Western Watches - Brand Book

WESTERN BRAND BOOK / 2016

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 SocietĂŠ 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 SocietĂŠ. 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 ĂŠmigrĂŠ 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 to 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 W 876 9 G B P 010 C

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 W 8763G PB 070 C

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.

Case Thickness 11.50MM Circumference 230MM Band Material Silicone Water Resistance 5ATM

KRONUS

44 | CHRONOGRAPHS

KRONUS W 8 82 9 G P S 010 F

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 Water Resistance 5ATM

I CO NAN T

48 | CHRONOGRAPHS

I CO NAN T W 878 0 G S T 010 F

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.

Case Thickness

12.25MM

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 W 6 0 4 6 G C B 010 C

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, RUBRIC features a linked metal band, stripped down face and a play of colour that sets it and its wearer apart from their peers.

Case Thickness 11.00MM Circumference 195MM Band Material

Stainless steel

Water Resistance 5ATM

VERNIER

58 | CLASSIC

VERNIER W 7 319 G C B 0 1 0 F

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.

Case Thickness 8.60MM Circumference 205MM Band Material Genuine Leather Water Resistance 3ATM

S WA N K G R E S S

62 | CLASSIC

S WA N K G R E S S W 7 17 2 G B B 0 1 0 C

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.

Case Thickness 7.75MM Circumference 215MM Band Material Genuine Leather Water Resistance 3ATM

HAU T M O N D E

66 | CLASSIC

HAU T M O N D E W 6 0 47G S T 010A

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.

Case Thickness 9.50MM Circumference 250MM Band Material Steel +Ceramic Water Resistance 3ATM

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 G C B 0 1 0 C

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.

Case Thickness 11.1MM Circumference 215MM Band Material Genuine Leather Water Resistance 5ATM

AT TA C H E

7 6 | M U LT I F U N C T I O N

AT TA C H E W 18 2 2 G C B 0 3 0 F

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.

Case Thickness 11.1MM Circumference 203MM Band Material Genuine Leather Water Resistance 5ATM

TRESSEL

8 0 | M U LT I F U N C T I O N

TRESSEL W 18 15 G S T 0 1 0 F

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.

Case Thickness 11.1MM Circumference 203MM Band Material Stainless steel Water Resistance 5ATM

A JA X

8 4 | M U LT I F U N C T I O N

A JA X W 1 8 14 G B R 0 7 0 Q

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.

Case Thickness 8.60MM Circumference 220MM Band Material Genuine Leather Water Resistance 3ATM

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 L S T 14 0 F

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.

Case Thickness 7.25MM Circumference 195MM Band Material Genuine Leather Water Resistance 3ATM

D ISIAC

9 4 | FA S H I O N

DISIAC W 818 2 L S T 10 0 C

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.

Case Thickness 11.00MM Circumference 200MM Band Material Steel +Ceramic Water Resistance 5ATM

ANGELIQUE

9 8 | FA S H I O N

ANGELIQUE W 8 19 5 L P S 0 1 0 F

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.

Case Thickness 10.00MM Circumference 200MM Band Material Stainless steel Water Resistance 5ATM

CELESTE

1 0 2 | FA S H I O N

CELESTE W 8 19 7 L P P 14 0 Q

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.

Case Thickness 7.30MM Circumference 200MM Band Material Stainless steel Water Resistance 3ATM

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 8 16 9 L G P 0 7 0 J

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.

Case Thickness 8.00MM Circumference 190MM Band Material Stainless steel Water Resistance 5ATM

H AYA

112 | GLAM

H AYA W 8 8 33 L P S 010A

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 flower among thorns.

Case Thickness 11.25MM Circumference 175MM Band Material Stainless steel Water Resistance 5ATM

LUXIT Y

116 | GLAM

LUXIT Y W 8 112 L S P B 0 1 0 F

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.

Case Thickness 7.50MM Circumference 215MM Band Material Genuine Leather Water Resistance 3ATM

A S TA R E L L E

120 | GLAM

A S TA R E L L E W 8 13 2 L P P 0 5 1Q

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.

Case Thickness 10.0MM Circumference 190MM Band Material Genuine Leather Water Resistance 5ATM

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: info@swisseastern.com

Tel: +41 32 323 4061 Fax: +41 32 323 9302 Email: info@affluencewatch.com

INTERNATIONAL MULTITRADE ENTERPRISE

WESTERN WATCHES EUROPE

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