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Armin Strom - Rockin’ to the beat

Armin Strom Rockin’ to the beat

Lady Beat.

“Good design is honest and functional,” says Claude Greisler, who with Serge Michel cofounded Armin Strom. That approach, along with the desire to consistently innovate and rethink mechanical movements, is the root of Armin Strom’s minimalist, structurally coherent design aesthetic. And while those values hold true in the brand’s latest watch, the Lady Beat, Griesler and Michel were also humble in developing their first watch for women: instead of resorting to their male in-house design team, the duo consulted two female designers to work on the watch. The resulting Lady Beat shows that – there are no frills in the form of diamonds or mother-of-pearl. The design is clean, with a 38mm rounded case and soft edges, while still showcasing the off-center dial and three bridges of the Caliber ALA20 movement, anchoring the watch in Armin Strom’s System 78 collection. The textured dial and plate beneath it, shaped like a half-moon, echoes the curves and smooth finishes on the case. The Lady Beat is available in monochromatic black or white versions, with a matching strap in rubber and Alcantara, but can also be customized to the client’s desires. The movement, visible through the sapphire crystal caseback as well as on the dial side, remains center stage, just with a slightly more feminine touch.

Rockin’ to the beat

Lady Beat © Armin Strom

Lady Beat
Case: stainless steel, sapphire crystal caseback; water-resistant to 30m
Diameter: 38mm
Movement: Manufacture Armin Strom Caliber ALA20 automatic winding with central rotor; 70-hour power reserve
Dial: black or white with offset subdial
Functions: hour, minute
Strap: White or black bi-material rubber and Alcantara


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The ARMIN STROM manufacture expresses the very substance of its founder’s legacy. Its guiding principle is that of reinterpreting watchmaking tradition. To this end, it applies the principle of making movements visible and decorating them at every stage of their design and production.

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