April comes early: Moritz Grossmann to unveil the ATUM Pure Skull at WatchTime New York 2017

Oct 12, 2017,08:15 AM

Moritz Grossmann to unveil the ATUM Pure Skull at WatchTime New York 2017:

From the press release: "In place of the “Mesh” and “Long Hole” dial inserts, the ATUM Pure Skull showcases a stylised skull in its centre. It is a proprietary design that reveals interesting glimpses of the calibre 201.1 movement. The skull is milled and wire-cut with electrical discharge machines in the manufacture, its surface polished or sandblasted to match the case, and then assembled with the remaining dial elements. This individualised manufacturing approach lends itself to dials with other popular motifs or heraldic symbols."

I mean, can this be real? You have more or less successfully established (I am still resting with the 'less') a fine manufacture, and then you do all you can mount to ruin its image with such an unneccessary, unimaginative, ugly monstrosity?

I know the crisis in the watchindustry is a fact, but how can this be a way out?

With soring neck muscles,

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Dear Magnus

 By: Alkiro1 : October 12th, 2017-08:29
I fully understand and share your feeling about this timepiece. My first reaction was 😳 then 🤔 and, finally, ☹️ I don’t really understand this watch in the context of the other Moritz Grossmann models. The main question is why? Best wishes Alkiro ... 

I agree

 By: ant : October 12th, 2017-08:39
This is a sad turn of events. Everybody knows that biz is hard, very hard, but this? Please say it's 1st April. Sigh! ATB Antony

Skull watches

 By: als1678 : October 12th, 2017-08:46
It is a very different category of brands but apparently HYT, RM, Bell & Ross skull watches are some of their bestsellers. I find all of them, to use your words, unnecessary, unimaginative, ugly. But with those offerings MG is definitely pushing the envel... 


 By: alphabeta81 : October 12th, 2017-08:52
Imagine if Lange did this MG has established a brand identity. So to introduce a piece like this that is so contrary to brand identity either expands the brand or lessens the brand. I'm afraid in this case it lessens the brand. I actually think some skull... 

In some circles the skull is a popular motive, as you know.

 By: COUNT DE MONET : October 12th, 2017-08:58
That MG is using this in a modern twist is nothing inconceiveable. Moser went also quite funky with its coloured dials. Compared to Lange MG is keeping the door wide open for modern pieces. If these skulls sell, why not?

To compare this to a Moser funky dial is quite a stretch

 By: alphabeta81 : October 12th, 2017-10:15
Having a purple color dial is one thing -- having a open skull is a different level entirely. I am 100% confident if these were the same watch with a yellow dial, people may call it weird but not hideous and potentially harmful to the brand And to answer ... 

Right you are - and I happen to like them!

 By: Ammerix : October 13th, 2017-09:45
For me "brand identity" and "brand decision" are a bit of a farce, like brand DNAs for creating purloined identities. .

LOL! Hey, Ammerix: long time no see :-)

 By: COUNT DE MONET : October 13th, 2017-09:49
I would top it by saying: clever move from MG!

les grossman, same family?

 By: TylerDurden : October 12th, 2017-09:54
sorry, i couldn't resist

I’m speechless

 By: Richard N : October 12th, 2017-10:36
Now I’m convinced I was right not to buy their watches yet. This direction is going to bring the brand down, IMO. They did a great job going for class all this while, this just seems like a tremendously wrong step. A gamble not worth it in my view.

Beginning of the end... [nt]

 By: dedestexhes : October 12th, 2017-10:38

Awful design.

 By: piccolochimico (aka dsgalaxy1) : October 12th, 2017-11:38
I'd like to ask them if what they ate or smoked was so powerful to achieve this final result. But after a whatsoever hangover, the next day your brain should work properly again . Indeed a great example of how to lose any credibility in 5 seconds (the tim... 

Just gross, man; just gross.

 By: vitalsigns : October 12th, 2017-12:07
Smacks of desperation. Hail Mary pass? I don't think the receiver is going to catch this one... Cheers, John

I agree with the consensus completely.

 By: brandon1 : October 12th, 2017-13:47
A strange and disappointing turn for the brand. A new brand is such a delicate thing, and to take such a turn within the first decade really throws the brand identity into question in my opinion. I love their higher end movements but I fear for the future... 

Desperation I'm afraid...

 By: Tim Jackson : October 12th, 2017-17:01
So many brands, established and not so established, are trying all sorts of experiments to try to energize sales. Marketing depts. are given the reins, when IMO they should not be allowed near the design rooms! MG originally came out with several superb w... 

not my cup of coffee

 By: TCE : October 12th, 2017-17:46
im a black coffee , no sugar no milk.. This is a ton of sugar that is not deserved. I give mayor props for anyone who wants to come out with their own brand but have better designs. These remind me of the sugar skulls from Hublot "WTF mate"

I am most upset :-(

 By: sham1 : October 12th, 2017-20:01
After having dinner with Christine Hutter a month ago, I had fallen in love with the Benu Power Reserve and had more or less decided that this was going to be my next watch. I am now rather reluctant to spend my hard earned pension on the Benu after the r...  

WHY !!!!!!!!

 By: Watchonthewrist : October 12th, 2017-22:44
Nope it is not my cup of tea 😔

I saw the watch at the event. Seems like the intention was to present something “fun”,

 By: rodrigozzz : October 18th, 2017-22:35
Imagine you are presenting at an event in USA + October ... October means Halloween, you get the idea. In fact they where handing stickers and even the CEO was wearing skull earrings. Pure intentions , but bad communication of and idea . But hey it’s just... 

I agree

 By: sham1 : October 18th, 2017-22:52
The people at Moritz Grossmann are a great bunch and their other watches are amazing and beautifully finished. But this skull watch is a big no no for a brand with an ethos and history like MG. I would not be surprised if Moritz Grossmann is turning uneas... 

But why something that's already have been done a million times?

 By: Arie - Mr Orange : October 22nd, 2017-00:46
Boring to say the least.

Even the AD

 By: sham1 : October 22nd, 2017-04:31
is baffled by their marketing strategy with this latest watch. Sigh...

Ah well, can’t say that I really care. But it is a missed opportunity.

 By: Arie - Mr Orange : October 22nd, 2017-07:50
Having said that; I really can’t see the added value of MG in the horological world in general, but I guess that is another topic.

I think I agree with you here. [nt]

 By: Ornatus-Mundi : October 22nd, 2017-15:05

I feel a conspiracy theory brewing..

 By: KamalRostov : October 22nd, 2017-18:48
These reminds me of the quartz skulls theory/mystery from "Ancient Aliens"! Could there be any connection here with HYT, RM, B&R and now MG joining the foray? Hhmmm... If it needs to be skulls, the most I dare tolerate would probably be a minute three dim... 

Agreed Kamal!

 By: sham1 : October 22nd, 2017-21:39
It is one thing being creative and thinking outside the box but adding a skull watch to the watch production of a smallish independent brand is wholly unnecessary and short sighted away from the brand's longstanding ethos. I quote the last line on one of ... 

Well said, Sham! [nt]

 By: Ornatus-Mundi : October 23rd, 2017-01:17

Unless they start a rock band

 By: Arie - Mr Orange : October 23rd, 2017-10:32
In that case the (grand) children will be happy with the GM, although they may find the design a bit too dull and would have preferred the HYT skull Maori watch. In other words: either you go all out or you don’t at all.

Precisely Arie!! :-)

 By: sham1 : October 23rd, 2017-11:05
Moritz Grossmann has confused everyone with this watch. I mean if they cannot get their ADs to understand their direction or philosophy, what hope do they have of convincing us.

In that case

 By: sham1 : October 23rd, 2017-20:00
this would be a stroke of genius!! Afterall, seldom has a post on Moritz Grossmann attracted more than 1,500 views!!

Hi Magnus!

 By: sham1 : October 24th, 2017-01:05
I think they could be accused of desperation if they had issued an unlimited number of these hideous watches. Lack of foresight on the other hand is them issuing a limited edition of 20 watches, enough to dilute the brand's reputation!

By the way why skulls are popular?

 By: Alex25 : October 24th, 2017-05:48
Speake-Marine, RM, Asaoka, HYT, BR did at some point a skull inspired watch. Is it a trendy thing or something special?

Fair comment Arie

 By: sham1 : October 24th, 2017-10:19
Buy a T shirt (even I have one with a skull! ) But don't put a skull on a high horlogerie 'wannabe' brand.

Got myself a Alexander McQueen skull scarf a few years back.

 By: Arie - Mr Orange : October 24th, 2017-11:31
So I’m good 😉

I blew a lot on my black skull T shirt (made in UK!)

 By: sham1 : October 24th, 2017-11:37
One pound sixty seven pence in the sale - no one wanted it apparently but it is eleven years old and the quality is brilliant!

Not long ago they have created...

 By: shortys home : October 24th, 2017-11:42
... the probably most compelling entry for Only Watch, a most beautiful set of two watches, and now this totally expandable ugly thing. Not a smart move 😔 they had been on a good way, this is clearly a throw back, and absolutely unnecessary. Cheers Henrik... 

Agreed 100% Henrik!

 By: sham1 : October 24th, 2017-11:57
I have to commend Moritz Grossmann on a beautiful entry into the 2017 Only Watch - the perfect pair, the perfect combination (see photo below). Seldom has a watch brand been able to show off its Dr Jekyll Mr Hyde character as evidently as this brand has w...