A new Anglo-Swiss brand sets out to modernise the classics
Last week, one watch podcast released an episode dedicated to the question of brand design. What’s better, it asked: consistency or variety? The answer, of course, depends on what brand you’re talking about.
Rolex or Cartier has no business reason to change its designs, in the same way Porsche isn’t going to muck about with it’s 911. It’s already perfect. Other brands – Richard Mille, MB&F, Urwerk – exist at the other end of the spectrum. To make each watch crazier than the last. He’s got a point. Rolex might effectively make “the same” Submariner every time but then it invented that design, so fair enough. There are dozens of other watch brands who release thousands of inferior versions of the Submariner each year by sticking as closely as they can to its original look, from 1953.Aera wants to do something different. The company has launched with two watches, the D-1 Diver and the P-1 Pilot.
Aera’s P-1 Pilot does something similar for the pilot watch. Like the D-1 its case shape flows seamlessly into the curved crystal. The design is clean and legible. And the monochrome palate is attention-grabbing without being silly. Both watches use strong Swiss-made Super-LumiNova, applied by hand – something more typically done by a machine. You get the sense that every little design decision has been sweated over.
Belgique Dernières Nouvelles, Belgique Actualités
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