Watch for the woke

Vic­tori­nox CEO Alexan­der Ben­nouna tells us about the new INOX V, the watch for strong women

ELLE (Malaysia) - - RADAR -

Its strap is made of para­cord.

“It’s an in­ter­est­ing con­cept, kind of a res­cue tool on your wrist. From my very brief boy scout ex­pe­ri­ence, if you’re lost in the mid­dle of nowhere you need three things to sur­vive: fire, knife and a string. So the idea here is that this is a cord that you can undo just by pulling it out. Open it and inside you have seven strings which can help you do a lot of dif­fer­ent things from a fish­ing net to mak­ing fire.”

Vic­tori­nox tested it with a ‘hand­bag chal­lenge’.

“I’ll be hon­est, I don’t like the term ‘hand­bag chal­lenge’ at all. I find it very sex­ist. I asked them to change it for a reg­u­lar bag or a back­pack but it was too late [ laughs]. But the hand­bag con­tains a lot of dif­fer­ent things: key­chains, per­fumes that are po­ten­tially cor­ro­sive, charg­ers. So they threw the watch into the bag with all the dif­fer­ent items and shook it for hours to make sure the watch would still be in good work­ing con­di­tion.”

The INOX V was in­spired by cars.

“An SUV car is meant to be driven in the coun­try­side but with all the uses of driv­ing in an ur­ban en­vi­ron­ment. It’s strong and solid but also el­e­gant and so­phis­ti­cated. We tried to ap­ply that to the ladies’ ver­sion of the INOX V. In French we have this say­ing, ‘The woman is the fu­ture of the man’. A lot of break­throughs in his­tory are made by women, and I think it was a must for this watch to push the lim­its.”

It chal­lenges com­mon watch stereo­types.

“We de­cided to have a kind of an­ticliché ap­proach to the de­sign and the mar­ket­ing of the watch. It’s not a ‘Bar­bie’-style watch, it’s a watch for the con­scious lady that has a very ac­tive life­style and re­quires a time­piece that will never let her down. It con­veys the idea that strong is the new pretty.”

The INOX V’s para­cord strap is a prac­ti­cal in­no­va­tion for prac­ti­cal women

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