The Traditionnelle model from Vacheron Constantin’s Harmony collection
Swiss watchmaker Vacheron Constantin is celebrating its 260th anniversary with the release of a new collection that highlights both the brand’s heritage and its technical innovations.
The first seven models of the Harmony collection have been released, and together they demonstrate the horological expertise that Vacheron Constantin has worked on since its opening in 1755. Feting this anniversary with a new collection will remind consumers of its history while promoting product sales.
“I think the Harmony collection is a terrific example of watchmaking at its finest,” said Mike Alvarado, vice president of inside sales, The RealReal, San Francisco. “Chronographs are sometimes overlooked as a complication, but they are some of the most difficult movements to execute properly.
“This is why so few manufacturers have made a world class chronograph movement. So, by releasing such a high quality movement, in such a unique, yet instantly classic case, I think Vacheron Constantin was true to their heritage and to their collectors.”
Mr. Alvarado is not affiliated with Vacheron Constantin, but agreed to comment as an industry expert.
Vacheron Constantin was unable to respond by press deadline.
Complex mechanisms
With the Harmony collection Vacheron Constantin has sought to forge visual design and technical innovation together, creating a beautiful and technically advanced product that is appealing to a wide range of consumers. While the classic design harkens back to the brand’s heritage over the past 260 years, the technology used is distinctly modern.
There are 7 new models in the Harmony collection so far
As part of the Harmony campaign, Vacherin Constantin created a short video that it shared online. Focusing on the comparison between watchmaking and sculpture, the video depicts the creation of a watch as a gigantic sculpture.
“With literally hundreds of watch brands on the market it is necessary to highlight the craftsmanship of a 260 year old brand,” said Donn Gobin, chief operating officer at Aurnhammer, New York. “The video captures the essence of precision and effectively communicates the caliber of the Vacheron Constantin and their new Harmony collection.”
The video opens with a man chiseling away at a large piece of gold, forming the body of the watch. It zooms in to show closeup footage of the mechanics of the watch, highlighting the gears as they turn and move.
The video features a man creating sculptures that resemble watch parts
“I think it takes a video representation in order to accurately portray the complexity of something like the Harmony Chronograph,” Mr. Alvarado said. “It simply does not translate well through images alone.”
On Vacheron Constantin’s Web site the brand explained the unique features of each of the seven models of the Harmony collection. The Web site also provides information about the brand’s heritage and the 260th anniversary celebrations.
“I think the online experience does a great job of guiding you through the important components of the watch and really weaving a story for you to interact with,” Mr. Alvarado said. “That being said, I do think it could have moved a little faster, and perhaps more automatically.
“A lot of the required interactions go unnoticed.”
Vacheron Constantin also shared the new collection on its Facebook and Instagram accounts.
Vacheron Constantin shared information about the collection online
Long term goals
Vacheron Constantin’s Harmony collection comes at an ideal time, not only for the brand’s heritage but also for watchmaking in general. This year Switzerland’s Patek Philippe, Vacheron Constantin and Audemars Piguet were among the watchmakers to claim the highest consumer interest on a global scale, according to according to a preview of Digital Luxury Group’s World Watch Report 2015.
Published annually, the World Watch Report’s Haute Horlogerie preview was released to coincide with the Salon International de la Haute Horlogerie fair, held each year in Geneva. The insights presented in the report preview will likely spur interest in the watchmakers mentioned as they jockey for attention from international watch collectors during SIHH (see story).
Watchmaking remains an important element of the luxury industry despite 21st century technology that has rendered watches less significant in daily life. Additionally, despite changes in the Swiss franc exchange rate and the introduction of a number of high-tech wearables, many of the presenting watchmakers at Switzerland’s Baselworld 2015 maintained traditional ethos.
As with every Baselworld watch fair, held annually in Basel, Switzerland, watchmakers pulled out all the stops to emphasize that although the horology industry may be changing along with technology and consumer interest, traditional watchmaking is still a valued craft. During this year’s fair March 19-26, innovative craftsmanship jockeyed against smartwatches backed by fashion houses, showing where the industry is headed as well as its roots that have proved unshakable (see story).
Vacheron Constantin’s Harmony collection further emphasizes the importance of heritage for a luxury watchmaker.
“I think these watches are at the pinnacle of watchmaking expertise and also do a fantastic job of sharing subtle refined elements,” Mr. Alvarado said. “A chronograph of this quality isn’t the big, eye catching, show stopper like a Tourbillon.
“A chronograph requires carefully considered refinement to each component, not one outstanding complication to shock the world.”
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York