In-house debate for smart watches? BRIKK luxury watch with Apple Watch 'movement' here!

Feb 26, 2015,08:15 AM
 

Over the years watch enthusiasts were fighting over in-house vs. outsourced movements, and subsequently over 'true' manufactures vs assemblers. Now, even before smart watches really took off, the field is already ripe for this debate to enter also this market - with all its funny aspects: 


Today (and thus even weeks before the original's launch), luxury smart device tuner Brikk announced its version of the - probably - industry-changing Apple Watch: enter the Brikk Lux Watch:




Apple blog Macrumors.com reports that similar to the Apple Watch in terms of sizes, the line of Lux Watches will be available in 38mm and 42mm, with color options of 24-karat yellow gold, 18-karat pink gold, and 950 platinum alongside varying band options. The Lux Watch comes in three editions: Standard (right; single row of diamonds (.50 carats) and a leather strap), Deluxe (left; multiple rows of diamonds (2.3 carats), diamond encrusted buttons, and a diamond studded clasp  on its leather strap), and Omni (middle; diamond-emblazoned case resulting in over 12 carats of jewels on the device). 

All versions of the Lux Watch are prepared through disassembling Apple Watches that the company then repurposes with their luxury materials in a "state-of-the-art laboratory." 

Prices: $7,495 for the Standard, $11,995 for the Deluxe, and $69,995 for the Omni.

So, there we are: an assembler-type of industrial player enters the luxury watch scene with is value-addtion being a new case (thus being similar to what the industry looked like a decade ago), using a standard (albeit very high-grade) movement. Also, since they have to dismantle Apple Watches in order to source the innards, we have another resemblance to 'our' industry: the scarcity of available movement sounds familiar (read: ETA delivery stop). Question: when will Apple stops this (e.g. by inactivating the device)?

Yes, there we are (again!)... ;-)

And then, did you see the skeletonised UNITAS movement on the screen? Super-luxury, my dear friends!

I have to say that I like the 'Standard' quite a bit - very tastefully done, but I want a Datograph movement on the screen please!

Cheers,
Magnus

 
This message has been edited by Ornatus-Mundi on 2015-02-26 08:50:04

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Comments: view entire thread

 

If I had one, this is the movement I choose ...

 
 By: MTF : February 26th, 2015-09:16
Thanks for the flash report. That's the beauty of 'luxury', which, I defined as "The permission to choose." If there is demand, somebody will do it. If the demand does not exist yet, somebody will invent the need. e.g. Viagra was invented before the "mala...  

I think they're misunderstanding the nature of the product.

 
 By: mkvc : February 26th, 2015-10:14
That is a lot of money to pay for an item that is absolutely certain to be crashingly obsolete within 18 months of purchase. I can see a situation in which they sell the case together with a guarantee that they will install new hardware in it whenever App... 

Ewww...

 
 By: patrick_y : February 27th, 2015-10:11
Give me my Apple Watch unadulturated please!