Time Crafters 2012 by Meehna Goldsmith for Watchonista
Unless you’re in the watch business, it’s difficult to get access to many of a brand’s new watches let alone speak with brand presidents and reps when you live in the United States. TimeCrafters aimed to rectify that wrong. Celebrating its second year, the public show, which took place in New York City September 13-15th at the Park Avenue Armory, gave enthusiasts the chance to get up close and personal. It wasn’t just the general public that came to handle the watches and ask tough questions. Top editors and journalists from publications such as International Watch, Watch Journal, Revolution, GMT and Watch Time flocked to the scene of the crime too.
The Park Armory’s long halls offered up a feast of information and product—and there was something for everyone. A range of brands was represented, covering the price spectrum from Frederique Constant and Oris to Harry Winston, Girard-Perregaux, Breguet and Hublot. Even the small independent DeBethune had a presence. Through this event, people got a chance to have a peek behind the curtain of watchmaking. Many of the brand booths had watchmakers demonstrating their craft and answering questions. Girard-Perregaux went a step further and scheduled a watch workshop where interested parties got a hands-on tutorial.
Time Crafters wasn’t just a venue to present product released during the SIHH and Basel, the large shows in Switzerland at the beginning of the year. Harry Winston took the opportunity to launch two new watches. As a special treat, they brought master watchmaker of the Opus 12, Emmanuel Bouchet, to explain and demonstrate his creation. Among the watches Girard-Perregaux offered for view was their star piece, the bi-axial tourbillon. Perhaps more important, they used the platform to introduce their “Manifesto of Time”, a project with watchmaker Dominique Loiseau that aims to reinvent horology by using the surrealists’ philosophy.
While Hublot had their usual innovative stands to exhibit the company’s Art of Fusion, they also threw a blow out party at the Ferrari showroom on Park Avenue in celebration their partnership with the sleek Italian luxury car company. Of course, the Hublot Big Bang Ferrari (King Gold and Titanium) was among the attendees.
Alongside the brands were other complementary exhibitions. Sotheby’s showcased a rare haute diamond collection to express the connection between jewels and watches, while the Federation of the Swiss Watch Industry FH set up an interactive presentation that revealed the many different areas that make up the industry. Also on display was the Swatch Blum Collection. You might think it odd that Swatch watches would dare to be in the same venue as “legitimate” watchmaking. However, the Swatch is a wonder in its own right. Making its first appearance on the market in 1983, the Swatch reduced components down to 51 from the usual 91 and put them in an affordable and colorful package. Watches became mainstream, hip and a fashion statement. Moreover, Nicolas Hayek’s brainchild saved the Swiss watch industry. Without it, there may not have been a TimeCrafters show at all.
For their second year out, TimeCrafters did a great job, catering to enthusiasts and professionals alike and securely placing New York City and the event on the calendar as must-see.
