RESULTS OF OUR
SURVEY ON ORIGIN
A great number of you have participated in our survey on origin. The current results are: 42% for Swiss Made according to the Law of Swissness, 42% for non-Swiss Made and 16% for exclusively Swiss production. It is very tight between the first two to say the least! These results are changing from day to day, and the non-Swiss Made model is increasing in popularity as our audience becomes more international. Based on this survey and the numerous messages and comments we have received, it would appear that what matters most to people is the design, the price and the overall quality of the product.
WHAT ARE WE
EVENTUALLY GOING TO DO?
WARNING: WHAT FOLLOWS COULD HURT THE FEELINGS OF TRADITIONAL MARKETING ENTHUSIASTS
It seemed important to us to address the very controversial Swiss Made label. For our part, we have decided to push it to the background, and to focus on the product. As you will have understood, flawless quality, a strong design and excellent value for money are invariable criteria for all of our timepieces. Through our TTO label – Total Transparency on Origin – we want to demonstrate that there are high-quality companies all over the world, and that the real added value of Switzerland is the ability to utilize this talent like no other.
Therefore, in our collections you will find models with components originating from all four corners of the world, as well as from Switzerland, of course, though the latter will be not be chosen with the aim of adhering to Swiss Made criteria, rather simply because the movement or component in question has a defining feature that appeals to us. This also has implications for price differences between models, which can be high.
We are aware that this approach goes against traditional marketing rules, but we believe that our transparency on origin and cost will allow us to put emphasis on the product without having to worry about market positioning. We will be able to explain how we arrived at the displayed price for each model.
BIVER REQUESTS A REVISION OF THE LAW FOR SMART WATCHES
M. Biver has made a request to the FH (Swiss Watchmaking Federation) to revise to Law of Swissness for connected watches, with the aim of allowing the affixing of the Swiss Made reference. Are we the only ones who think that this makes no sense? Is this not an opportunity to prove that what really matters is the talent of the conductor, and that the origin of the participants has little bearing on their quality? An amusing alternative would be to change the Swiss Made label for “SWISS BRAIN INSIDE”!
LET’S GET TO THE PRODUCT. WHAT ARE THE NEXT STAGES OF DEVELOPMENT?
ESTHETIC AND ERGONOMIC ADJUSTMENTS – 2 WEEKS
We have already made an initial prototype using 3D printing. Its 41mm size seems right; on the other hand the lugs would benefit from being more plunging. The cut on the side is too pronounced and long. The bezel seems a little thin. We will require one or two more 3D printed prototypes before approving the design. The advantage of resin models is that they only cost $30 and can be obtained in a matter of days.
TECHNICAL REVIEW – 3 TO 4 WEEKS
The technical study will allow us to approve the construction, and to issue calls for tenders to subcontractors in order to precisely define the costs of production, and thus the final public price.
REALISTIC PROTOTYPE – 8 TO 10 WEEKS
The realistic prototype will allow us to approve the model in its entirety. It is important to resolve as many problems as possible with the 3D printed models, as realistic prototypes cost around $2,000 and take 2 to 3 months to create.
WHO ARE OUR WATCHES AIMED AT?
Our timepieces are intended for people who, like us, are fascinated by mechanical watches, particularly by those whose mechanism is an integral part of its esthetic. Unfortunately these are often prohibitively expensive. Our aim is to create watches equipped with standard movements, but with a notably mechanical esthetic. We want the face to be an extension of the movement. That said, we plan to create a few units with exceptional movements which, thanks to our distribution and price policy, will remain very affordable. Find out more on August 17th.
FEEDBACK ON YOUR COMMENTS
Following the presentation of our first design, we received plenty of comments. On the whole they have been very positive opinions. Here are a few interesting and constructive comments which came up frequently:
THE CASE HAS OCCASIONALLY BEEN PERCEIVED AS TOO “STANDARD”:
8 out of every 10 watches sold worldwide are round; the real challenge is to reinvent the round case and, without meaning to blow our own horn, I believe we are doing just fine. 😉
THE NAME ‘GOLDGENA’ SHOULD BE CHANGED:
Many people have let us know that they don’t like ‘Goldgena’ as a brand name this is something we will be reviewing in our next chapter.
VERSION FEATURING ETA 2893 MOVEMENT
Here is a version of our design based on the ETA 2893 movement which we spoke of at the time of the presentation of our design.
MOVEMENT ETA 2893
COLOR AND MATERIAL RESEARCH
The shape and dimension are naturally very important aspects, but the colors and materials must not be underestimated, as they can bring a design to life in a very different way. Tell us what you think.