October 15, 2009
Roberta Naas
After flying from Singapore to New York a few days ago, Christian Bedat spent time at the Mandarin Oriental Hotel overlooking Central Park, to unveil his newest watches to a select few journalists. Spending several hours together, it seemed like old times. Bedat was his usual self: comfortable, happy and in high-tech mode.
“After the challenges and successes I had in all my years at Raymond Weil and then Bedat & Co., I decided when I left in September of 2006 that I wanted to be out of the luxury watch business, that I would not be back in it,” says Bedat. “I meant it. I am still out.”
Still out? But, yet, here he is with a box full of watches and a brand he is calling Red8world. So, what's the catch? This line is not a Swiss-made luxury watch; it is being sold via a different retail venue and offers a distinct message, to boot.
Bedat's newest venture – conceived of and developed in a year – is sold only on line at Red8world.com – and is designed to communicate a concept of either interracial harmony, of love, a green philosophy, or other values that one might want to display – all depicted via somewhat random yet interlinked words written on the bezel.
“I don't want to be back in the traditional industry with a traditional product,” says Bedat. “I want to offer a product that creates a perception of luxury, exclusivity and satisfaction for under $1,000. Something that offers a cool look with a message.” By the way, the price reaches $880 and includes shipping and Bedat guarantees refund with return shipping included if one is unhappy with the watch
Indeed, Bedat recalls watches with cult-like status such as Swatch chronographs, or Bulgari service watches, and admits that he would like to achieve this with his watch concept. The watches, which retail for $880, are all 42mm round with stainless steel cases or PVD cases in black, gray, brown or white. They are equipped with interchangeable rubber straps that are fitted to the watch and can be changed in a few seconds by the owner. They house Japanese-made self-winding eco-auto-quartz movements, called the I-matic, and are water resistant to 200 meters. They feature a steel crown with a signature red plastic coating, anti-reflective crystal and Superluminova hands and markers.
Originally Bedat wanted to engrave on the watches: Designed in Switzerland, Made in Asia, but due to Swiss laws, he could not use the word Swiss on the watch along with the Asian production information. Instead, he opted to engrave on the caseback: Designed on Earth, Produced in Asia.
“Basically, I'm saying: who gives a Damn where it is designed,” says Bedat. “The fact is it is a global watch. The movement is Japanese, it is produced in China, the website is designed in Korea and, well, we know where I live.”
While Bedat may want this watch to be decidedly different from everything he's done before, one who knows Christian Bedat can't help but see tell-tale Bedat signs in it. One, of course, is the use of the numeral 8 – a lucky symbol in certain cultures that Bedat has always had a fondness for. The other is the color red, used boldly on the crown of these watches in plastic; it has always been a favorite color of Bedat's. Finally, Bedat has always been an individual who spoke his mind. What better way to do that than to offer global messages.
The watch comes with six different bezel messages (ecological, social, etc.) – offered in different color combinations of case, bezel and dial. One bezel features a cultural concept, with Europe, Asia, Africa and America written on it. Another bezel offers an interracial theme, with Black, yellow, white and Red8 written on it – though these could be interpreted simply as colors or have their own personal statement for the wearer. Other bezels are: Peace, Love, Boy, girl; Ox, Tiger, Hare, Dragon; Brown, Green, Planet, Earth; and North, South, East, West.
Watch strap choices include white, red, gray, black and even pink – so a host of combinations can be made by the savvy consumer. Extra straps can be purchased for a mere $40. Also unusual for a watch brand is the animated Red8world.com website – an interactive site with global tours and even a design contest where visitors can design a Red8 watch with a theme and enter for a chance to win a Red8 watch.
“In the short time I've tested the watch, and since I launched the site last month, I have already sold about 500 watches,” says Bedat. “I think it will be fun, and it is something different that also shows that we care about the world.”
