Archive for the ‘Watches’ Category

Catch of the Day (12.02.2007)

Monday, 12 February 2007; 9:27





Wednesday, 10 January 2007; 11:39

A single opening page with multimedia does not make a rich content site. Neither does a rehashed 30-second TV advertisement. It seems many firms think that, Armitron being one of them. 

However, at least Armitron goes further than its better known competitor, Timex, to provide at least some online sights and sounds. On the other hand, the holiday season is now over and so should be Armitron’s promotions related to it.  There’s nothing like out-dating your corporate web site out of sheer inattention. It is time to reset your watch and get going for Valentine’s Day, Armitron.

Home page:  Armitron

Tuesday, 8 August 2006; 14:38

It’s your watch that tells most about who you are.

The above is a quote from the site. Does that mean anyone wearing a Rolex is not the brightest bulb in the room? The answer: Yes. The Distillery can summarize Rolex watches in two words: Caveat emptor. (I’ve owned two of them — and sold two of them. Rolex, without doubt, makes the worse watches of which The Distillery is aware. They cannot even come close to keeping accurate time in this day of cesium clocks. Rolex is one product where it is most definitely all about the name. Trust me and buy a watch that works, not a Rolex.)

On the other hand (or is that wrist?), I still have a Seiko watch that an aunt gave me approximately 35 years ago — and it’s still working and keeping very accurate time, without once needing a servicing in all those years. (My dress watch is a Seiko Micky Mouse watch. I’m very proud of it.)

But what about SeikoUSA online? The site starts with a nice bass beat, but once in the site there is enough silence that one really can hear one’s watch ticking. An exception is the Seiko Kinetic Auto Relay. There we find so-so graphics and the endless repetition of a very short passage of music. You will want to click that “music off” link ASAP, or at least choose something other than the default. Also, do not bother navigating to The site apparently has nothing to do with watches, UTC, water clocks, or Big Ben. Seiko must not have been able to afford its promotion and therefore aligned itself with (Is The Distillery missing something here?)

The next multimedia content found is for the Seiko Milemarker. However, hold your horses. After 30 seconds or so of music, we can again hear our own watches ticking. (Seiko, maybe that might work — a very low-volume ticking somewhere in the background. It would be better than either the terrible music or deafening silence you now offer visitors.)

What next? Spring Drive. At least this time we are immediately offered a choice to enter the mini-site with music on or off. Whew! That’s a relief. And finally, the sort of content we expect from one of the world’s best-known brands. We find a nice musical introduction and then a [very short] pleasant voice-over. But then again, the roar of silence. One must click on View Video under History to continue the light and sound show. Other short videos are found under Mechanism and Design. Oops, two additional videos are found under Mechanism: Three Key Innovations and Glide Motion.

From there we can click to reach the Credor Spring Drive Sonnerie. It is here that SeikoUSA begins to get more things right. The background music and softly ringing bell are very pleasant, but also do not wear out their welcome. We find a two-minute film about the Sonnerie. (Yes, they attempted to hide the controls. Look over to the right for narrow and broadband options camouflaged within the image of the watch’s workings.)

The film provides very little information, but if the watch rings as we hear it online, someone at Seiko got their harmonics very right. It is a very pleasant tone the watch generates and that we hear. Look no further. The remainder of the site is still under construction. Also, you cannot buy the Sonnerie just yet. It will be made available for private showings and purchase in Paris this upcoming November 2006. (Private showings? I think that means it’s very expensive.)

And last, we have Seiko’s historical timeline, A Journey in Time. Once again, a very short clip of music quickly gives way to silence. However, maybe all the silence at the SeikoUSA site is consistent with one of its taglines: The Quiet Revolution. That, they got right.

Home page: SeikoUSA

Seiko watches graphic

TAG Heuer

Friday, 5 May 2006; 13:02

Which is faster? Tiger Woods off the tee or a Formula 1 racing machine? Did Jacques Yves Cousteau wear a TAG Heuer Aquaracer? Did Steve McQueen ever wear a Carrera Chronograph or Formula 1?

TAG Heuer clearly “gets” the internet and its capabilities. (In fact, they not only got it, but ran like crazy with it!) Now, align that with the world’s best golfer and what do you get? You get the Profession Golf Watch, developed and worn by Tiger Woods. And let us not forget the Monza Calibre 36, a watch born in the 1930s, but still ticking after taking three-quarters of a century of licking.

My goodness! Will it ever stop with TAG Heuer? Clearly not with concept watches such as the Calibre 360 Chronograph, SLR Chronograph, and Monaco V6.

And although there are no lights and sound, women will definitely want to have a look at the Diamond Fiction. This watch is a work of art. Wow!

The astonishing alliance of high-end jewellery and avant-garde technology integrated into an audacious version of a new timepiece: the first time that diamonds give time. The Diamond Fiction is an exceptional watch, both glamorous and avant-garde.

An exceptional innovation, TAG Heuer’s latest haute joaillerie creation does not look like a watch, but rather a piece of haute joaillerie jewellery; it is precious and pure, and loaded with sexy space-age technology, designed exclusively for the fashion-forward female.

This luxury watch set with 879 Top Wesselton (5.8 carats) VS/SI (1.1 mm), full-cut, diamonds hides a surprising innovation: the digital display through the diamonds. 54 of the 879 diamonds have been cut in a revolutionary way to provide a very high-definition concentration of the light emitted by 54 LEDs (light emitting diodes) that display the time in glowing red. The red is echoed in the satin strap that gives a warm and silky look contrasting with the brilliance of the multiple diamonds.

Of inestimable value, only three of these exceptional haute couture timepieces have been produced.

Diamond Fiction watch

TAG Heuer logo

Rolex (Mentor and Protégé Arts Intiative)

Friday, 28 April 2006; 14:28

From Rolex:

The Rolex Mentor and Protégé Arts Initiative is an international philanthropic programme that seeks out highly talented young artists from around the world and brings them together with great masters for a year of creative collaboration in a one-to-one mentoring relationship.

I have been left speechless after each of my visits to the Rolex site. This time is no exception. Instead of the magnificent Ashes and Snow previously featured here, we have Saburo Teshigawara as mentor to Junaid Jemal Sendi in dance. And, there is much more than just dance. Enjoy.


Monday, 24 April 2006; 15:48

CASIO G’zOne TYPE-R. Quite a mouthful, eh? Well, it’s a name worth speaking. This has to be one of the coolest looking phones/compasses/PDAs/cameras/clocks/kitchen sinks I have seen. And why is it that the very best Japanese gadgets never make it across the Pacific? (But yes, this site is entirely in Japanese. Should someone out there wish to help with a little translation, the assistance will not be turned away.) Even so, this is one very slick web site.

One other thing: Note the excellent 3-D effects obtained even when adhering to de facto standards (i.e., Macromedia Flash). CASIO’s message gets out even if one does not speak the language. The same cannot be said for Maserati’s attempt at 3-D.

G'zOne logo

Coco Chanel

Tuesday, 7 March 2006; 15:29

Chanel. With its reputation for being the best, one would expect the same from Chanel’s online advertising. It is nice to have one’s expectations met.

First, have a peek at what is in the box. Then make your way over to Time Pieces and Fine Jewelry. And possibly saving the best for last, enjoy the Fashion Shows.


Friday, 3 March 2006; 17:23

Breitling makes watches. Very fine watches. Be certain to click on Made By Breitling among the available links, and then on each aspect of the watchmaking process. Also click on Air Time and enjoy several short multimedia presentations, including one about the first non-stop round-the-world balloon flight. The usual goodies are there, such as screensavers, but I like [and actually use] the downloadable Worldtime Calculator.

And certainly not to be missed is Breitling for Bentley. (I guess they could not afford a Rolls.)


Thursday, 23 February 2006; 14:58

Rolex. The entire Rolex web site leaves me almost speechless. It is beautiful. With but one exception, I will not direct where you should click. No small number of clicks lead to visual and audio delights.

And what is that one exception? It is Ashes and Snow, an art project by Canadian photographer Gregory Colbert sponsored by The Rolex Institute. I will let it speak for itself. I have no words to describe it. Just continue clicking.

Distillery Proof Rating = 10+