We mentioned yesterday about limited edition watches being a watch marketing concept that has become overly tried, tested and now plain tedious.
Now Ariel Adams has remarked upon the other watch marketing concept that is in desperate need of a fresh brainstorm: the ‘let’s go retro’ school of watchmaking.
Retro is so retro.
Ariel writes:
‘This retro-kick is getting sort of monotonous. It is like designers are literally flipping through old catalogs trying to figure out what they want to build (again). They then design it with modern dimensions in mind using modern materials, and then plop in a modern Swiss ETA automatic movement. Nostalgia and modern fashion sells it, and everyone celebrates a job well done, with money that would have otherwise went to R&D.’
As Ariel rightly points out, there’s nothing wrong in terms of aesthetics with the new Hamilton Pan Europ, but it does join a lengthy list of ‘me too’ retro watches all of which leave you with the vaguely unsatisfying feeling that you are sporting a watch that is neither truly modern or truly vintage; the mock Tudor of the watchmaking world.
The Hamilton Pan Europ is a faithful reproduction of the original Hamilton Pan Europ pictured here:
It’s a 70s dive/sport/race watch, now restyled with a longer tonneau style steel case with a round dial and rotating bezel. The steel case is a more substantial 45mm wide, with a metallic blue bezel and dial.
The original had the numbers 703 on the dial, the reason for which no one is quite sure, but the interesting story behind the original Hamilton Pan Europ is that it very narrowly missed being hailed as developing the world’s first chronograph movement, but was apparently beaten to that honour by the Zenith Cal. 3019 PHC/PHF – the ‘El Primero’ (as in first). However, even this is open to dispute; the Seiko 6139-6010 SN 930410 – a Seiko Automatic Chronograph from 1969 is believed to have beaten Zenith and the consortium of Heuer, Breitling, Hamilton-Buren, Dubois-Depraz in producing the world’s first chronograph movement.
When the advent of quartz had its devastating effect upon the Swiss watch industry in the 70’s, Hamilton actually scrapped this movement and all the machinery which made it, so for that reason, an original Hamilton Pan Europ could be considered as quite collectible. That’s partly the reason behind the re-launch, as the press release states:
“The Hamilton Pan Europ simultaneously celebrates the pre-quartz peak of mechanical watches in the 1970s and their huge popularity today. In this timepiece, Hamilton takes pride in its deep American roots and in its far-reaching European present and future, whatever changes the times may bring.”
The Hamilton Pan Europ will not be on sale until September 2011, and even then, you guessed it, it will be in a limited edition of 1971. That is to celebrate the 40th year that Hamilton has been part of the Swatch Group (then known as SSIH).
Specifications
- Size Swiss made 45 mm
- Case Stainless steel
- Dial Blue with coloured nickel hands
- Attachment Brown leather with crocodile pattern
- Movement AutoChrono Calibre H31
- Crystal Sapphire
- Water resistance 10 bar (100 m) / 145 psi (328 ft)
- Recommended price: US$1900 USD
- Launch September 2011
