Being ‘fashionably late’ takes on a whole new meaning when you consider the foray of the biggest names of the fashion industry into watch-making. Clothes, bags, jewellery, shoes, perfumes, sunglasses… The advent of designer watches might be considered natural, but the approach, technology and styles of different couture houses are as varied as their watch collections themselves. Armani, Calvin Klein, Diesel, Guess, Nike, Pierre Cardin, Tommy Hilfiger, Valentino, Versace and most recently Mango, are just a few names of international haute couture brands (that cut across nations, fashion categories, luxury levels and panache) who have ventured into the watch-making genre of fashion. According to Giorgio Armani, “A watch tells more than just time – it reveals something about the wearer.

” In today’s competitive world, modern men and women feel most secure and relaxed, having defined a style of their own. And they want their style to be reflected in not just their clothing but in their accessories as well. This justification might be the obvious reason for this fashion category launch, but we also managed to get snippets of what a few of the biggest design-houses have to say about this venture themselves…

The Big Boss

Hugo Boss — the name denotes success, perfection and a style that transcends international borders. The group has been successfully asserting and expanding its position as a global market leader in the upscale fashion market for years. The Hugo Boss brands encompass all key fashion areas, ranging from classic clothing, evening and leisurewear to functional sportswear and complementary accessories. Hugo Boss watches were launched in Basel in 2006 and will be launched in India as soon as competent service centers can be identified and set up in India. Stephanie Means, Director of Marketing, Hugo Boss Hong Kong Ltd. explains, “Service centers are critical so that Boss customers will be assured that the watches can be fully serviced.” Boss watches fall under the ‘superior fashion’ watch segment.

Unlike Boss clothing, Boss watches follow a different cycle and will present new styles three times a year; the main part of the collection will always be introduced at Basel. When asked what trends Boss watches follow, Means replies, “Boss watches are a logical and attractive extension of a fashion statement recognised all over the world as representing outstanding quality, undeniable comfort, fascinating details… and a powerful emotional charge.” This is amply reflected in the success of the watches since their launch. In fact, Boss accessories make up a significant percentage of sales generated for the group. In answer to the logical question of how a clothing company can develop expertise in watch making technology, Means reveals that Boss watches are manufactured by MGI Luxury Group S.A.

which is a Swiss company. The different components that make up Boss watches are manufactured in different parts of the world. “Our competence is clothing. In MGI, we have found a partner that lead their markets and work successfully with powerful brands. We feel sure that this partner is capable of further extending our position in the superior fashion watch segment.” As is the Hugo Boss ethos, it is not about young or old — it is about the mindset of the wearer. Different models in the Boss watch range to cater to the different requirements and moods of the customer. Boss watches are glamorous yet reassuring, classically elegant or upbeat and sporty, radiating minimalist chic or featuring eye-catching details. These exciting timepieces are as diverse and multi-faceted as the people who wear them. The dials all affirm their identity with the Boss logo appearing in a prominent position. Yet apart from this instantly recognisable signature, no two are alike – just as no two outfits, moods or personalities are identical.

Guess who?
Established in 1981, Guess Inc. began as a young, contemporary fashion apparel company and has since successfully grown into a global lifestyle brand. Throughout the years, the Guess image has been portrayed in unforgettable, innovative campaigns that have made the brand a household name. Introduced to the world in 1983, Guess watches quickly followed suit; designed to appeal to the young and fashion-driven consumer. Guess watches for women are trendy and chic. ‘Adorable’ is the new watch designed for the Guess Girl. Captured in a silver heart shaped case framed in Swarovski crystals with sunray pink dial, the watch is secured on the wrist with a silver tone multi-chain link bracelet with a Guess crystal studded logo in letter charms. Guess Adorable is also available in a gold tone variation with a silver sunray dial. Guess watches for men are inspired by technology, design, and materials.

Guess watches are now available in 30,000 retail locations in over 70 countries across Europe, Asia, Australia, North and South America, the Middle East and North and South Africa. Recently, Guess watches introduced the 180 Series, a new collection of men’s watches in which distinctive, retro elements are reinterpreted in a clean modern look. “This collection of men’s fashion watches features a new movement for Guess - the fly back - in a sophisticated retro design with a fashion twist that is setting a direction for the future,” states Jacqueline Powers, Guess Watches International Brand Manager.

Bold and the Beautiful
Versace, founded in 1978 in Milan by Gianni Versace, has since its inception, fanned out into prêt-a-porter, jewellery, accessories, fragrances, cosmetics and furniture! The watch segment of Versace is part of its high-end collection, covered by the Gianni Versace line. Both bold and flamboyant like the clothing, Versace watches have been a huge success. Celestial bodies like the sun, moon, planets and stars have provided us a reference for measuring the passage of time throughout our existence. With the likes of Halle Berry keeping Versace time, it seems like celestial bodies are still on the job.

Lovely Louis
Travelling, as one knows, has led the House of Louis Vuitton, from the shores of luggage to the sources of time. Established in 1854, Louis Vuitton launched its first collection of time pieces in 2002. Like most other designer watches, LV makes Chronographs, diving watches and of course, jewel-studded fancy time pieces as well. The most interesting of their lot is the custom-made, hand-picked, self-designed, and never to be replicated series of watches. The Tambour Monogram Tourbillion indicates that it is time for Louis Vuitton to make a mark again in the luxury market. It is the ultimate in precision and preciousness, for the happy few who can customise it beyond what it is generally possible. The Tambour Monogram Tourbillion watch is reinvented by each owner in her or his own image! Creating a Tambour Tourbillion watch, does not only entail manufacturing one of the most precious watches of all times, it also lets each owner create his own model. The future owner of a Tambour Tourbillion watch begins by choosing the gold from which Tourbillion is born.

A discreet and delicate pink, a bright and shiny yellow like the metal one finds on the trunks, or a classical pure white. Then, he can choose the stingray strap from a palette of nuances. At this point, he can decide on the most spectacular part, that is to say the shape of the middle wheel bridge. This little piece, in its original version, is in the LV shape, the brand’s initials in gold, set with diamonds.

These diamonds can be replaced by other precious coloured stones. But the piece itself can also change shape. Thus, the initials of the owner can shape the bridge of the middle wheel, making this watch completely unique. To this day, no watch has ever pushed personalisation so far. Next, the customer can choose, amongst all the leathers and fabrics of the House, the one which dresses up the Louis Vuitton trunk-case, the jewellery box in which the watch is delivered. Sunaina Talwar, PR Manager, says that brand loyalty is what brings customers back. Clientele that has purchased Louis Vuitton bags in the past, and love the style and image that goes with the brand, are most likely to stick with the same image for their time pieces as well.
Designer watches are a reflection of the image of the fashion houses that launch them. They are fancy, chic and advertised as an obvious extension to the stylish customers’ wardrobe. These lovely time pieces have fancy labels and fancier price tags, but they are state-of-the-art in terms of technology and design, plus they certainly keep up with what is in vogue on the ramps. So, ‘If fashion is a form of ugliness so intolerable that we have to alter it every six months’ (courtesy Oscar Wilde) then fashionable watches suffer the same fate.

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