A Jewelry Watch Category Is Born
Clerc's technology combines gems and steel in an ode to America
The strongest trends driving watch sales today have been combined with
a new leap in technology and innovative design for a new collection from
Clerc S.A., New York City. The trends steel, gemstones and watches
designed specifically for women come together in Clerc's Red, White
& Blue collection, three watches featuring hand-set sapphires, rubies
and diamonds in steel bezels.
Many watch brands have machine-set diamonds in steel. But larger stones
such as those in Clerc's line (32 stones measuring 2mm each in each bezel)
generally are set in gold or platinum; steel is considered too hard and
increases the danger of larger stones cracking if they're not set properly.
President Gerald Clerc and his Geneva-based manufacturer have developed
a new technique in which the gems are hand-set around the Clerc-designed
"perfect square inside a perfect circle" a shape he calls
Large Consumer Niche
"By using stainless steel, we keep the cost low, demonstrate innovation
and create a beautiful jewelry line that is also affordable to a wider group
of consumers looking for jewelry with their fine watch," Clerc says.
"I see this for women who feel traditional jewelry watches look too
classic and for those who have seen the high costs of other jewelry watches."
But quality remains paramount. The diamond model, for example, has 1.15
carats of F color, VVS stones.
Clerc, a fourth-generation jeweler, opened the second office of his watch
company last year (Professional Jeweler,September 1998, p. 74).
The new watches are designed for the U.S. and have a theme as American in
spirit as it is in color. The watches also boast Clerc's hand-finished automatic
movements and see-through sapphire backs. And they're sold with colorful
crocodile straps. Clerc SA, New York City; (212) 605-0163.
Clerc's Red, White and Blue jewelry watch line features
hand-set colored gemstones and diamonds in steel. The Blue and Red models
contain 30 sapphires or rubies measuring 2mm each and two diamonds. In White,
the diamonds total 1.15 carats. Suggested retail, $5,500 for White, $6,500
for Blue, $7,500 for Red.
by Michael Thompson
Copyright © 1999 by Bond Communications.