The Rapidly Evolving Watch Technology of a Young Brand

The founder, entrepreneur Carlos Dias, is a man who, as a watch collector, deeply understands the allure of traditional Swiss watches. Together with the skilled watchmaker Roger Dubuis, they have launched a series of "new era Swiss mechanical watches" that fuse in-house movements designed and developed with the latest technology, while respecting traditional styles and mechanisms, with bold, contemporary designs. The brand quickly became immensely popular among those who found traditional mechanical watches from established houses lacking in character.

In particular, their movement technology and development pace are astonishing. In just 15 years of history, they have developed a vast number of in-house movements, including the double flyingtourbillonand skeleton tourbillons. Many of these have obtained the "Geneva Seal," a guarantee from the city of Geneva that they are manufactured according to traditional Swiss watchmaking procedures. This is an unprecedented achievement for a new brand starting from scratch with the "Zero" precision certification from the Besançon Observatory in France.

Since 2009, the brand has been under the umbrella of Compagnie Financière Richemont, and under a new CEO, it has entered a phase of preparation for development based on a new brand concept. 2011 marked the release of the first products from this "new concept" – a new collection named "Monegasque," inspired by "celebrities living in Monaco and embracing a challenging life." The bold design is as appealing to men who want to express their individuality as the previous collections. Furthermore, while even stainless steel cases typically cost over one million yen, this collection offers models priced under one million yen. New collections are scheduled to appear in 2012, and we eagerly anticipate them.





Roger Dubuis
Tel. 03-3288-6640