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Chronoswiss watches were founded in 1980. The Cold War was at its
height and the world had just discovered the quartz watches, those who
have managed to put a lot of traditional Swiss watch makers out of
business. Gerd-R. Lang took a clever look at the situation and soon
discovered that mechanic were far from obsolete.
The revolution in
watch making business only meant that the customers will change and the
mechanical watches will no longer be made for the masses. This vision
of elitism hasn’t left the company to this day. Chronoswiss watches are
for those people who care for the quality of the watches they buy. A
typical customer will know exactly what he or she is buying and will be
able to appreciate the watch to its true value.
All the ads for
Chronoswiss watches tend to reflect the policy of the company.
Everything is put straightforward without any compromises for image.
The rigor and the lack of marketing nonsense soon established the brand
as one of the most serious in the business.
innovations brought by a Chronoswiss watch are few and far between.
What the company relies on is quality and a fairly complex and complete
line. These watches will have a minimal amount of features designed
specifically for the target involved. You won’t see a waterproof
feature for a design made for businessmen.
Despite their name
Chronoswiss watches are not actually made in Switzerland or at least
not entirely. Some components come from Switzerland, but the assembling
and testing is done in Germany. I do not hesitate though to name these
watches Swiss watches. Their quality and lack of compromise made them
worthy for this title. A Chronoswiss will always be more Swiss than a
Swatch for example.
The German heritage
behind Chronoswiss watches can be felt though, mostly in their design.
There is a certain shape associated with these watches, which most
people would compare with a tuna can. Philistines… Far from being ugly,
these certain peculiarities make these watches unique. The
manufacturing process also has been optimized to German standards.
If you are thinking
of those careful engravers, you are thinking wrong. If there are some
groundbreaking innovations produced by its brand, the manufacturing
process is it. Once again this doesn’t bring down the value of these
watches. They might never gain the popularity of Rolex, but a certain
segment of connoisseurs will always prefer them.
Chronoswiss watches are not made for the wide public, but for that
reduced elite which is always in constant search for innovative, yet
uncompromised design. The price tag reflects this as these watches
don’t come cheap. Expect to spend around 7000 dollars for a new one and
even more if it is a collectible. No matter of what model you buy it is
sure that it will spread confusion among those Rolex owners, who think
of themselves as all knowing.
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