Not being an expert on enamel, I can't go into a lot of detail about it, but here it is in a nut shell. Oh, and you can read more about enamel art on Wikipedia here. It starts with a substrate which is metal, crystal, ceramic, or likewise. Applied to substrate is glass powder, sometimes made into a paint or gel-like form. This glass substance is colored, by use of various chemicals during the creation of the glass. Sometimes the substrate has barrier made in it to create "cells." Just think about how a stained glass window is made This type of enamel work is called "Cloisonné ". After these cells are made, the artist can apply various colors in each cell or blend colors in each cell. The cells are there to create definitive shapes. Once the enamel is applied it must be "baked" in a high temperature to chemically seal the glass to the substrate. This is why enamel lasts so long and is so hard.
The good part is the Eterna has reserved this model as something affordable. Inside is a Sellita SW200 automatic mechanical movement. This is essentially a clone of the ETA 2824-2 movement. The solid movement is hardy, but not too expensive. I imagine this watch will run for between ,000 - ,000 (retail is 2,200 euros) when it is released soon. Plus, there will be over a dozen different versions given all the dial colors and strap options.
But really - this is a feminine watch - there is so much mystery and illusion at play here, that totally reflects feminine notions. The Dior Christal Mysterieuse is also an amazing example of the watch as an adornment, even more so than the watch as a piece of jewelry. With so much engineering at work here, such sultry design, this watch speaks volume of the personality of the wearer.
For a lot of people who are interested in entering the world of mechanical watches for the first time, a cool Swatch like this is a good choice. It is also a good choice for people who aren't really prepared to spend higher "luxury" amounts on more expensive mechanical watches. Priced at between 0 - 0, the Swatch Automatic Chrono is an incredible value for what you can. Plus, you really can't find Swiss made mechanical chronograph movements for less! There is a world of people out there that are destined to enjoy these Swiss watches,with Swiss style, without the Swiss price.
What is funnier is the little message at the lower part of the image above, suggesting that if you need help adjusting the watch you should take it in to your local Ernst Benz dealer. Frankly, if you don't know how to adjust your watch back or forward one hour, you need to be hit in the face repeatedly and placed in the same rehabilitation home that they send people on airplanes who need help "fastening their seat buckle." That was kinda lame Ernst Benz, right? But before I complete my tirade on the matter, I will explain that they do this to hope that you'll go into the store and buy something new - which is guess is OK, but they could have said it better. By the way, I do like that Chronolunar watch they have on there with its automatic ETA Valjoux 7751 movement inside.
The video is from a watch seller who is offering one of these watches used. You can check out the listing for this CYMA watch here. There are most pictures of what the watch looks like in the link. I hope to see more versions of the CYMA Navy Star Skin Diver watches soon.
So really, what are you left with in the Arlanch No I watch? Not much in my opinion. The design is rather bleh if not 1950's drab, the size is too small, and the price, at over 00 (615 euros) is just way too high. If you like the design and the environmental gimmicks, then go for it I guess. You will get a gold watch, but it will be a really little one. Coolest part of the watch? The logo of the Arlanch brand.
On the other hand, those watch brands that embrace the Internet and all that goes with it including iPhone applications and alike will need to closely consider how they can consolidate their efforts. Tools like an iPhone application, brand website, Facebook, etc... are too much work to handle independently. The future will provide methods to make these important marketing and branding (not to mention sales) tools work together.
Hey watch lovers - the aBlogtoRead.com Dievas Zeta Automatic Professional free watch giveaway (sponsored by GnomonWatches.com) will close at the end of this month and a winner will be chosen. You have just a few more days to enter if you want to have a chance at winning. All comments made to the giveaway post (not this post) will be valid if made on or before June 30th at 11:59pm. The winner will be able to choose from either the black, red, or yellow (pictured) dial version of the new Dievas Zeta Pro watch.
Learn more or get one at the Swatch online store here.