New ap­peal

The Time Kul­ture watch show­case re­turns with a fresh, bold and dar­ing vibe.

The Star Malaysia - Star2 - - Trends - By BERVIN CHEONG star2@thes­tar.com.my

IT first be­gan in 2013 as a plat­form to de­but nov­el­ties from Switzer­land’s pres­ti­gious Basel­world fair. To­day, Time Kul­ture cel­e­brates the ad­ven­tur­ous spirit of con­tem­po­rary watch­mak­ing.

The fourth edi­tion of the show­case will take place at Pavil­ion Kuala Lumpur start­ing to­mor­row un­til July 16. Par­tic­i­pat­ing brands in­clude Bell & Ross, Gra­ham, Longines, Mau­rice Lacroix, Oris, Tag Heuer, Tis­sot and Tu­dor.

“Swiss Watch Gallery cre­ated Time Kul­ture to cel­e­brate the new wave in watch­mak­ing de­sign and en­gi­neer­ing,” states Vali­ram’s ex­ec­u­tive di­rec­tor, Ashvin Vali­ram.

“It is a truly im­mer­sive show­case in which we part­ner out­stand­ing watch­mak­ing names who dare to put the fun into func­tional yet avant-garde time­piece de­signs that ap­peal to young watch en­thu­si­asts.”

With the theme “Rev­o­lu­tion”, this year’s Time Kul­ture aims to draw in the new ur­ban­ites, who are look­ing to cu­rate their life with the lat­est horo­log­i­cal mas­ter­pieces. The am­bi­ence is also de­scribed as raw, fresh and edgy.

Guests can ex­pect an im­mer­sive set­ting with each booth wrapped in con­crete, steel and neon lights. The vis­ual and ex­pe­ri­en­tial el­e­ments take cue from con­tem­po­rary ur­ban fash­ion, ar­chi­tec­ture, mu­sic and vis­ual arts.

“It is a call to the new rev­o­lu­tion­ar­ies – young en­trepreneurs who are try­ing to go be­yond con­ven­tion with creativ­ity and in­no­va­tion, those who are or as­pire to be game-chang­ers the way our eight watch part­ners are,” ex­plains Ashvin.

Rev­o­lu­tion By Time Kul­ture is pre­sented by Swiss Watch Gallery in part­ner­ship with BMW Malaysia, Heineken, May­bank and Ne­spresso. The show­case will travel to Pe­nang in Oc­to­ber and Jo­hor Baru in Novem­ber.

— Tag Heuer

Mix and match the dif­fer­ent straps, lugs and buck­les to cus­tomise your own watch with the Tag Heuer Con­nected Mod­u­lar 45.

— Mau­rice Lacroix

The Mau­rice Lacroix Mas­ter­piece Chrono­graph Skele­ton is a per­fect com­bi­na­tion of de­sign, in­no­va­tion and crafts­man­ship.

— Tu­dor

Tu­dor’s fa­mous Her­itage Black Bay divers’ watch is now avail­able in yel­low gold and steel ver­sion.

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