Ornatus-Mundi delves into the often-overlooked world of watch catalogues, revealing how certain publications transcend mere product listings to become cherished objects of inspiration. He highlights the Roger Dubuis 'Tempus Vitae' catalogue from around 2003 as a prime example, demonstrating how a compelling narrative and artistic presentation can resonate deeply with collectors, even for brands they don't yet own. This post invites readers to consider the emotional and aesthetic impact of brand storytelling beyond the watches themselves.
Every once in a while you take a brake, contemplate for a moment and then, to your entire surprise, you catch yourself reading once more
this watch catalogue. You don't even own a watch from that brand, nor do you immediately intend to own one.
But why do you leaf through the pages so often?
Because it resonates with you! Be it because its appealing design, its commendable presentation of the brand's watches, or be it because It tells your story!
So, being a German one might assume that the catalogues of A. Lange & Soehne, Nomos or Sinn (maybe IWC and JLC) are high on my list. Indeed they are! But the top rank on the irresistible catalogue list is held by a publication from a manufacture that for quite a period I did just not get. Yet, I love the catalogue!
It is a ca. 2003 (?) Roger Dubuis catalogue called Tempus Vitae:
The storyline is plotted around a florentine tale of a young man in his early 30s, obviously well educated and affluent:
It is a not a trivial morning as the story unfolds.
He just awoke on this decisive day, a much anticipated and at the same time feared one.
He has to work up all his courage...
Why?
He is set to propose to the love of his life,
he is going to either win her (an opera primadonna) heart or loose it all. So how to best go about this?
His best friend arrives just when he needs him most...
The two decide to convince her with a splendid gift - of course a Roger Dubuis watch. Off they went to the Florence boutique:
The decision is made quickly! Still time to spend;
he is going capture her in the right moment - after her sparkling performance as
Adina in Gaetano Donizetti's
L'elisir d'amore.
Winding down and fostering concentration, not many words needed - men playing snooker!
Magnificient - what a performance, straight into his heart! She must feel real love...
He proposes - but she declines, overwhelmed by the present. This is just too much, as much as she loves his, she cannot accept. What a drama!
LONELINESS!
He, having just lost all purpose of his life;
she, feeling that she made the greatest mistake ever. Desperation...
But love does not rest in face of destiny, it does not give up, it revolts and offers you a second chance - and a happy ending!
So far goes the story of men, male friendship and love. Embedded it conveys cues about stile, education and the art of living. It does so very well, it just fits to the Roger Dubuis watches of that era which I consider an all time high of the company:
In the second part it tells the story of another friendship:
Aftermath:
Never again in the history of Roger Dubuis did a catalogue move me like this one did and still does. I love this silent self confidence, the aura, the italian style. This is how I liked to be...
The subsequent one, totally in black and white, had no obvious story to tell, no narrative as vector for a hidden message to be revealed in the mind of the reader.
Oh maybe it did - it was all over Carlos Diaz in the center of attention. That (2004) was also the year when the company lost its track, diversified in gems and jewellery, and part of its soul. It was the year its co-founder, Roger Dubuis (the man) left the company.
How fascinating witnesses of history catalogues can be!
What is your favourite catalogue, and why?
Cheers,
Magnus
This message has been edited by Ornatus-Mundi on 2012-09-18 09:13:35 
