[Watches & Timepieces]
MHB’s Stephanie Lim, her sister Erin and I made our way over to Mid Valley Megamall on 3 July 2013 for the relaunch of Certina’s corporate identity in conjunction with its 125 anniversary which will be celebrated across the world with special models, limited-edition special series and various promotions, events and activities.
The story began in 1888 when brothers Adolf and Alfred Kurth opened a high-quality watch movement and supplies business in Grenchen, Switzerland, which expanded a short time later to include full watch manufacturing. From 1906 onwards, their production bore the Grana signature (for Granacus, Latin for Grenchen), and the company strove to produce products of outstanding quality and durability, and this paid off when their creations garnered prestigious prizes at the Milan Fair in 1906, in Brussels in 1910 and in Bern in 1914.
Later, the company began producing its own movements, followed by many other inventions such as the first mechanical digital watch in 1936. In 1938, the business’s 50th Jubilee marked the triumph of a family operation that had become an incorporated company employing some 250 workers, and the enterprise was re-christened with a name that is known globally today – CERTINA.
It was a new identity laden with meaning, as “Certina” originates from the Latin word “Certus” which means “sure” or “certain”, and marked the start of the company’s drive towards a broader, more international market. After the second world war, Certina opened its first subsidiary in Germany in 1948, and the rest as they say, is history!
2005 was a year that truly put Certina on the global map when the brand entered the glitzy and glamourous world of Formula 1 racing as Official Partner of the Sauber Petronas team. In 2006, BMW bought Peter Sauber’s F1 team, and Certina’s ties with the sport were consolidated by the signing on of talented Polish driver Robert Kubica, who remained brand ambassador for four years. In 2008, thanks to an impressive season and a winning one-two finish in Montreal, the team closed the race calendar with a 4th place in the Constructors’ Championship.
The following season, results were uneven and somewhat disappointing, causing BMW to withdraw from the sport amid a global economic slowdown, resulting in Peter Sauber buying back control of his team. Through the many changes over the years, Certina remained a loyal partner to the Swiss racing organisation. In 2012, the team took four podium finishes and earned itself a strong 6th place in the Constructors’ Championship, a worthy conclusion to the 2012 season. Certina’s contract with the team has been extended for 2013.
With its new corporate identity, the Swiss sport watch brand now reflects traditional values even more with their new motto “Back to our roots”. The new logo uses the lettering that has always adorned the watch dials, and this harmonisation ensures greater coherence across the entire brand presence. The turtle hallmark that was already used on the DS-1 and DS-2 in the 1960s is also to be included in the logo. The turtle symbolises resistance, durability and quality, and from now on, will not just be seen on sports models, but on all watch cases: It will be stamped onto some sport watches and engraved on all other models. Noble green is to be the new colour of the logo and is a symbol of freshness, luck and success.
The abbreviation “DS” will also be incorporated in the logo for the first time: “Double Security” used to refer to the shock resistance and water resistance of the watches, and defined CERTINA’s success. Today, the DS concept not only represents water resistance (thanks to a seal ring on the stem, two crown seals and a special gasket in the case back), but also scratch resistance (thanks to extra-thick sapphire crystal) and shock resistance (thanks to the reinforced case back).
The DS concept is used on all CERTINA watches and is one of the defining unique selling points (USP) of the brand. The aim is to make CERTINA’s quality symbols and brand values directly visible in the logo. This leads to improved differentiation and greater individuality for the brand, along with its new corporate identity represents a real milestone in CERTINA’s company history.
The new DS Eagle is a unique and unusual timepiece with a broad face, and solid screwed-on bezel with beautiful carbon-fiber detailing, making it ready for any extreme situation, sport or even everyday life. The watch is water-resistant up to a pressure of 20bar (200m), is equipped with a textured screw-fastened black rubber strap and red-trimmed push-buttons, while its 24h GMT second time-zone will help to keep your work and travel schedule in perfect time.
The DS Eagle Chronograph brings extreme-sport inspiration and finish to a timepiece with a fantastic quality/price ratio. Contrasting brushed and polished surfaces in 316L stainless steel, and racing-inspired semi-circular carbon inserts on its screwed-on bezel give it a distinctly modern, sporty character. Behind the scratch-resistant sapphire crystal with anti-reflection coating on both faces, the 12-hour, 60-minute and 60-second chronograph counters are bold and clear against the dial’s textured finish, thanks to smart contrasts of red and white against black. All hands other than the central seconds indicator are skeletonised for a stylish design touch, and a large date window is ideally placed at 6 o’clock.
Legibility is further enhanced by generous amounts of Superluminova on the large indices and HM hands and in the arrowheads added to both the 24h and the central seconds hand. Black PVD-coated screwed-on side guards neatly frame the design, while also providing additional protection, especially for the red-trimmed push-buttons and screw-in crown—monogrammed with the letters ‘DS’ to highlight the use of the Double Security Concept.
The screw-on case-back brings a further reminder of the DS Eagle’s exceptional reliability and water resistance up to a pressure of 20 bar (200m), with the display of the CERTINA turtle logo, a longstanding symbol of great water resistance, robustness and longevity. Black PVD-coated screws fasten a textured, contoured black rubber strap and its sturdy pin-clasp buckle to the beautifully sculptured case.
The DS Eagle Chronograph comes in special packaging, and comes in two additional versions: an all-black PVD-coated model and a two-tone black/rose-gold PVD-coated model, both with a black rubber strap.
DS Eagle Chronograph Specs:
- Movement/functions: Swiss-Made ETA G10.961 quartz chronograph
- Hours, minutes, small second, date
- 24h GMT (second time-zone)
- 12-hour, 60-min., 60-sec. chrono counters
- Case: 316L stainless steel, brushed-polished, 46mm diameter
- Screwed-on bezel with carbon inserts
- Screw-on case back with special turtle logo
- Water resistance: Water-resistant up to a pressure of 20 bar (200m)
- Crystal: Sapphire crystal, with anti-reflection coating on both faces
- Crown: Screw-in crown, red-trimmed, protected by screwed-on guard
- Watch strap: Contoured and textured black rubber,
- fastened to case with black PVD-coated screws, large pin-clasp buckle
- Specificity: DS (Double Security)
- C023.739.27.051.00 – Steel/PVD black
- C023.739.17.051.00 – All PVD black coating
- C023.739.37.051.00 – Black/ rose-gold PVD
- Retail price:
- Steel/PVD black: Switzerland CHF 1180.- / UK £ 950.- / IRL € 1055.-
- All PVD black: Switzerland CHF 1380.- / UK £ 1060.- / IRL € 1195.-
- Black/PVD rose-gold: Switzerland CHF 1480.- / UK £ 1120.- / IRL € 1250.-
I also took the opportunity to check out their other timepieces on display
More info at http://www.certina.com/
Photo credits: Certina and author’s own