This watch caught my eye for a lot of reasons, mainly its courage to go against the mainstream of Swiss watch-making traditions. Its technical superiority does not come from the usual sense of the world, drawing its inspiration from the east and having it designed and manufactured in a few Asian countries. What admired me was the design concept which actually evolves from an inter-racial philosophy and respect by drawing slogans from Asia, Europe and America.
The watch runs on an eco-friendly self winding quartz movement called the Epson I-Matic. Not the usual sense of the world to use a Japanese movement when it is usually seen as an inferior technology to a Swiss make.
Another bold attraction is its removable thick *rubber* strap, which does gives the watch an uncanny sense of character.The designer, Christian Bedat, had wanted a removable strap without cockling at the lug - a protrusion from the case of a wristwatch to which the strap attaches. He solved the problem by designing an interchangeable strap made of rubber (with 7 other different colours available); over choosing a thin leather strap - another out of the ordinary attempt for a luxury branded Swiss watch. The soft silicon rubber strap also fits underneath the case for a quick change.
To date, more than 1000 of the time pieces have been sold since its initial launch on 1 September 2009. The company, Bedat & Co, is now owned by a Malaysian Distributer called Luxury Concepts and is going at an attractive price of US$880 a piece.
Something to think about over the first coming weekend of 2010.
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