MARCH 22 - DECEMBER 22, 2016 // SUCCESS
Phase 1: Take-off
Having already unsettled the hushed world of watchmaking, the CODE41 project produces the first mechanical watch created in collaboration with a community of 57,000 members. Phase 1 became a reality on December 22, 2016 with a crowdfunding campaign which raised 543,150 CHF.
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P1, CHAPTER 1 // MARCH 30TH 2016 SWISS MADE OR TOTAL TRANSPARENCY ON ORIGINIt 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.
P1, CHAPTER 2 // APRIL 13TH 2016 PRICES, MARGINS AND POSITIONINGCost 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.
P1, CHAPTER 3 // APRIL 27TH 2016 EXCLUSIVE DISTRIBUTION AND COMMUNITY POWERThe 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.
P1, CHAPTER 4 // MAY 11TH 2016 WE UNVEIL OUR FIRST DESIGNSWe 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!
P1, CHAPTER 5 // MAY 25TH 2016 WE INTRODUCE OURSELVESWe’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.
P1, CHAPTER 6 // JUNE 22ND 2016 LET’S TAKE A LOOK AT THE LATEST DEVELOPMENTSIn 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!
P1, CHAPTER 7 // JULY 27TH 2016 UPDATE ON DESIGN PROGRESS AND A FOCUS ON DEVELOPMENTLet’s focus on the latest developments.
P1, CHAPTER 8 // AUG. 17TH 2016 A SPECIAL MOVEMENT FOR A SPECIAL SERIESIn addition to the standard collection, we would like to create special series with distinctive movements. We will show you a number of options.
P1, CHAPTER 9 // SEPT. 21ST 2016 NEW BRAND, SOBER DIAL AND LAUNCH DATEThe 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.
P1, CHAPTER 10 // OCT. 12ST 2016 FINALIZED COLLECTION & CROWDFUNDINGThings are really starting to get serious.
2017 - 2019 // SUCCESS
Phase 2: Blasting off
Production, logistics, strategy, we are going to tell you everything and even touch on some taboo subjects that won’t please everyone.
See chapters - phase 2See the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapterSee the chapter
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.
P2, CHAPTER 2 // JULY 12TH 2017 CHECKUP 6 MONTHS AFTER OUR KICKSTARTER CAMPAIGNAlready 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.
P2, CHAPTER 3 // AUG. 9TH 2017 PACKAGING, LOGISTICS AND AFTER-SALES SERVICEWe’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.
P2, CHAPTER 4 // SEPT. 6TH 2017 WE ALSO SHARE OUR SUCCESSWhat 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.
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.
NEWSFLASH // NOV. 8TH 2017 THE DREAM BECOMES A REALITYWe 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.
P2, CHAPTER 6 // JAN. 31ST 2018 SUMMARY OF PHASE 2First watches produced and delivered but also some concerns with logistic. We’re going to take a closer look.
P2, CHAPTER 7 // FEBRUARY 28, 2018 OBJECTIVES, INDULGANCE AND MECHANICSNew year, new challenges! This year will be devoted to creativity. Lovers of fine mechanical engineering will not be disappointed.
P2, CHAPTER 8 // MARCH 14, 2018 PROJECT X41 – MANUFACTUREWe are fascinated by ultra-mechanical watches, but they are often prohibitively expensive. We’ve decided to do something about that.
P2, CHAPTER 9 // APRIL 18, 2018 PROJECT X41 – INITIAL IDEASThe architecture of our movement is in place. Here are a few variants; it’s up to you to decide.
P2, CHAPTER 10 // SEPT. 26, 2018 PROJECT UPDATEIt's been a long, hot summer! New premises, new team members, lots of projects... and also a few delays ;) We'll be reviewing the situation.
P2, CHAPTER 11 // OCTOBER 31, 2018 PROJECT X41 – DESIGN EVOLUTIONHere's the long-awaited follow-up to the X41 adventure :) On the road to the democratization of fine watchmaking.
P2, CHAPTER 12 // DECEMBER 5, 2018 PROJECT X41 - LATEST DETAILSConstruction of the movement and design of the case, we are almost there!
P2, CHAPTER 13 // FEBRUARY 6, 2019 PROJECT X41 - FINALIZATIONFinalization of the movement and design of the case.
2019 - 2021 // ONGOING
Phase 3: Conquering the universe
CODE41 will take over the major watchmaking groups and give power to the community. Yes, I know we could be more ambitious
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P3, CHAPTER 1 // JANUARY 17, 2020 Summary 2019Flashback to the year 2019, intense and joyful in equal parts for CODE41 and its community.
P3, CHAPTER 2 // MAY 12, 2020
The collection will continue to evolve, but it will no longer exist in its current original form.
End of ANOMALY
P3, CHAPTER 3 // AUG. 25, 2021
Our mission is simple: to enable you to experience the fabulous adventure that is the creation of an exceptional watch, and allow you to contribute to its story.
Assessment and new project