In 2017, Graham made quite a splash with its Nose Art watches, which were original, creative, fun, slightly cheeky, but elegant at the same time. Their dials sported knockout pin-up girls in a spirit of 1940s and 50s Americana. What happened last year was far from ordinary, and the implications were much bigger than a successful limited edition would normally entail. Graham had brought its Chronofighter to the attention of a wider public. Up to that point, the XXL-format watch was largely unknown except to a select audience of extreme watch collectors. The Nose Art range changed all that. It was up to Graham to build on the momentum in 2018.
Subtle hues
The watchmaker has come to Baselworld with three responses. First, there’s the Grand Vintage collection. It’s a relatively straightforward exercise: the same blues and greens that have largely dominated Baselworld this year (after black and grey), distressed straps, lightly smoked dials and a generous 47 mm diameter. The recipe has been an instant success, even if there are plenty of other brands at Baselworld using the same combination of ingredients. Conclusion: a good product but perhaps missing that star quality.
Graham’s second response is the Chronofighter Superlight. We caught a glimpse of it before Basel. This is a far more original creation: XXL format but ultra-light and colourful. The company has deployed no fewer than nine references, none of which weighs more than 100 grams, including strap. This watch marks a return to Graham’s rebellious spirit, with combinations of colours and materials that pay little mind to existing conventions.
From Nose to Noise
Graham’s third and final riposte takes the codes of the successful Nose Art series and transfers them into a new model known affectionately in-house as... Noise Art! The idea is to move from a military-inspired series to a collection that conveys the rock ‘n roll spirit of the same era (the 40s and 50s), channelling images of drive-in movies and Happy Days.
Linda, Belle, Chloe and Lucia take up provocative poses on black, grey and blue dials in four limited series of 100 watches each. For the time being, the recipe still seems fresh and innocent. In 2019 the novelty will probably have worn off, and we can expect Graham to either retire its pin-ups or give them some kind of makeover. For instance, they would lend themselves to animation, with a leg indicating the time, or they could bring in some SuperLumiNova. That will ensure that this cult double collection, Nose Art and its successor, Noise Art, remain prized collectors’ items.
