TimeCrafter 2014 promotional image
Audemars Piguet, Hublot and Richard Mille are among the fine watchmakers coming together for the TimeCrafters 2014 watch exhibition May 16-18 to unveil timepieces that debuted at Baselworld and SIHH to a United States audience.
Held at the historic Park Avenue Armory in New York, the third annual TimeCrafters will turn the drill floor into a “European Atelier” to celebrate the art of watchmaking. With many of the world’s premiere watchmaking events based in Europe, an event that caters to a U.S. audience is likely a welcome addition among watch enthusiasts.
“At the TimeCrafters exhibition, visitors will have unique opportunity to see many of the horological world’s most prestigious brands all together under one roof and to meet directly with the brands' CEOs,” said Isabelle Boudrighin, general manager of Edition Temps International, Geneva.
“Visitors will also have a rare chance to see on site demonstrations of some of the brands' master watchmakers,” she said. “Through our many on site activities and because of the broad variety of partnerships at the TimeCrafters show, we are able to invite a diverse audience of watch aficionados, both expert and amateur.”
Time on your side
For U.S.-based watch aficionados that were unable to attend the large scale Baselworld or the by-invitation-only SIHH event, the TimeCrafters event emulates the rare opportunities.
TimeCrafter's cover photo on Facebook
Brands such as A. Lange & Söhne, Audemars Piguet, Bulgari, Chopard, Christophe Claret, De Bethune, Frédérique Constant, Hublot, HYT, Jaeger-LeCoultre, Parmigiani, Richard Mille, Tag Heuer, Urwerk and Zenith will have their latest timepieces on display as well as rare pieces that are often not on tour. During TimeCrafters many presenters will have live demonstrations of craftsmanship and watchmaking skill.
Event highlights include Jaeger-LeCoultre’s exclusive premiere of its Hybris Artistica Collection in New York that was unveiled during SIHH in January. The 12-piece collection symbolizes the excellence of the 180-year old manufacturer and its spirit of inventiveness (see story).
Jaeger-LeCoultre's Hybris Mechanica Eleven, Master Ultra Thin Minute Repeater Flying Tourbillon
Also on display will be Parmigiani Fleurier collaboration with Italian jeweler Pomellato. The collaboration marks the jeweler’s first range of watches that connect the world of fine jewelry design and watchmaking for female consumers.
The four-piece “Tonda Pomellato” capsule collection was inspired by Parmigiani’s Tonda watches and is set in Pomellato’s signature rose gold (see story).
Tonda Pomellato in white
Programming during TimeCrafters also includes a series of seminars with industry experts. One such seminar is a panel hosted by Christie’s Auction House titled “Trends in Watches and Jewelry: How to Build a Collection” on May 17.
The event will also include an expansive book section with more than 800 titles focusing on chronographs, jewelry, gemstones and brand histories. During TimeCrafters, attendees will have the first preview of Omega’s Moonwatch Only: The Ultimate Omega Speedmaster Guide.
Omega's Moonwatch Only: The Ultimate Omega Speedmaster Guide
Even with luxury watch brands presenting their timepieces, the TimeCrafters event is accessible to all consumers interested in learning about horology. TimeCrafter’s ticketing is $10 online or $20 at the door to enable aspirational watch lovers to attend as well.
Rock around the clock
The concentration of flagships in New York makes the city an ideal location to hold watch-focused events.
Luxury watch marketers came together to target affluent New Yorkers for Madison Avenue Watch Week 2013 presented by The Wall Street Journal.
The third edition of the event took place in April with the Madison Avenue Business District. Brand participants included Antiquorum Auctioneers, Asprey, Blancpain Boutique, Breguet, Buccellati, Chopard, David Yurman, De Grisogono, F.P. Journe, Fabergé, Georg Jensen, Girard-Perregaux, Graff Diamonds, Hublot, Montblanc, Porsche Design, The Frick Collection and Vacheron Constantin (see story).
Exclusive, well-curated events are often seen as the best way to target affluent consumers.
For instance, Switzerland’s Vacheron Constantin explored the similarities between watchmaking and choreography with a short film that debuted April 19 at the Tribeca Film Festival in New York.
Vacheron’s film, “Mastery of Movement,” took viewers behind-the-scenes of the watchmaker’s Geneva factory and the ballet to highlight the passion and precision involved in these arts. Mastery of Movement also included footage from “Ballet 422,” a documentary film about the New York City Ballet, a premiere that was anticipated among film festival attendees (see story).
Presenting in the U.S. market during a smaller event creates a more intimate setting for consumers.
“The most important difference is that TimeCrafters is a show for the general public, open to everyone, not just for people within the industry,” Ms. Boudrighin said. “Here, guests will have the rare opportunity to see a comprehensive collection of luxury watches shown by experts able to answer questions.
“[Also,] the brands, including Jaeger-LeCoultre and Audemars Piguet, participating in the event are able to unveil to the American audience timepieces which premiered in Basel and SIHH this year,” she said. “The general public also has the opportunity to attend lectures and talks about many different topics.
“The most important mission of the show is to educate the general public about the fine art of haute horlogerie.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York