Press release
At this year's Baselworld, the world's largest watch show, watch manufacturer Antoine Martin made its first public appearance on a big stage. The young brand from central Switzerland made a positive impression with the presentation of its first collection. Dealers and journalists from all over the world visited the elegantly appointed Antoine Martin stand and were suitably impressed. The cornerstone for the brand's successful launch was laid in Basel.
After two years of intensive development, master watchmaker Martin Braun's team was finally able to present the first collection of watches featuring its own movement. Developed and manufactured entirely in-house, the extraordinary AM39.001 calibre features an integrated perpetual calendar, a large date display and a six-day power reserve. It clearly left a deep and lasting impression on the many interested visitors. The wealth of innovations, which include aerodynamic amplitude stabilization, a newly developed silicium Swiss club-lever escapement and an eye-catching titanium balance measuring a full 17.5 mm in diameter were well received by watchmaking professionals.
Design of first collection oozes character
The design of this first Antoine Martin collection is fresh and original with a lot of character. The team of specialists working with CEO Bruno Jufer have succeeded in creating a unique collection with elaborately finished dials and a complex case design. The collection embraces six models and features a choice of two different dials in rose gold cases, white gold cases or blackened DLC steel cases. All six models are limited to just 25 pieces. Collectors and devotees of mechanical watches will be delighted.
A perfect brand image
The Antoine Martin brand left an all-round first-class impression. True to its motto “Mastering Perfection”, the company paid meticulous attention to detail: from the brochure and display through to the packaging, display cases and animated movie illustrating the movement and the collection, the show was professionalism at the very highest level. Still young, the brand has thought of everything and is now gearing up for a successful launch.
Establishing a high-quality, selected dealer network
In the course of the show, the company established contact with potential retailers and distributors. Interest from dealers, particularly from Asia, the Middle East and Russia, was enormous. Between now and the market launch in autumn 2011, the Antoine Martin team will focus on building up a highquality dealer network. In the course of the first year, the aim is to introduce the collection to the world's most important markets through 20 established points of sale around the globe.
