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Reviews Interview with the Blaken CEO: Individuality is the highest form of luxury

09:25  11 january  2021
09:25  11 january  2021 Source:   gq-magazin.de

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GQ WATCHES: The two watches shown on these pages look different from what you usually know. What can you tell about the models?

audemars-piguet-blaken-manual-gq-watches-aufm.jpg © Johannes Bauer audemars-piguet-blaken-manual-gq-watches-aufm.jpg

ALEXANDER KLINGBEIL: Both are Audemars Piguet models, which we have redesigned into unique pieces according to customer requirements. For the watch we call “drip-drop”, we sandblasted the bracelet and case and then coated it with DLC, which gives the Royal Oak a fantastically beautiful feel. The dial was sanded smoothly before it was given the very elaborate teardrop print. The casino clock was commissioned by an Asian customer who is passionate about games and therefore wants to put together a whole case with a wide variety of clocks on this topic. We are contributing one of them.

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Are custom-made products your main business?

It now accounts for around 30 percent, and the trend is rising. Many customers come to us first because they find DLC-coated, black watches exciting. But often more comes out of it. (Read here: These are the coolest watches in film history )

audemars-piguet-blaken-manual-gq-watches-art-2.jpg © Johanens Bauer audemars-piguet-blaken-manual-gq-watches-art-2.jpg

Customization is a big trend - how do you explain it?


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There is a growing number of watch enthusiasts who do not see timepieces as an investment alone. Of course there are some models from well-known brands that are highly coveted, that you sometimes have to wait a long time for and that then experience an increase in value. But that's not all anymore.

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From that research, I'm able to decide which approach to solving the problem works best for me and the organization. Then, I decide what actions need to be taken to solve the problem, and I start putting the process into motion while communicating with my managers and co-workers.”

In what way?

The feeling of happiness at buying a watch like this is sometimes relatively fleeting because there is no intense identification with the object. Realizing yourself and expressing yourself individually, on the other hand, is the highest form of luxury, and if I myself was involved in the creation process, then that is a lasting memory. In my opinion, the industry has forgotten something, and that is really asking customers what they want. Watch manufacturers primarily offer. It used to be different. And now we benefit from that. (Read here: 7 breathtaking watches under 1500 euros )

audemars-piguet-blaken-manual-gq-watches-art-1.jpg © Johannes Bauer audemars-piguet-blaken-manual-gq-watches-art-1.jpg

A Blaken watch is also significantly more expensive, so one costs DLC-coated Rolex Datejust 36 around 12,900 euros.

There are several reasons for this. On the one hand, we are not a watch manufacturer, but primarily a service provider. If the customer does not have the underlying model himself, then we have to get it on the open market at the current exchange rate. Above all, however, our machining process is extremely complex. For the DLC coating, the watch is completely dismantled and micro-scratches are removed - by the way, every model has them, whether brand new or used. And the processing of the original dial is enormous. All in all, it takes at least six weeks to make a Blaken, but we've also been working on a watch for half a year.

What was it that took so long?

was for a customer from Hong Kong, a banker who is tough every day. With us, however, he developed a watch that his family had on the subject of a wide variety of expressions. For example, one of his daughters is called "Rose", which is why a rose was engraved on the back of the case and filled with ceramic.

The 1973 Caprice was luxury for a low price .
For most of the postwar years and though the mid- to late ’70s, Chevrolet, Ford, and Plymouth constituted what could be called the “Low-Priced Three.” For many of those years, while they weren’t in the Cadillac, Lincoln, or Imperial class price-wise, prestige-wise and otherwise, they could typically be ladled up with options. Many an Impala, […] The post The 1973 Caprice was luxury for a low price appeared first on Hagerty Media.

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This is interesting!