Watch Brands: Past as Burden or Richness?

We often speak about the DNA of the brands, when we mention some names like Lange, Vacheron, AP, JLC, PP, and some others.

Is it a good thing or a bad thing to refer to their DNA?

When we think about it, the weight of the Past may be associated to a kind of Legitimacy in the fine art of making watches, providing to the passionate customer some confidence in the current product.

We often see some slogans like " Founded in 1755 ", " Since 1833, 1846, 1860 " and so on...

It is obvious that the brands- if not all of them, let's say most of them- underline their age in their communications ( Press Files, Catalogues, Books etc ... ).

This link to the Past is also noticeable in the modern watches:

There are so many " Icons " borrowed from the " Heritage " of the brands.

Patek and the Calatrava :

5196 / 96



The World Time:

Modern and Vintage:



Credit pic: Antiquorum:



JLC, with the Polaris, the MUT, the Triple Date, the Memovox, and the Reversos:







Vacheron Constantin, and the " Les Historiques " Collection:



Rolex and Panerai, with some strong examples like the Submariner and the Radiomir:





All these Heirs ( and of course there are many others which would have deserved to be mentionned ) are indeed convincing Ambassadors of the Richness of the Past, and illustrate the benefits for every brand to " dig " into their own Patrimony.

BUT, on another side, isn't the Past a too heavy burden for the Brands?

In clearer words, doesn' the Past " stick " too much to the brands.

One example is Panerai:

Panerai is well known for their Military Watches...

If now, you make an improbable mix of Military and High End watches, what would you think?

Good, or Bad?

Isn' it a " disturbing " surprise to see Panerai releasing such a Military watch housing a Tourbillon ( ! ) or a Celestial ( !! ) complication?

Panerai is not known as a Manufacture, but as a Laboratory of Ideas.

That is the weight, the Burden of their past.

With Longines, the Burden of the Past has a name: Nostalgy.

We still have in mind the prestigious releases of the Past, like the gorgeous 13 ZN or 30 CH Chronos, the Pilot Watches, and the Chronometers.





Where are these Legends now, in the current offer?

Of course, the Longines Legend Diver is a nice tribute, but it may be a bit isolated, and not at the same level than a 13 ZN, or a Chronometer, for example.

Sometimes, the Past plays a bad trick to the Brands...

An example?

The latest JLC Extrem Lab II so called ... " Tribute to Géophysic ".

While learning that JLC would release another " Géophysic ", everybody began to dream about the Vintage model, an example of Sobriety, and simple understated elegance.

If you only keep the name " Extrem Lab II ", you know what you'll have, a great technical watch.

If you have in mind the Géophysic, you're deceived.

While the watch doesn't deserve such a reaction, as it is a very interesting one.

So, what do you think?

Is the Past a good thing, and a way to perpetuate an interesting horological Tradition, or is it rather a lack of Inspiration and Creativity, a Burden which sticks too much the Brands into their vision and development?

It's up to you.

Best,

Nicolas This message has been edited by amanico on 2010-02-10 06:38:42 This message has been edited by AnthonyTsai on 2010-02-12 09:16:09