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From YourSITE.com Audi News
• Exceptional design and sophisticated technology • Audi design cooperates with Sinn Spezialuhren GmbH Audi design stands for the combination of cutting-edge technology and innovative design. The new collection of top-quality watches developed under the eye of Audi’s Head of Design Walter de’Silva is also true to this principle. The centrepiece of this collection is the Audi design Square Chronograph. The Audi Design team set out not only to develop a particularly elegant watch; they set out to make their own mark on time. The result was the Audi design Square Chronograph, a visual and technological masterpiece. It bears the unmistakeable Audi fingerprint. If you wear the Square Chronograph, you have a real piece of Audi on your wrist. Pia von Braun is responsible for the Square Chronograph’s elegant face. “The basic idea was to design a square watch,” says the designer, and Artemis Karoussos, coordinatior of the “Product Concept” at the Munich studio, adds, “A square watch is very unusual in this price segment and at this level of technology”. In fact, square watches are found almost exclusively as jewellery items. However, the decision to design a watch suggested itself. “The high level of precision required, and not only in the measuring instruments,” explains Karoussos, “is the link between watches and cars” Sportiness and emotion are the two main themes in the chronograph’s vocabulary. The square dominates the design. One special technological feature is the sapphire glass cut in the shape of a square, which is practically invisible when the angle of light is neutral. This type of cut is incredibly rare. The square not only gives the casing its shape; it also appears in the border of the classic chronograph functions. Even the wafer-thin guilloche work, the pattern on the surface, repeats the geometric shape. The typical Audi interplay of soft surfaces and distinctive graphics can be seen in the watch’s unusual cushion shape, framed inside strong lines. This creates a delightful contrast. The alternation of polished and satin finishes creates tension.
The heart of an Audi practically beats inside the watch as well, with the state-of-the-art Swiss ETA movement. “Vorsprung durch Technik” is given a new dimension here – the time dimension. The mechanical movement is combined with a self-winding mechanism. A special damping grease is used to prevent oscillation of the winder rotor, thus guaranteeing a “smooth” passage (of time) in the truest sense of the word. One sophisticated technological touch is the control mechanism in the casing, patented by Audi, that makes fine adjustment of the watch possible whilst it is actually on the wrist. In three simple steps the leather strap can be shortened or lengthened by 0.80 mm on each side whilst it is being worn – a very useful feature, particularly in hot weather or when you are under pressure. The tegimented stainless steel casing is also very impressive technologically. This special coating makes the material as hard as zirconium oxide ceramic, and thus extremely scratch-resistant. Konzept Design München’s creative masterminds brought Sinn, the renowned manufacturer of specialist watches, on board for the Audi design Square Chronograph. This cooperation comes as no surprise. “Sinn and Audi are companies that have something to give each other,” says product designer Artemis Karoussos, explaining the thinking behind this joint venture. “Sinn is very interested in Audi design and Audi values Sinn’s quality standards and technological know-how in turn.” The Frankfurt am Main watch company has set itself the same goal as the Ingolstadt car manufacturer – the continuous further development of what is technologically possible with attention to the highest standards in design and quality. The Audi design Square Chronograph bears witness to the high technological standards of this cooperation and makes Audi design part of the team of true watchmakers. The Audi design square, the Audi design Square Chronograph’s “little sister”, reinforces the Audi watch collection. The three-hand self-winding watch is the sporty unisex version for everyone who likes things a bit smaller. “We also thought about women with the Audi design Square,” explains Pia von Braun, “It is very dainty compared to the large chronograph and has a simple, sporty appearance.” The relationship to its big brother is obvious. The main feature is the striking strap, the design on the dial, which also gives the Audi design Square Chronograph its characteristic appearance.
In including the Audi design Circle Chronograph and its “little sister”, the Audi design circle market entry models, in the Audi design watch collection, we have not forgotten the fans of the Audi design classic round watches. With both watches the circle is in the forefront of the vocabulary. Innovative technology and cutting-edge design are combined in two exceptional pieces of jewellery. In a world increasingly dominated by digital products, chronometers of every shape are everywhere. Every telephone has a time display, and you can read the time on every kitchen cooker. It’s really hard not to be able to know the time any more, no matter whether you are in the office, in the car, in the street or in the air. However, Audi design watches have achieved something denied to their digital relations. They are one of the few symbols of a personal style statement – and of course timeless. We are also breaking new ground in sales with the Audi design watch collection. Alongside the traditional AUDI AG distribution channels such as selling through dealers and importers, sales in Audi shops in the Forums and on the Internet, our cooperation partner Sinn Spezialuhren also sells the watches to the international specialised trade. “In this way we are selling the new Audi design watches in the luxury specialised watch market for the first time,” explains Ulrike Dust from quattro GmbH, who is responsible for the Audi design lifestyle articles business segment. “We hope to demonstrate the attractiveness and competitiveness of our products through direct comparison with our competitors. Placing Audi design products in specialist shops is certainly a challenge, but one that we at Audi are happy to meet. “By selling in the specialised market we have an additional opportunity to communicate our design skills beyond our car-oriented customers,” says Ulrike Dust. For this reason, this distribution channel is also to be extended in the future and used for other Audi design products. All watches in the Audi watch collection can be ordered through specialist shops, through Audi dealers or at www.audi.de/shop.
Audi design Square Chronograph Manufacturer: Sinn Spezialuhren GmbH and Co KG Model: Audi design Square Chronograph Functions: hour, minute, second, date, day of the week, chronograph, seconds counter Movement: Valjoux 7750; diameter 30 mm, height 7.9 mm; 28 800 A/h, 25 jewels, Incabloc shock absorber, Nivarox 1 hairspring, Nivaflex mainspring, Etachron fine adjustment by eccentric screw and regulator hand, approx. 48 hrs power reserve Casing: tegimented stainless steel (polished/satin finish), base secured by four screws; curved sapphire glass with a non-reflective finish on both sides; adjustable lugs for strap; watertight to a depth of 100 metres Strap and catch: cowhide strap tanned using vegetable dyes; stainless steel tang-type buckle Dimensions: 38.4 x 36.8 mm, height: 16.5 mm; weight: 119 g Price: 3,650 euros Order number: 110.04.001.00
Audi design Square Manufacturer: Sinn Spezialuhren GmbH and Co KG Model: Audi design Square Functions: hour, minute, second, date Movement: Swiss ETA 2824-2 automatic movement Casing: tegimented stainless steel (polished/satin finish), base secured by four screws; curved sapphire glass with a non-reflective finish on both sides; adjustable lugs for strap; watertight to a depth of 100 metres Strap and catch: cowhide strap tanned using vegetable dyes; stainless steel tang-type buckle Price: 1,950 euros Order number: 110.04.002.00 The Audi design Square Chronograph and Audi design Square are available in specialist shops, through Audi dealers and at www.audi.de/shop.
Audi design Circle Chronograph Manufacturer: Sinn Spezialuhren GmbH and Co KG Model: Audi design Circle Chronograph Functions: hour, minute, second, date, chronograph, seconds counter Movement: Swiss Valjoux 7750 automatic movement, 28 800 A/h, 25 jewels, Incabloc shock absorber Casing: stainless steel (polished/satin finish) with integral strap, domed sapphire crystal glass with a non-reflective finish on both sides, glass base made from sapphire crystal glass Strap and catch: cowhide strap tanned using vegetable dyes, stainless steel tang-type buckle; also available with the option of a metal strap Price: 1,450 euros (with leather strap), 1,650 euros (with metal strap) Order number: 110.04.003.00 (with metal strap), 110.04.004.00 (with leather strap)
Audi design Circle Manufacturer: Sinn Spezialuhren GmbH and Co KG Model: Audi design Circle Functions: hour, minute, second, date Movement: Swiss ETA 2824-2 automatic movement, self-winding, Incabloc shock absorber Casing: stainless steel (polished/satin finish) with integral strap, domed sapphire crystal glass with a non-reflective finish on both sides, glass base made from sapphire crystal glass Strap and catch: cowhide strap tanned using vegetable dyes; stainless steel tang-type buckle Price: 690 euros Order number: 110.04.005.00 The Audi design Circle Chronograph and Audi design Circle are available in specialist shops, through Audi dealers and at www.audi.de/shop.
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