Alpina, a model with a heritage of just about 140 years, specialises in rugged watches for outside use. A number of weeks in the past, the model reintroduced a mannequin from the early 2000s, the Alpiner Excessive (with the Alpiner Excessive Regulator Automated and Alpiner Excessive Automated). The European launch occasion of the gathering in Chamonix allowed us to sit down down with Alpina’s Model Director Oliver Van Lanschot Hubrecht and discover out extra about this go-anywhere, do-anything watch.
Xavier Markl MONOCHROME – The Excessive assortment is about 20 years outdated. May you inform us concerning the historical past of the gathering?
Oliver Van Lanschot Hubrecht – Model Director Alpina – The gathering was certainly launched in 2005, just some years after the model was taken over once more (at Baselworld 2003). It was often called the Avalanche on the time. The model positioning was a bit greater than it’s as we speak. The common worth was about EUR 4,000 to five,000, and it was a extremely profitable assortment in its day. At 48mm, it had a a lot greater case. It was fitted with a hand-wound regulator motion, which was fairly outstanding on the time, constructed on a Unitas base. Then the gathering developed with an computerized regulator motion, a tourbillon and an computerized three-hand motion; it was an enormous success.
What did you attempt to inject into the gathering with this new tackle the design?
Clearly, the model is impressed by the unique design. This is the reason we’ve got first launched a regulator, like the enduring mannequin from 2005. We now have utterly redesigned the case with extra wearable dimensions. It’s a cushion case that’s 41mm x 42mm. The case has a three-part building, permitting for a lot of future developments by way of sizes or calibre, for instance. From a worth perspective, the concept was to make it extra accessible. The regulator retails for CHF 2,150, and the computerized three-hander for CHF 1,595.
The gathering is known as Excessive. Are there any particular technical options?
The Excessive needs to be seen as a sturdy, do-anything, go-anywhere design that may resist a harsh atmosphere whereas displaying nice consideration to element. Concerning specs, we’ve got pushed the water resistance to twenty ATM/200m; our ‘Land’ atmosphere watches are normally waterproof to 10 ATM/100m. So, we’re rising resistance to make it even stronger.
What does this launch inform us concerning the model’s technique?
The gathering brings collectively all the weather that correspond to what Alpina stands for. To begin with, it returns to the heritage of the model. We’re a Swiss watch model that was created to craft robust, sturdy watches able to resisting the difficult atmosphere of the Alps. Additionally, we’ve got developed many conventional actions and wish to return to this. There may be additionally this very recognisable case. We now have seen the gathering’s success up to now and wish to convey this icon again and capitalise on its highly effective design.
You’ve launched a regulator and an computerized three-hand mannequin. What can we anticipate sooner or later?
These are, after all, the primary steps. What you possibly can anticipate are totally different problems and capabilities. Naturally, there will probably be totally different sizes to go well with totally different wrist sizes and adapt to the demand from numerous markets, not forgetting women’ watches. However we might additionally broaden the Excessive throughout totally different universes. The Excessive might probably work in a Seastrong or Pilot atmosphere. The Excessive goes to be the main design route for Alpina.
In addition to merchandise, what are the important thing challenges for the model?
Among the many focus areas, we’d wish to develop on the model is our distribution. It’s a problem as a result of we’re not obtainable in every single place we’d wish to be. We nonetheless have markets to open, and that’s an enormous alternative. The target is to work with retailers; we’ve got finished lots on-line but additionally perceive the restrictions of on-line enterprise.
The second aspect is the event of name consciousness. We now have a outstanding historical past. That is the chance supplied by the Excessive and its very robust, distinctive design. It’s the alternative to carry the model with a powerful id and in the end drive gross sales, after all, to create a virtuous circle, broadening the popularity and availability of the model. Focus is vital; we have to be cautious about taking pictures bullets in too many instructions. We wish to be centered and constant.
Alpina is a sister firm of Frederique Fixed and a part of the Citizen group. What does it convey to the model?
It brings power. By way of product growth, manufacturing and logistics, it helps take care of suppliers. It’s a bit just like the Union Horlogère on the origin of Alpina. We’re stronger inside a gaggle. Citizen can also be giving us a dimension that we didn’t have earlier than. With out the group’s help, we might not do what we’re doing as we speak. There are just a few limitations as effectively. When individuals are engaged on two manufacturers, typically it’s a must to shout a bit of bit louder to get heard. However it’s undoubtedly a power to be a part of a gaggle!
For extra data, please go to Alpinawatches.com.
© Picture Oliver Van Lanschot Hubrecht by Dom Daher
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