FHM magazine Singapore En - 2 Pages - Azimuth

FHM 03/10S tyt e @sYNOtoIFxUml; ILx ob ILz=qzzuaqavoIn the be€innninA"Chris (Long,co-founder) and I are extreme ypassionate about watches; we have a com b nedexperience in the watch business of about 25 yearsIn 2003,we realised that Swiss watch compan eswere raising prices by an average of 1 5 per centeveryyear. Consumers had no choice anda ternatives butto acceptthe ncrease, Watcheswith complicatlons (chronographs, retrogradefunctions, etc.) sudden y became out of reach forthe'common man'and were becoming theplayth ngs of only the r ch and famous. , , I also recalbemoan ng the factthatwhile luxury watchessegment of the watch wor d,We strive NEVERtobe a'metoo'watch companyand w llneverproduce a'me too'watch, Azimuth creations, betheys mp e orcomplex, have the signatureAzimuth DNA, Parlof ihis DNA sthatalotof ourdes gns are nsp red by non-watch objects, wh chis af irst in Swiss fine-watch mak ng, Forexample,ourSP- l Mecanique is nspired byacombinationofthree supercars; i t lets owners have the feel ofwearing a miniature supercaron thewr st., , Ourlislol avant-gardedes gns also includetheMecha-1 MrRobotothatlooksl ketheheadof atin toyrobot;theSP-1 Spacesh pthatresemblespeople outside of Singapore, Azimuth s just a Swrsswatch company, In fact, nobody bothered thatAzimuth is Singapore-owned;as long as the watcheswere Swiss made,thatwas good enough forthem,"Wlrywe should own anAzimuth"We focus on the unique se ing po nts of ourAzimuth brand - that the watch potential buyersare about to purchase is of high quallty,mechan cal, avant-garde design, and comparlngapples to apples, they will get the biggest bang forthe r buck when they buy an Azimuih. Buylng anAzimuth also shows your personality. Not everyonecan carry off an Azimuth because you are whatyou wear and our designs are bold, unique andattention-g rabbingi'For more tnformation on Aztmuth watches, vtsitwww.azi m uth -w atch,co mabounded, none were really innovative and playful,yetableto command respect in the wodd of luxurywatches, Chris and I were toying wlth new deas:Whatlf awatch could looklikeacar?Whatif awatch was made ike a robot? One day,we decldedto take the plunge and do something about it, Tha|swhen Azimuth Watch Company (AWC) wasformed,"ThinkinA out of the box"Azimuth strives to be extreme y drfferent in ourdesigns for watches with complrcat ons,that's whywe pos tioned ourselves in the aya nt-gardetheJelsons'spaceship. The thlng above the dialthatshowsthejump hourand m nutes, is uniqueand invented byAz muth and not available to anyothei-companles in thewatch wor d,"DefyinH skeptics"One of the blggest hurd es was to convinceSingaporeans to support Singapore's very own, It'sfunny because wewere moTewelcomed overseaswhen wefirststarledlThere were a lotofnaysayers here who laughed and said, 'Who dothese two guys thinkihey are? Des gning Swrssmadewatches is better eftto the Swiss.'To most