Phase 1: Take-off

1

P1, CHAPTER 1 // MARCH 30TH 2016 SWISS MADE OR TOTAL TRANSPARENCY ON ORIGIN

It is possible that a watch labelled as ‘Swiss Made’ can be made from components almost entirely manufactured in Asia. We have decided to make our watches in a completely transparent manner, and have therefore created the TTO label, standing for Total Transparency on Origin. See the chapter

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P1, CHAPTER 2 // APRIL 13TH 2016 PRICES, MARGINS AND POSITIONING

Cost price, distributor margins, retailer margins… these are all well-kept secrets. Not any more – we’re going to explain it all! Don’t expect us to follow all the rules here either. See the chapter

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P1, CHAPTER 3 // APRIL 27TH 2016 EXCLUSIVE DISTRIBUTION AND COMMUNITY POWER

The traditional distribution network is saturated and difficult for a new brand to break into. Anyway, has it really kept up with modern purchasing behaviors? Take a look at our opinion. See the chapter

4

P1, CHAPTER 4 // MAY 11TH 2016 WE UNVEIL OUR FIRST DESIGNS

We can’t wait to show you our first creations. After that, it’s your turn! Give us your opinion and vote for your favorite design. If you like mechanical watches you will not be disappointed! See the chapter

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P1, CHAPTER 5 // MAY 25TH 2016 WE INTRODUCE OURSELVES

We’ve been in the watchmaking industry for 15 years and rub shoulders with some of you quite frequently. We’re Swiss (well, mostly) and we live in Switzerland (well, most of us). We know what you’re thinking… so much secrecy for a team claiming to be fully transparent. All will be explained. See the chapter

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P1, CHAPTER 6 // JUNE 22ND 2016 LET’S TAKE A LOOK AT THE LATEST DEVELOPMENTS

In our next chapter, we’ll be delving deep into the details of the product. We’ll be describing the evolution of our timepiece, and addressing the feedback you’ve given us on its aesthetics, characteristics and origin. We’re close to our goal; this summer will be hot! See the chapter

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P1, CHAPTER 7 // JULY 27TH 2016 UPDATE ON DESIGN PROGRESS AND A FOCUS ON DEVELOPMENT

Let’s focus on the latest developments. See the chapter

8

P1, CHAPTER 8 // AUG. 17TH 2016 A SPECIAL MOVEMENT FOR A SPECIAL SERIES

In addition to the standard collection, we would like to create special series with distinctive movements. We will show you a number of options. See the chapter

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P1, CHAPTER 9 // SEPT. 21ST 2016 NEW BRAND, SOBER DIAL AND LAUNCH DATE

The collection is ready to go! We will now be launching the technical review and the prototype. We’ve had people telling us they aren’t too keen on the ‘Goldgena’ name, so we’ll be presenting some alternatives. See the chapter

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P1, CHAPTER 10 // OCT. 12ST 2016 FINALIZED COLLECTION & CROWDFUNDING

Things are really starting to get serious. See the chapter

1

P2, CHAPTER 1 // APRIL 13TH 2017 SUPERSTAR OR MICRO-AMBASSADORS ?

Will the big stars always be the brand ambassadors of the future? In this age of globalization, the need for proximity offers new perspectives. See the chapter

2

P2, CHAPTER 2 // JULY 12TH 2017 CHECKUP 6 MONTHS AFTER OUR KICKSTARTER CAMPAIGN

Already 6 months! What have we been up to during this time? A brief update on production, our cash-flow levels and the contrarian approach we’re going to be taking with our project. See the chapter

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P2, CHAPTER 3 // AUG. 9TH 2017 PACKAGING, LOGISTICS AND AFTER-SALES SERVICE

We’ll be showing you the design for our packaging. It’s really attractive and we’re proud of that, but it’s also optimized for logistics and after-sales service which are in tune with our project: international and futuristic. See the chapter

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P2, CHAPTER 4 // SEPT. 6TH 2017 WE ALSO SHARE OUR SUCCESS

What if you could earn money by wearing your favorite watch and speaking about your passion? Wouldn’t that be cool? We’re going to make that a reality. See the chapter

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P2, CHAPITRE 5 // OCT. 4TH 2017 ARE RETAILERS DEAD?

So, will be buy all of our watches online in the future? We don’t think so, but they’re going to have to have a clear-out and think outside the box… once again. See the chapter

NEWSFLASH

NEWSFLASH // NOV. 8TH 2017 THE DREAM BECOMES A REALITY

We interrupt our scheduled programming to bring you this breaking news. After a year of waiting, endless sleepless nights and hundreds of liters of coffee, the first CODE41 watches have been delivered. See the chapter

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P2, CHAPTER 6 // JAN. 31ST 2018 SUMMARY OF PHASE 2

First watches produced and delivered but also some concerns with logistic. We’re going to take a closer look. See the chapter