RSW is an almost century-old company willing to take 21st century risks: no other Swiss watch company seems to be quite so bold in design and concept. It nonetheless unveiled two somewhat more consensual models in 2013: Groom Lake and Dreamflower.
A few months away from celebrating its centenary and a decade after a significant move from Bienne to La Neuveville, RSW continues building a strong identity that leaves no-one indifferent. The brand has become well-known in certain circles for investing in conceptual designs and futuristic pieces, mixing contemporary styling with avant-garde fashion and even recently adding a more classic flavour to round off the collection – but always with a twist.
Most importantly, in an era characterized by mergers, acquisitions, conglomerates and profit-demanding shareholders, RSW remains in the hands of the founding family. M. A. Marachly established a watchmaking workshop in 1914 and, after several decades of specializing in private-label production, the brand started selling under its own name in 1967; three brothers in the fourth generation still run the company, with Fadi Marachly as CEO already preparing for a crucial milestone in the history of the company: the 100th anniversary will be celebrated next year with a series of events taking place during Baselworld.
This year, RSW – which stands for Rama Swiss Watch – showcased at Baselworld not only a new stand in Hall 1.1 boasting a 16.5 x 7.5-metre area on two levels, but also a couple of new models to complement its catalogue: a men’s watch and a ladies’ timepiece. “Groom Lake is our first RSW pilot’s watch, whereas Dreamflower is a very unique and revolutionary ladies’ watch with interchangeable straps”, says Sven Henricssen, sales and marketing manager.
Groom Lake: pragmatic with a twist
At first sight, Groom Lake seems quite conservative compared to the edgy charisma of various polarizing RSW creations such as the Nazca or the Outland; nonetheless, a second glance will note the unconventional design of the lugs contrasting with the pragmatic round case and functional dial. Named after the world’s least traditional airbase (a secret location in the heart of the famous “Zone 51” where experimental airplanes are developed and tested), Groom Lake embodies the company’s fascination for experimental aeronautics and futuristic aviation.
Belonging to the Contemporary collection, the Groom Lake is available in steel and black PVD versions powered either by quartz or an automatic calibre, fitted with leather or textile straps. Prices range from CHF 495 to CHF 1995.
Dreamflower power
The year’s main new introduction to the RSW collection is the feminine Dreamflower with its new interchangeable strap system. “The attachment is called Button Link Attachment and was patented by our company. It is the simplest, fastest and easiest way to play with interchangeable straps. No tools, no broken nails and no risk of losing spring bars or other moving elements”, reveals Sven Henriksen. “Each watch is delivered in a wonderful black wooden box featuring the timepiece (in a diamond execution with one diamond on each moving attachment) and a strap. Another two colour straps with buckles are also included. Removing one strap and replacing it by another takes no more than a few seconds”.
The attachment system also allows the strap to “float” around the classic round case because there are no visible lugs, giving the Dreamflower an ethereal aura. “Dreamflower is the new star within our Jewellery in Motion collection. It is yet another innovative product developed by us to show the difference between RSW and its competitors. A watch to talk about and create buzz. We have received a great number of positive comments from the customers, whether retailers or end-users. After pushing the classic collection in 2012 and 2013, we are bringing our ladies’ collection to the fore and Dreamflower is meant to be its ambassador”, says Sven Henriksen. Prices range from CHF 545 to CHF 2,145 for models featuring diamonds or precious stones.
New frontiers
The two new models exude RSW’s conceptual approach, though their design is not as polarizing as the Gazca or the Outland – two angular and geometric models that, along with the more classic (but featuring the unique proprietary crank crown system) La Neuveville, are the brand’s biggest assets versus the conservative designs of mainstream brands. The RSW collection is composed of four product families: 21st Century (high-end), Contemporary (cutting edge design), Classic (tradition) and Jewellery in Motion (women’s watches).
Although the brand was mainly available in the Middle East and European countries (Swiss, France, Germany) until recently, RSW is growing rapidly in Eastern Europe, Japan and most recently in Malaysia, Singapore and China: “We are very happy to see our brand available in eight points of sales in Hong Kong, two in Macau and one in Shanghai. Right now, Asia remains our priority area for business development”, admits Sven Henriksen.
Featured brand
