Platinum Time

September 1998

Timepieces:New Products

Platinum Time

For watches, this precious white metal stands the test of time

Platinum is no stranger to timepieces. However, most platinum watches have been special editions and made in limited numbers. More recently, the success of the precious white metal at the jewelry counter has influenced watch companies to offer limited platinum editions more frequently or – as with Delma, Milus, IWC and several others – as part of an ongoing or larger collection. Here are five examples of platinum timepieces that have proved their mettle in showcases. After that are examples of other timepieces that should keep your consumers interested this fall.

– by Michael Thompson

Three versions of the Milus Platinum Drop watch feature quartz movement, crown-less design (push-pin setting is on the back) and crocodile strap. Retail, $4,700 to $6,000.
Milus Watches, Entry USA, New York, NY; (212) 734-4318.

This Portuguese automatic is shown in steel with black dial and in platinum with blue dial and date display. Both with transparent case backs. Suggested retail, $14,995 for the platinum model, $4,995 for the steel.
International Watch Co., Winchester, VA; (800) 432-9330,

This TV Screen automatic chronograph features a steel case, screwed back, domed crystal and choice of six dial colors. Suggested retail is $1,595 with a crocodile strap, $1,695 for steel bracelet.
Daniel JeanRichard, Swiss Primetime Inc., Rutherford,NJ; (201) 507-4400.

Bulova's sporty Marine Star line includes this multifunction chronograph with an extra dial on the bracelet for a unique dual-time zone indicator. Suggested retail, $399.
Bulova Corp., Woodside, NY; (718) 204-3301.

Xemex adds this platinum limited edition to its Avenue collection. The men's certified chronometer features sapphire crystal and white gold hands. Suggested retail, $12,950.
Xemex USA, Austin, TX; (512) 499-0123,

Platinum pair from Delma feature quartz movements, deployment buckles, sapphire crystals and leather bracelets. Swiss made. Suggested retail, $3,100 for the men's model, $2,850 for women's.
Delma USA, New Rochelle, NY; (800) 971-7712,

Hourglass shape, angled lugs and high-style dial updates the 1955 inspiration for this new women's line from Hamilton. A deployment buckle is standard. Suggested retail, $345. Also available in goldplate.
Hamilton, Weehawken, NJ; (800) 234-8463.

Denim and Diamonds (top) from Michel Jordi features a diamond star on the face. Suggested retail, $1,495. The Spirit of America-American Eagle with a denim strap and an eagle on the dial retails for $550 ($750 with a steel bracelet.)
Michel Jordi, Dallas, TX; (800) 823-8340.

This all-steel version of Fendi's Zucca for women features a rose sunburst dial, push-button buckle and sapphire crystal. Also available in two-tone gold and goldplate.
Fendi, Taramax USA Inc., Manasquan, NJ; (732) 528-5161.


The clear acrylic bangle on this silvertone Pulsar Cyber is accented with five black lines. The black dial sets off silver-hued markers and hands. Suggested retail, $170.
Seiko Corp. of America, Mahwah, NJ; (201) 529-5730,


A transparent rotor and case back allows full view of the customized Lemania 8810 movement inside the 42mm solid platinum case of this Ego, a certified chronometer designed by Hannes Wettstein for Ventura. Suggested retail, $15,000.
Helvetia Time, Wilkes Barre, PA; (717) 822-1900,



Copyright © 1998 by Bond Communications.


HomeAsk the ExpertBrainstormStatsSite of the WeekConsumer Press Scan
Your Business On-LineCalendarMagazine & Site ArchivesStaffSite Map
Professional Jeweler EventsGuide to Electronic Services
Classified On-LineJA Certification Study Session

Home Ask the Expert Brainstorm Stats Site of the Week Consumer Press Scan Your Business On-Line Calendar Staff Site Map