 330 0730 Harvey Nichols Mall of the Emirates Dubai +971 4 409 8888

Singapore

E’Collezione Pte. Ltd. 333A Orchard Road #01-14A Mandarin Gallery 238897 Singapore +65 6737 3820 www.ecollezione.com

ÉTÉ 2010 - LINDE WERDELIN

Embassy Jewel Grendelstrasse 2 CH-6004 Lucerne +41 (0)41 410 53 71 www.embassy.ch

Spain

Boutique Jaeger Le Coultre / Uhren C/ Don Ramon de la Cruz 5 +34 915 754 990 www.deutsche-uhren.com Santi Pàmies Joiers Av. Diagonal, 423-425 08036 Barcelona +34 932 405 170

Portugal

Machado Joalheiro Av. Boavista , 3511 4100-139 Porto Av. Liberdade 180, Loja 3 1250-146 Lisboa www.machadojoalheiro.com

Netherlands

Horloge Platform Nederland Noordeinde 157- A Den Haag 2514 GG +31 70 4274562

France

Guilhem 115, rue Charles Feige 74120 Megève +33 450 21 66 80

Denmark

Franz Jaeger & Me Gothersgade 31 1123 Copenhagen K. +45 32 12 65 60 www.franzj.com Linde Werdelin (By Appointment) Skovgaardsvej 7b 2920 Charlottenlund +45 39 90 09 39

Argentina Chronos BA Florida 1045 Buenos Aires +541143126073 +541143126075 www.chronosba.com

Italy

Brescia Ennio Barozzi Via Gramsci 16B 25122 Brescia +39 03 037 5271 www.barozzi.com Grado Nitta Gioielli Viale Europa Unita 1 +39 04 31 80288 www.nittagioielli.com Lignano Sabbiadoro Nitta Gioielli Viale Venezia 11 +39 04 32 70538 www.nittagioielli.com Messina Aliotta Gioielli Via Garibaldi, 11 98100 Messina +39 09 077 1053

Italy

Rome Hausmann & Co Via del Corso, 406 Roma +39 066871501 Via Condotti, 28 Roma +39 066791558 www.hausmann-co.com Treviso Nitta Gioielli Piazza dei Signori, 8 +39 0422 545210 www.nittagioielli.com Udine Nitta Gioielli Via Rialto 19 +39 04 32 507504 Via Mercatovecchio 14 +39 04 32 511919 www.nittagioielli.com Venezia Nitta Gioielli San Marco 1298 Boutique Pomellato +39 041 52 01048 www.nittagioielli.com

WWW.LINDE WERDELIN.COM

Milan Luigi Verga Orologi & C. S.r.l. via Mazzini, corner via Dogana 20123 Milano +39 02 805 6521 www.luigiverga.it Novara Borra Gioielleria Via Prina, 25 28100 Novara +39 0321 629 196 www.gioielleriaborra.it Pordenone Nitta Gioielli Corso V. Emanuelle II, 15/b +39 04 34 522554 www.nittagioielli.com Reggio Emilia Camparini Via Emilia San Pietro 29C 42100 Reggio Emilia +39 05 2244 2184 Ă&#x2030;TĂ&#x2030; 2010 - LINDE WERDELIN