Would a watch by some other name actually tick and tock? Would our energy for components, plan, and craftsmanship bite the dust if the word were an alternate one? Would the characteristic characteristics of a watch stop to exist in the event that it was known as a “schpoogelmuffer”?
Well, it is conceivable, and generally we can never realize how the world would feel about haute schpoogelmuffology regardless of whether it was a thing.
But what we can know is the means by which names matter whenever they are set up and how changing a name, or in any event, seeming to change a name, can drastically move public discernment. Goodness, the general population: a flighty paramour of outlandish choices and rash ends, how they torture everybody in marketing!
In the business world, adjusting a name has not generally worked out positively; regardless of whether it be an item or the whole company personality, plainly individuals don’t care for change. The latest model is IHOP, which some way or another concluded that a name change was all together, yet timidly thought “nothing excessively exceptional.” The eatery network changed its name from the International House of Pancakes (IHOP) to the International House of . . . hang tight for it . . . Burgers (IHOB).
The public, jumbled, confounded and upset, appropriately disparaged the company for languidly attempting to rebrand itself to cause to notice its burger and different contributions. Burgers aren’t actually a morning meal food, so the change didn’t resound with cafes and it destroyed the designs of the logo so that must be overhauled as well.
Originally the O and P of IHOP had a red crescent under to make a grinning face, with the descender of the P going about as the nose. That was smart, equaling Amazon and FedEx for unpretentious yet clear and explicit visual computerization. Presently the logo is tangled as the lowercase p becomes b, the ideal inconspicuous face is lost.
As terrible as the IHOP name change went in the public eye (it was changed back following a month, turns out it was additionally a PR stunt), some name changes work marvelously – like Apple Computer dropping the “Computer” part when it dispatched the iPhone, flagging that it realized computers would become a more modest and more modest level of its business (which has eventually become true).
The key highlight remove is that name changes ought to be considered with regards to mark acknowledgment and the importance esteem in brand-name life span. Here and there, brands branch off and add to the name with a complimentary line, similar to Dodge making Ram Trucks its own company and Netflix isolating the real time features from the home DVD conveyance administration (which fizzled and was scrapped).
In the watch business, this occurs too: Baume & Mercier spun off section level watches into Baume in 2018, and, maybe most broadly, Rolex author Hans Wilsdorf made Montres Tudor SA as the reasonable infant sibling of Rolex in 1946.
Sometimes the side project isn’t as completely fleshed out, and another line from a brand addresses a trial of the waters for an alternate course. This happened at Baselworld 2018 when youthful shop brand Akrivia dispatched its Chronomètre Contemporain, the absolute first watch in the Rexhep Rexhepi Collection.
The assortment is a sensational move from the standard Akrivia toll (which is a long way from standard), a semi mark assortment that gives a substantially more exemplary alternative for fanatics of the brand. Truly, it is really typical in my eyes that Rexhep Rexhepi would need his name on his watches, thus making a line with that appears to be a coherent step.
It is simply because the watch appears to be so unique from prior models and comes up short on the Akrivia logo on the dial that may lead some to stress that Akrivia is changing gears. On the off chance that so that could for sure confound potential customers.
Cha, cha, cha, changes . . .
The new Chronomètre Contemporain from Akrivia is a phenomenal plan and a sweet thought considering the brand is generally new (however praising its 6th commemoration with the latest dispatch) is as yet assembling name acknowledgment. Akrivia is known generally to watch geeks, and the brand’s prosperity, I surmise, depends on obvious appreciation for what Rexhep and his sibling Xhevdet create.
And as its web-based media reach grows, an ever increasing number of individuals are brought into the know.
The new Rexhep Rexhepi assortment will assist with that, as regardless of what there are heaps of individuals that will pass by a “typical” Akrivia piece without even a second look basically in light of the fact that it isn’t some tea.
So this new assortment isn’t an adjustment in the business course fundamentally, it is really an extension to ideally arrive at new business sectors, new customers, and perhaps produce new openness. A move like this following 20 years may really be unsafe, however after six it simply feels calculated.
The motivation came from Rexhep himself (nothing unexpected there) as he has consistently had an interest with and love for official’s watches from the 1940s. The Chronomètre Contemporain is an understanding of these watches with an Akrivia inclination and movement, which makes it simply somewhat extraordinary. It doesn’t help you to remember the Akrivia we have come to cherish, however in the event that you have at any point had the chance to visit with Rexhep, it networks with who he is as a person.
Akrivia Chronomètre Contemporain
The watch is a clear three-hander with a huge seconds subdial at 6 o’clock planned in an Art Deco-motivated lopsided format. The hour signs incorporate five Roman numerals outlined by rotating half windows associated around the dial periphery.
The configuration proceeds inside the subdial, however rather than a Roman numeral there is a small “Swiss Made” sign. This keeps within the subdial from being excessively occupied and guarantees visual congruity around the dial.
The subdial is fairly enormous, crushing between the focal staff for the hour and moment hands and the edge of the moment track. The plan of the subdial accepts need as the bigger dial configuration highlights are removed by the subdial shape with one inconspicuous however key exemption, the 30-minute hash mark serves as the 30-second hash sign of the subdial, integrating the two plans in the littlest of ways.
As expressed previously, the name Akrivia is missing from the dial, however this bodes well while considering all the details.
All past Akrivia watches have had the name engraved on some applied plaque or window structure with no printing truly showing up on the hand tailored dials. Since the Chronomètre Contemporain has a cushion printed dial , the expansion of “Akrivia” would have been odd and not with regards to the plan language of the piece.
Of course, a level graphical name might have showed up however since the purpose of the piece is to a greater degree a mark watch, something similar to an exemplary Patek Philippe (or the Rexhepi siblings’ own Pièce Ecole watches), the name Akrivia was left off for “Rexhep Rexhepi” in an exemplary serif font.
Underneath the name is “chronometre,” and it is there not on the grounds that this entire watch is established on the possibility of exemplary chronometer watches, but since the Caliber RR-01 inside can be ensured by the Besançon Observatory on solicitation, where it will get a Bulletin de marche de chronométrie confirming that it fulfilled ISO 3159 guidelines following a 16-day test period.
This is the principal genuine chronometer offered by Akrivia and its elegance can’t be denied.
Mechanical wonder in a streamlined package
Caliber RR-01 is likewise no simple time-just chronometer-grade movement as it includes a robust 100-hour power hold from a solitary barrel and a stop-seconds/zero-reset instrument for exact time setting.
When the crown is pulled the reset system, what works also to the “win or bust” enactment instrument utilized in grande sonneries to forestall halfway actuation, stops the equilibrium and returns the second hand to zero utilizing a heart cam while the time is set. A double wing spring component guarantees that the two activities happen all the while and completely, ensuring amazing setting each time.
The movement looks rather direct, however the execution is totally first class and the completing is amazing, sharing the standard Akrivia subtleties like sharp inward points on the inclines, dark cleaning, and exact subtleties every step of the way. The movement is by a wide margin the most recognizable Akrivia highlight as it shares plan language with past movements found in the more modernly styled pieces.
But this takes us back to the danger that Akrivia has taken: planning a watch that doesn’t resemble the natural Akrivia. The exemplary styling, estimating (down to 38 mm from the shop brand’s standard 43), and marking has left strongly from the typical Akrivia contributions. Obviously many were glad to see the new choice coming from the brand while other people who love the Akrivia idea felt it just had a place with an alternate brand.
To that I say, for what reason does a brand need to remain precisely where it began from – or really near it? I have huge loads of thoughts for watches, and if I somehow managed to begin a brand and make every one of my thoughts, they wouldn’t share a lot of DNA from one piece to the next.
A precarious business
I locate that new brands (at any rate the great ones) regularly can be categorized as one of four categories.
First, there is the brand that began with one good thought and had no genuine arrangement to create anything further adjacent to minor departure from the underlying idea. Sort of like a one-hit wonder in the music business, the brand was worked around a watch plan thought and not a full fledged brand thought. Nothing amiss with it, yet it can possibly blur rapidly. A great representation is the 4N watch – see a model in Give Me Five! Sapphire Crystal Cases At Baselworld 2016 – astounding watch, however a full brand it was not.
Next, you have the brand that begins since it needs to make watches in a particular style or sort: plunging watches, tolling watches, tourbillon watches, or whatever the cravings direct. These brands generally have loads of alternatives inside their self-delegated zones but then likewise have the opportunity to move outside this limited center, however they ordinarily stay with a reliable structure factor. An extraordinary model is Ressence , as the underlying thought was about a method of associating with a watch, which has given different roads to exploration.
Then there is the brand that needs to make watches outside the standard, do things a piece in an unexpected way, and permits itself a lot of plan opportunity. Brands like MB&F, Hautlence, Urwerk, and their peers demonstrate the number of ways this technique can be actualized. What’s more, when done in a clever way, the brand can have genuine fortitude as long as the market has a spot for it.
And then there are watchmaker brands, where the craving to make top-quality watches with fascinating or complicated systems becomes the overwhelming focus. The brands become naturally out of thoughts and plans the creators choose to create. Andreas Strehler, Kari Voutilainen , and Akrivia fall into this classification, and each discovers its own way ahead with regards to what to make. These kinds of brands additionally have probably the most enthusiastic fans, who characterize brand personality with the primary watch or watches produced.
This implies it is simple for these brands (and in truth, all brands) to become stuck in one plan idea or language without the capacity to do anything diverse at the danger of culpable fans and, all the more significantly, customers. It takes guts, energy, and a genuine confidence in the thing you are making to go astray from what has brought you achievement and take a stab at something new.
Small marks in fact bet with their occupations while making something totally unique. Akrivia has recently shown that it needs to take that risk.
Of course I am of the assessment that each watch justifies itself with real evidence, and the quality a brand brings to a watch is free of style, cohesiveness, or even congruity. In the event that a brand needs to hop from super complicated watches to basic time-just pieces and back once more, for what reason should I judge that it does or doesn’t bode well for the brand?
Maybe it appeared well and good dependent on responsibility or just the individual energy of the watchmaker or originator. Or then again, perhaps, one watch was done sooner than another, so why stand by to uncover it?
This happens more than you might suspect in item advancement, so it doesn’t amaze me when a watch brand abruptly changes gears. It’s a complex business, and I’m not conscious of the relative multitude of inward activities of each brand. Yet, from an external viewpoint, I can in any case see a first rate item being delivered by capable and energetic people.
The Chronomètre Contemporain is a darn fine watch, and coming from Akrivia I realize that it can compete with probably the best names out there.
It is still early and we presently can’t seem to perceive how the new assortment will fit inside the bigger Akrivia structure, however one thing is sure: if future Rexhep Rexhepi Collection pieces are pretty much as strong as this one, the brand has another triumphant course to follow.
I am eager to perceive what comes straightaway, yet that should come as nothing unexpected to you. I’m constantly amped up for what will come next in the realm of watches.
So we should break it down!
- Wowza Factor * 9.15 The wow comes from the sudden takeoff for the new collection!
- Late Night Lust Appeal * 88.8 » 870.831m/s2 Sometimes it’s the basic things that keep you craving all night!
- M.G.R. * 62.5 The usage of Caliber RR-01 is top notch!
- Added-Functionitis * Mild It is in fact time just, however it highlights stop-seconds with zero-reset work so I will give it a little knock. In any case, youngsters’ solidarity Gotta-HAVE-That cream is presumably all that is needed!
- Ouch Outline * 10.6 Splitting a fingertip with a level head screwdriver! Besides the small opened tightens watch movements, I truly despise screws with the essential space. They give the most danger to harm and injury out of all drive types. All things considered, I would do it again on the off chance that it got me a Chronomètre Contemporain!
- Mermaid Moment * First time setting the watch! A few seconds setting the watch and respecting the style related to the zero-reset work is everything necessary to persuade you it ought to be a late spring ceremony!
- Awesome Total * 740 Multiply the breadth of the watch in millimeters (38) with the meters of water obstruction (30) and separation the outcome by the quantity of case metal choices there are (2), lastly add the quantity of components in the movement (170) and the outcome is an adequately great total!
For more data, kindly visit www.akrivia.com .
Quick Facts Akrivia Rexhep Rexhepi Chronomètre Contemporain
Case: 38 x 9.5 mm, red gold or 950 platinum
Movement: manual winding Caliber RR-01
Capacities: hours, minutes, hacking seconds with zero reset work
Value: CHF 55,500 in red gold; CHF 58,000 in platinum
This article was first distributed on September 2, 2018 at Akrivia Rexhep Rexhepi Chronomètre Contemporain: A Fork In The Road, A Pivot, Or Something Else Entirely?
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