CRAZY CEL­E­BRA­TIONS

Fif­teen years on and Franck Muller’s Crazy Hours time­piece is still go­ing strong with a new in­jec­tion of lim­ited edi­tion watches for Asia. Chief Op­er­a­tions Of­fi­cer Nicholas Ru­daz tells us more

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The Crazy Hours was a watch that ce­mented Franck Muller’s rep­u­ta­tion for com­pli­ca­tions. What is the re­cep­tion of the watch to­day?

You know, when we first launched this watch and its pic­ture was shown in the news­pa­pers or mag­a­zines, 95 per­cent of the peo­ple look­ing at the photo could not see what made the watch spe­cial; be­cause it does take a lit­tle bit of re­flec­tion [to un­der­stand what the watch does]. And it’s the same to­day when I show this watch to some­one who knows noth­ing about the Crazy Hours. It’s only when I ask them to read the time that their mind starts to un­der­stand what’s go­ing on.And I like [to see] their re­ac­tion when that hap­pens. Now, we can pro­mote the watch through video and so­cial me­dia, and of course the mes­sage comes across much eas­ier. Plus, the new de­signs have proven to be pop­u­lar with the public and we’ve sold al­ready quite a nice num­ber of this new lim­ited edi­tion col­lec­tion. So I think the dream of f the Crazy Hours, the fun of this com­pli­ca­tion, is still very well re­ceived.

Tell us a bit more about this new lim­ited edi­tion col­lec­tion.

Well, it’s been up­dated with dif­fer­ent colours and it has a trendier, younger dial. We’ve out­lined the nu­mer­als so that it pops more and we’ve e also got this holo­gram ef­fect in the dial that is all made by hand. It takes 12 dif­fer­ent lay­ers of lac­quer on the dial to achieve ve this. So, you know, it’s not just a quick stamp that pro­duces the dial; ; it’s a hand­made art­work.

Why did you de­cide to make it an Asia-Ex­clu­sive col­lec­tion?

We’ve al­ways had a very close re­la­tion­ship with Asia; it is our largest mar­ket as well— Asia rep­re­sents about 60 per­cent of our mar­ket—so it was only nat­u­ral that we’d make such a big lim­ited col­lec­tion [for the re­gion].

What birth­day wish do you have for the Crazy C Hours?

I wo would just love the whole world to buy one! But re­ally, I’m just fas­ci­nated in pre­sent­ing this prod­uct all the time be­cause when you wear it, peo­ple [who do don’t know the watch] think it’s not work­ing or that i it’s not show­ing the cor­rect time. So you have to tell peo­ple how to use it—the fas­ci­na­tion is al­ways there.

Franck Muller seems to be a brand that at­tracts diehard fans. Why do you think t this is so?

When W we launched in ’92, the prod­uct was ab­so­lutely unique. un No other watchmaker was mak­ing the kind of com­pli­ca­tions comp or de­signs that we were do­ing then.The fact that Franck Fran Muller is dif­fer­ent is what, I think, ap­peals to peo­ple. They want w some­thing avant-gardist, some­thing that stands out and is unique.The fact that Franck Muller has al­ways been a lit­tle bit bold, ex­per­i­men­tal, and dif­fer­ent is why the brand is still strong st to­day, if not stronger. ■

From top: Franck Muller’s Crazy Hours 15th An­niver­sary Asia Ex­clu­sive col­lec­tion has 40 new de­signs and comes in three sizes in steel or rose gold with di­a­mond op­tions. Franck Muller’s COO, Nicholas Ru­daz. Crazy Hours 15th An­niver­sary Asia Ex­clu­sive...

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