A new century brings new times and new aspirations. Concord has made a drastic about-face in terms of innovation and creativity to flaunt a new identity that moves away from its roots. With the energy of MGI Luxury Group as its driving force, the brand is embracing the challenge of a bold repositioning strategy that breaks with its past. Its new face clearly expresses its character and its ambitions of asserting its legitimacy in the high-end watch sector and sweeping away watchmaking conformism.
Concord brings an avant-garde vision of watch construction to international watchmaking circles—original and demanding, it calls on the best of Swiss watchmaking crafts: the watch has been laid bare and completely stripped down so that each of its parts could be re-thought. Concord is reconstructing time, clearly placing its extraordinary creations in the 21st century.
Powerful and athletic, the new Concord timepieces are uncompromising in character. They confirm the brand’s ambition of offering complex case constructions and displays. They also reflect its obsession with quality, a rule that dictates every step of design and manufacture. After its many successes in the first part of the 20th century as an appointed supplier to the most prestigious jewelers in Europe and the United States, in 1979 the brand wrote a new chapter in watchmaking history with the advent of the Delirium, the slimmest analog-display quartz watch ever made.
The uncompromising quest for performance and technical quality that henceforth is to characterize the construction of Concord’s watches places it at the forefront of horological engineering. The performance capitalizes on skills and expertise developed over a period spanning—as of 2008—a hundred years; the technical quality supports watchmaking complications with unexpected and ambitious graphics. The way to unconventional, resolutely forward-looking creativity has been paved by an initial creation, C1, which is emblematic and radical in many ways and represents Concord’s new profile—a thoroughbred, right to its technological core, that cultivates uniqueness, reinvents performance and makes exclusivity a touchstone in all its ambitious endeavors.