Kong reports on the Singapore launch of Julien Coudray 1518 at E'Collezione, an event shrouded in initial mystery due to limited pre-release information. This post offers a rare glimpse into the brand's early days and its unique approach to market entry, emphasizing direct engagement to understand their timepieces.
Last fortnight 13 April, after their first launch in
Switzerland, Julien Coudray 1518 arrived in Singapore at their exclusive
partner boutique - E'Collezione.
Pretty mysterious approach with
very little information available on the internet and the press
release. To really get to know the brand and watches, at the moment, is
to have a conversation with the brand directly or with their partners.
Below
are some snapshots of that night launch event with collaboration from
J.M. Weston and Netherlands artist Caroline Dechamby.
For Julien Coudray 1518, this is its second collaboration with artist Caroline Dechamby for their launch on 4 April.
E'Collezione new frontage, after expanding to another unit, beginning of this year.
For Singapore, folks here or around the region has nearer access to J.M. Weston without traveling far.
The J.M. Westons with some of Caroline Dechamby art pieces ....
Caroline Dechamby with Jeffrey Leong, Owner of E'Collezione.
Last year, Audemars Piguet also organised an art and watch event at Caroline Dechamby's gallery.
Most will know her as a painter, but she is also a sculptor. (The colourful penguin displayed at the shop-front was her work)
Over 100 models were displayed ...
Can even request for other colours and finishing ...
The regional Sales Director of J.M. Weston ... ready to answer any questions and to take the orders
Julien Coudray 1518 showcase ...
Julien Coudray was a watchmaker from Blois in the Loire Valley of France.
According
to history sources, in 1518, he presented French King Louis XII and
Francois I, each a dagger, with miniature clockwork in the handle.
Approaching
five hundred years later, the name Julien Coudray 1518 returned and
adopted by a Swiss company which I heard is a watch
component-manufacturer with the over 40 experts and artisans working for
them. The new brand, Julien Coudray 1518, will design, conceptualise,
prototyping and manufacture inside their company. The strategy will be
towards low volume and customization for exclusivity.
Heard this year, the brand only intend to make 12 watches.
Another differentiating factor is, all movement platines and bridges are of either 18K Gold or 950 Platinum.
Some quick snapshots of several of their collections before the guests arrived.
All the pieces below are prototypes!Starting with Tourbillon -
Competentia Model 1515 
Specifications ...
Next the elegant
MANUFACTURA Model 1528 in three metals ...
The YG version ...
The 4-year service-reminder indicator is at 12H location, just below the Brand name.
When the watch is the cumulatively used for 4 year, an "oil drop" icon will appeared.
What was not mentioned in the specification card above, is all the dial base materials are gold.
The WG version...
The RG Version ...
The caseback and the engraved bridges ...
The watch-box ...
Another
signature which I think JC1518 is the enamel hour-marker-plates and on
specific 8H, it is a gold plate with engraved serial number.
The
above is a piece which demonstrate the centre-portion of the dial could
be customised... it could be substituted by having some unique engraving
on some exotic materials or even micro-painting of anythings to remind
or commemorate some important occasions or special persons.
For the hands and screws, still yet to know if it is fire-blued or by PVD.
Before event starting, meet up with guests ...
Sharon Chia of E'Collezione greeted the guests and introduced the team/people from JC1518, J.M. Weston and Caroline Dechamby.
After the introduction, guests browsed around ...
Guests looking at the pieces in the JC1518 showcase ...
While one was ordering his new J.M. with specific leather and colour ...
Ladies probably checking out for their partners ...
while some had engaging conversation with Caroline Dechamby ...
Is it her in the art-piece?
Some enquiring about the JC1518 and Jeffrey Leong is ready to answer the questions and explaining the details ...
Herbert Gautschi, President & CEO of Julien Coudray 1518 answering enquiry from a guest ...
Explaining the details in the components and also customization ...
Initially the brand will make 12 pieces for this year, thus,
there will not be any pieces to be purchased off-the-shelf. It will
need to be ordered at the designated retailers and delivery will be made
in time-frame of 3 to 6 months.
Since the pieces displayed were prototypes, would not be fair to comment on
the workmanship and finishing till the first batch of manufactured pieces arrive in
town.
Kong
