The new luxury in watchmaking
When does a watch belong to luxury category?
“Luxury” means anything that goes beyond the ordinary, special, that results unique and extraordinary. Price is connected with luxury, it is evidence of rarity in jewelry and watchmaking.
Two iconic examples of luxury watchmaking were sold by auction for very important figures: the Paul Newman’s Rolex Daytona and the Rolex Submariner 6538, the same model who James Bond (Sean Connery) wore in the film “Dr. No” in 1962. In those cases the uniqueness is generated by the relation between the luxury brand and the iconic celebrity who wore the same model.
The main characteristics that turn those accessories into luxury items are taking shape: a wristwatch is the perfect item for embracing style and personality and we adopt it to express our identity and image. Everyone researches among watches of different brands the one that represents the own characteristics and which performs better during work and free time.
Models are often designed for different occasions, allowing stylish people to suit the watch in every situation. There are two static elements in luxury: the first is the quality of the manufacturing which found its maximum expression in the Swiss Made, style icon, an excellence recognized in all the world. The second one is the sophisticated identity, the capacity of the watch to represent ourselves, our personality and remembering us who we are and who we want to be.
It is not all about the time measure, it represents a desire, a dream. The dream to go beyond our limits, our status quo, to go outside the comfort zone and achieve our goals.
This is the new luxury in watchmaking: unique customization, adapted to every personality, transferring in bespoke offering ideas, dreams, and preferences of the customer. It is a process of co-creation which stimulates the “customer engagement” allowing the Maison to preserve the essence of the brand.
This is the mission of Arcaido, a new brand in the market of the Swiss made watches, which with an Italian style follows the route of the “made to order”, making unique the watches of the collection customizing them with the signature or the quote decided by the client.
This is exactly what means “customization” of your watch. There is who customizes the dial with the nickname, with the name of the boat, or who prefers having the logo of the motorbike,the colors of the favorite sport team or the date that changed the life, or eventually the life motto: Macte animo!
That’s what we are talking about: the greater luxury, remembering always who we are, which are our goals, our emotions, and feel our heart beat like the beating heart we wear in our wrist with the Swiss made watches by Arcaido.