GMT XXL - Summer 2009
The youthful Horus brand is pervaded by a number of symbolic themes. First of all, its name inspired by divinity is synonymous with honesty, longevity, protection and respect. Symbolizing in its creator's eyes the world's most exclusive breed of discreet elegance, Monaco was the natural choice for the first Horus boutique which opened last year (see next page). These dual ties with Switzerland and Monaco, cultivated by the brand with the Falcon logo embodying nobility and power among the Egyptian divinity, help it to better serve its noble cause. All Horus haute horlogerie watches are custom-made.
The Single-pusher chronograph (DUALIS)
MOVEMENT:Mechanical manually wound chronograph with flying tourbillon (Caliber HR 1450), 168 components, 120h power reserve
CASE: Grade 5 titanium
DIAMETER: 45mm
FUNCTIONS: single-pusher chronograph, Yas Marina racing track engraved on the back
BEZEL: Grade 5 titanium
DIAL: sapphire crystal
STRAP: Grade 5 titanium, reversible
WATER RESISTANCE: 200m ® Horus
It's not every day that an aviation technician decides to create his own watch brand. Immersed in cutting-edge technologies for the past 15 years, André Grossmann is primarily enamored with beauty and excellence. His Aviatex company, which specializes in R&D on state-of-the-art materials and coatings, and an important partner for Horus, is based in Montreux, Switzerland, the legendary home of international jazz. The combination of his aeronautical experience and his passion for motor racing have made the creator of Horus a genuine alchemist of fine watchmaking. He is for example the only one to use compressed carbon fiber for his watch cases, such as that of the tourbillon chronograph in the Genesis line, with a single-pusher chronograph and power-reserve display on the back of the case with its sapphire crystal through which one can admire one of the world's most famous racing tracks! The case of this model is composed of approximately 80 layers of carbon! This technology is applied directly to certain components that are subjected to severe strain and tension in domains such as aviation and Formula 1 motor racing. A new technology is applied to Horus watch cases by one of the motor sports specialists gravitating around André Grossmann, in this case a manu - facturer of F1 engines and GP motorcycles. It results in cases made from ceramized aluminum, a material that is both ultra-light and ultra-rugged. Ceramization is in fact oxidation by electrolytic plasma technology: a metal is converted into its oxide in an aqueous milieu by electrical discharges, giving it a protective coating with a richer set of tribological properties than by anodization alone.
IN MONACO HARBOR
In addition to such an extreme example of high technology, the exceptional nature of these fully customized timepieces is reinforced by the remarkably executed engravings adorning the case and movement. The only common denominator among the special orders imagined by and for Horus clients is the flying tourbillon with which each of their movements is equipped. This is equally true of a highly distinctive model, the Ultramarinum. While the shape of the case and attributes of the dial are inspired by the world's oldest steamboat, the Monaco-based Delphine, it is in fact the marine tourbillon function that revolutionizes our approach to time: a lateral chadburn (or telegraph) will enable the lucky owner to speed up or slow down the passing of time. In “forward” mode, the hands will turn faster around the dial, indicating a time later than reality (which might for example serve as ameans of getting rid of visitors who have outstayed their welcome), whereas in “reverse” mode the hands will lag behind the actual time. As the icing on the cake, a return to “neutral” position will automatically return the watch to the correct time. Like all Horus watches, this model comes with a ten-year warranty. After an initial development phase geared resolutely towards fine watchmaking (see previous page), the Horus brand is now stepping things up a notch by opening new boutiques, particularly in Abu Dhabi and by launching into high-end jewelry and leather goods.
Here again, exceptions are the rule. The custom-made, personalized approach is the name of the game at all stages in creation, offering customers an almost unlimited range of possibilities. Based on the Lake Léman “Riviera” in Montreux, HORUS Sur Mesure devotes great passion to developing bracelets, necklaces, rings and earrings through direct contact with the purchasers. The “designer-customer” chooses the shapes, the materials and the precious stones, thus playing an integral part in the creation of his or her dream piece of jewelry. Trained by the former jeweler to the King of Romania, the Horus craftsman thus places his vast experience and extraordinary expertise in the service of these privileged few. All the diamonds and gemstones he selects are of at least IF quality. No flaws are tolerated. Indeed, the same goes for the diamonds used on every model, since all meet the most demanding standards in terms of clarity, color, carat weight, cut and brilliance.
The Montreux ateliers have also created a collection of highly adaptable and technical rings that can be customized in accordance with the brand spirit. With the Imperialis collection, customers can play with materials, colors and shapes. Working on an initial basis of three bands, they can thus add one or more bands in the materials of their choice, either all-metal or set with precious stones.
WHEN ACCESSORIES BECOME AN ART
Already successfully tested in the development of custom-made leather straps for high-end watches, the leather-working workshop of the Horus boutique in Monaco now also crafts other items such as belts and shoes. Cutting, assembling and stitching are all performed by hand in keeping with the finest traditions. HORUS Maroquinerie Monaco sources its skins and hides from the world's best suppliers and stops at nothing to give its customers complete satisfaction. All the skins and hides are accompanied by their certificates of origin, so as to guarantee both transparency and traceability. Whether one opts for a flamboyantly colored python skin, a timelessly chic alligator leather, or the discreet simplicity of washed lamb leather, Horus guarantees a choice of colors and textures that will cater to all manner of fancies in the field of luxury accessories.
