"It's possible, and we've done it. It's impossible, and I firmly believe that the future can be expected. These are the words of Paul-David Nardin, son of Ulysse Nardin's founder, and some of the future is already here.
The huge mirror reflects the golden "spaceship" of the dunes, and the passers-by stop at the "edge of the spaceship", as if they are space passengers, this is the booth of Ulysse Nardin at the 2024 Watches and Wonders Geneva (hereinafter referred to as 2024WWG), which is the movement of the new Freak S Nomad S Walker.
Ulysse Nardin 2024 "Watches & Wonders" booth at the Haute Horlogerie Geneva exhibition
You don't have to be a watch enthusiast, but if you have the chance to see the Freak collection, you'll never forget it. First of all, there is the shape: no dial, no hands, no crown, breaking the traditional shape of a watch, and this is just the beginning.
In 2001, at a time of watchmaking conservatism, Ulysse Nardin launched its first Freak, which, in addition to the aforementioned features, was made of silicon. Unlike today's wide range of applications, Freak's use of silicon was a pioneer in the watch industry at the time. Silicon has many advantages, such as being lightweight, unaffected by temperature and magnetic fields, etc. Today's Freak escapements are coated with high-tech DIAMonSIL diamond crystals for greater precision and durability.
Freak S Nomad奇想S 行者腕表
Since its launch, Ulysse Nardin has filed more than 20 patents for the Freak collection. Last year, the Freak One was crowned with the "Iconic Watch Prize" at the prestigious Grand Prix d'Horlogerie de Genève.
This new work builds on the previous one, showing a classical aesthetic from the future. The futuristic feel comes from the "spaceship" movement, which is made possible by the intricate construction of the UN-251 calibre, which is produced in-house. The flight carrousel movement rotates on the hour dial, and the silicon balance wheels of the two oscillators are fixed in two planes at an angle of 20 degrees, looking like the twin engines of a spaceship, connected by a miniature vertical differential.
Freak S Nomad奇想S 行者腕表的机芯
As for classical beauty, nothing is best reflected in the new creation, the hour dial beneath the "spaceship" carrousel movement. The hour disc is engraved with a diamond-shaped pattern created by organic engraving, a technique that has been passed down since the 18th century. The entire operation process does not require any electronic or laser equipment, and requires the master engraving to complete 240 consecutive operations in one go, depicting the delicate interlaced curves, which takes up to three hours. In order to ensure a coherent and smooth texture, the master must ensure that his hands cannot be taken off the machine or even moved slightly.
Machine hammering machine
The more efficient the machine, the more detached it is from people. Artisanal craftsmanship contains a unique sense of romance and beauty, transforming this new piece from a simple piece into a unique self-expression for watch lovers.
"The Freak collection may not be your first watch, but it's so special that if you love collecting watches, you're sure to have a place in your collection. Virginie Franceries, Ulysse Nardin's Chief Marketing Communications Director, described the collection as unique, "If I had to recommend one Ulysse Nardin watch, it would have to be the Freak collection, which not only represents the sophistication of watchmaking, but also the best interpretation of the Ulysse Nardin brand." ”
Below is the full text of the interview.
雅典表首席市场传播总监Virginie Franceries
The Paper: Why is the new Freak watch named "Nomad"?
Virginie: Nomad is nomadic if literally translated, they think independently, they are not bound by others, and they are always exploring new areas. Ulysse Nardin is the same, we are independent, free, open, and we are proud to be able to chart our own routes and explore new technologies like nomads. At the same time, we don't forget where we come from, Ulysse Nardin has a history of 178 years and we value the know-how and know-how of traditional watchmaking.
The Paper: You just mentioned "independence", what do you think has changed significantly since Ulysse Nardin became independent in 2022?
Virginie: When a brand is part of a group, it's often for short-term planning, but when Ulysse Nardin became independent, the planning was more for long-term strategy, such as the projects we are planning now beyond 2030. On the other hand, independence is also more efficient in decision-making, and can make some more creative and bold attempts.
The Paper: What disadvantages will be brought about after independence?
Virginie: I don't think it's a disadvantage, but it brings some new challenges. Because when the brand is in a well-known group, the fame and resources of the group will bring some advantages to the brand, but after independence, you need to bypass this fame and show yourself. In fact, many of today's successful brands are independent brands, because watch enthusiasts recognize brands with more personality and tend to have more creative products.
The Paper: What kind of brand message does Ulysse Nardin hope to convey in the 2024WWG?
Virginie: It's actually quite simple, as you can tell from our booth, it's to highlight the Freak collection. The exhibition is a very important opportunity to communicate with consumers, retailers, media and visitors, too much information will blur the main point of memory, and we need to make everyone remember the "whimsy". I would say that when a person is called 'freak', it means that you are different, that you are subversive, that you are bold, that you are free to be creative. That's what Freak's Whimsy series is all about, and it's what we want to convey.
The Paper: Ulysse Nardin excels at making watches with complications, will it continue to do so in the future?
Virginie: Absolutely. Not every brand can make a complication from A to Z, we produce it ourselves every step of the way, and that's why Ulysse Nardin is loved by collectors. Many young watch enthusiasts in China like to collect Ulysse Nardin watches, because unlike mainstream brands, the complexity of Ulysse Nardin is, to a certain extent, a reflection of the owner's personality and taste.
The Paper: What is the portrait of Ulysse Nardin Chinese users?
Virginie: We're delighted to see that in the last two years, more and more young Chinese consumers have become interested in Ulysse Nardin because they find it a very strong form of self-expression. The Freak collection may not be your first watch, but it's so special that if you love collecting watches, you're sure to have a place in your collection.
The Paper: In addition to the watch exhibition, what other ways will Ulysse Nardin choose to connect with consumers?
Virginie: We're also building multi-channel, with more and more of social media in addition to exhibitions, in-store staff, and in-person interactions. Over the past year, we've gotten the most feedback ever on social media about Freak's Fantasy collection, so this year we've also invited a groundbreaking 25 influencers to visit us to build a stronger connection with consumers through social media.
In fact, I prefer to call them brand advocates rather than opinion leaders. Because when you talk about opinion leaders, you always associate them with business, but we invite them to listen to these watch enthusiasts, and at the same time to let them know more about the brand's craftsmanship, and together we want to convey the spirit that Ulysse Nardin wants to express.
The Paper: What are Ulysse Nardin's plans for the Chinese market this year?
Virginie: China is one of our two most important markets, and our strategy for the Chinese market is in line with our global strategy, which is to put Freak at the core because you can only stand out if you are consistent and focused. Of course, this is not to say that other collections are not important, but we hope that through the Freak collection as a starting point, people can first know about Ulysse Nardin and then explore further. Specifically, Ulysse Nardin will open and upgrade some of its stores in China, and will further expand Ulysse Nardin's presence on Chinese social media to engage with as many watch enthusiasts and collectors as possible.