Concord

Concord

Novelties

Founded over 100 years ago in Biel Switzerland, CONCORD is a luxury watch brand with a rich history studded with iconic, award-winning timepieces and innovative initiatives. Acquired by the MGI Luxury Group in the early 1970s, CONCORD was re-launched as a dynamic, highly original niche brand which, in recent years, has implemented an energetic repositioning. This has encompassed a fundamental change in shifting from a revolution driven strategy to an evolution driven counterpart. Rooted in a determination to build on the remarkable technical achievements of its recent past while combining them with its current visionary thinking, this approach is entirely in keeping with the very name, CONCORD, which means HARMONY. In harmony with this modus operandi, the re-launch of the iconic 1980s Saratoga Collection in a number of wholly 21st century iterations has resulted in this historical watch line becoming a strong pillar of the brand. Interpreted through no less than forty different models over the past quarter of a century, this distinctive new incarnation combines traditional thoroughbred elegance (complete with the Saratoga trademark horses embossed on the back of the case) and timeless distinction with a savvy injection of prestigious association and contemporary design. Following in the wake of the Saratoga, but this time heading for the high seas, came the 2014 re-launch of the 1980 Mariner Collection, inspired by a chic, sophisticated marina lifestyle. Here, CONCORD captures the essence of today’s casual yet elegant dress code for both men and women with 22 variations driven by quartz or automatic movements, targeting a younger clientele seeking an alternative watch that exudes personality. The Mariner Collection bears a distinctive wind-rose logo symbolizing its ability to point men and women in the direction of the pleasures associated with marina life – an elegant getaway from fast-paced city life filled with relaxed moments and an enticingly adventurous spirit. Now endowed with a slimmer, sexier, larger, leaner persona, the C1’s sturdy, avant-garde watch construction has also been the subject of a successful makeover, nearly a decade after its original launch. The redesign has included the introduction of state-of-the-art materials such as carbon fiber, titanium and ceramic, while losing none of the DNA of the brand and its heritage. Following the re-launch of its iconic C1 line in 2013, Concord now provides a unique glimpse of the secrets of its DNA with the launch of the new 47mm C1 Tourbillon. Once again, Concord reveals an intricately crafted timepiece that is testimony to years of meticulous skill and care applied by Concord’s master craftsmen – step-by-step, brick-by-brick, block-by-block. True to its quest for harmony, CONCORD is simultaneously building on its heritage, refining its “urban” concept, and asserting its global identity. This involves undertaking a significant evolution while maintaining its signature qualities as an edgy, daring, unexpected and, above all, truly timeless brand.