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Marcus Hanke provides a comprehensive report from Baselworld 2013, focusing on Certina's offerings. He highlights how Certina, as an 'entrance level brand' within the Swatch Group, consistently delivers well-built and well-designed watches at accessible price points, challenging the notion that lower prices equate to lower quality.
Certina at Baselworld 2013
presented by Marcus Hanke
When you read my tasting notes
with the critical remarks on the continuously rising watch prices, you
will understand why I include Certina on a prominent place in my list of
Basel reports: Within the Swatch Group, Certina is located in a segment
offering watches at lower prices, sometimes also called „entrance level
brand“. I want to show that low prices does not necessarily mean low
quality, and that watch enthusiasts can find many really interesting
timepieces that fully satisfy all demands for well-built and
well-designed watches.
This year, Certina is celebrating its
125th anniversary. Since 1888, the company is active in building
watches. Today, Certina is best known for sportive timepieces, also a
result of decades of marketing, when celebrities like Muhammad Ali wore
them. Already in 1959, Certina introduced its „double security“ concept,
which until today is part of the nomenclature of most Certina watches,
abbreviated „DS“. Fifty years ago, the double security standard meant to
protect the movement against all kinds of shocks, by means of the
common Incabloc shock protection for the balance, but also by a unique
rubber ring holding the movement in the case, thus protecting it from
the effects of severe bumps.
Already the first DS watches were
tested to a tightness rate of 20 atmospheres, which is an excellent rate
even today. Over the following years, further methods to secure the
movement against water, dust, magnetism etc, were added, so today, a
Certina fulfills far more security standards than the original „double
security“; the DS abbreviation remained, however.
I knew many of
the Certina watches, but very rarely handled one of them. So I was
curious about their design and quality, especially when compared with
the „big“ and much more expensive brand products. When arriving at the
Certina booth, I was served water in a plastic cup, instead of a Riedel
glass; everything other than plasticky, though, were the watches I was
shown then. Apparently, and this is something I highly appreciate, the
luxury is in the product, rather than its presentation; a true purist
approach.
For its anniversary year, the brand, which is part of
the Swatch Group already since 1983 (back then still named SMH),
presents several new models. Some of them are equipped with mechanical
movements, others with quartz technology. What is interesting, though,
is that Certina also benefits from Swatch Group’s new platform strategy:
Common base movements are upgraded with special mechanisms or
technologies, which are then used by only one or two of the group’s
subsidiaries, and are unobtainable for companies outside the group.
Starting
with quartz watches, there are several chronographs with ETA quartz
movements, some of them with a second time zone indication.
Brand
new is the DS-2 chronograph, equipped with an excellent ETA
„Thermoline“ movement, that is also used by Breitling, dubbed there as
„Superquartz“. These movements have a special temperature compensation
which results in high accuracy of +- 10 seconds per year. Unlike many
other quartz chronographs, the DS-2 has subcounters for 30 minutes and
12 hours.
The limited Anniversary model is a COSC certified chronometer, and looks very nice!
The unlimited model is a bit less classic, with its black dial and yellow chronograph hands.
The
DS-Podium GMT chronograph has a second time zone, and a design
distantly similar to the DS-2 model. I like the latter much better,
though.
A
more massive presence is the DS-Eagle chronograph, with the same
movement as the DS-Podium just shown. However, it has a diameter of 46mm
and an excellently finished case, carbon fiber insets on the screwed-on
bezel, and a unique attachment of its rubber strap.
Take this DS-Eagle, put a Valjoux 7750
into it and charge ten times the price, then you are well represented
among the current sports chronograph crazies. Especially the all-black
variant with PVD coated case looks striking.
Very nice are two DS-Podium chronographs for ladies, with three diamonds on the dial, serving as the 12 marker.
A variant with diamonds on the bezel is also available.
Also
destined for ladies is the rectangular DS-Podium series, with 38mm
diameter and quartz movements. However, the designs are very classy,
maybe even a bit too conservative instead of feminine. A bit larger, and
with mechanical movements, and they would be very nice and elegant
gents’ watches.
Mechanical highlights for Certina
are without doubts the DS timepieces with the brand new Powermatic 80
movement. This automatic movement, designated ETA C07.111, is based on
the well-known ETA 2824, but was completely rebuilt with a long power
reserve of 80 hours in mind. To achieve not only this long reserve, but
also a steady accuracy rate over this time, ETA reduced the oscillation
frequency of the balance to 3 Hertz (21,600 A/h), and developed a new
index-less escapement regulation. Besides Certina, also Tissot is using
the new Powermatic 80 movement.
The new Certina DS Powermatic 80
is available in a very classic design with black dial and rhodium-plated
markers and hands, and with a steel bracelet. Watch diameter is 40mm.
A limited edition with gold-plated hands and markers and special print on the dial is also shown. I like this one a lot.
The DS-Action Diver line got a very nice variant with titanium case with metallic grey dial (my next ruffwear watch) ...
... and a striking metallic blue dial version:
Both are powered by the ETA 2824.
This message has been edited by AnthonyTsai on 2013-05-20 21:20:18 This message has been edited by AnthonyTsai on 2013-05-24 10:16:25 Key Points from the Discussion
- Certina's use of ETA 'Thermoline' SuperQuartz movements, also found in brands like Breitling, offers high accuracy of +/- 10 seconds per year, making them a strong choice for those seeking precision in quartz watches.
- While some Certina models, like the DS-Action Diver, share design elements with other Swatch Group brands, they often offer superior finish, unique materials like titanium, and competitive pricing.
- Certina watches are considered good value for new watch enthusiasts who desire quality and design beyond typical entry-level offerings.
- The price difference between Certina's DS-Action Diver line and comparable diver watches from other Swatch Group brands is significantly in Certina's favor, despite similar functional quality.
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