PROMOTION
was founded in 1837 by Swiss watchmaker Raphael Picard in the country’s historic “watch valley” town of La Chaux-de-Fonds. Though the venerable brand as we know it today was reborn in sunny Florida in 1991, when a team led by CEO Eyal Lalo resuscitated the Invicta name and, in the process, reinvented what it means to be an American-designed watchmaking company. “Following the re-establishment of the brand, we turned our focus to mastering case complications,” says Lalo of Invicta’s rebirth. In fact, few manufacturers put as much energy and resources into case design and construction. Invicta’s first hit after Lalo took the helm was the Ocean Ghost—a big, sexy, professional-grade diving watch. “Original concept and execution in design [became] an intrinsic aspect to the evolution of Invicta,” Lalo explains. It’s also a constant source of inspiration for the company. For example, major advances in material technologies led to such iconic timepieces as the TransAtlantic. Launched in 2004, it features two dials powered by individual Swiss movements that track the time in two locations. Another noteworthy model is the supersized 53mm Bolt Zeus Tria Reserve, which offers a modified retrograde caliber covering three time zones. Lalo aims for Invicta to become the ultimate watch for everyday use. And a big part of his company’s success is its broad range, offering something for almost everyone. Indeed, the brand has grown to now encompass over 30 diverse collections. As for the future, watch enthusiasts and casual collectors alike can agree that the new, limited-edition Subaqua/NOMA VI, with an advanced crown and technology that allows it to withstand water depths of up to 500 meters, is another bold beauty. Lalo hopes to bring the same excitement to TechnoMarine, the Geneva-based luxury label that Invicta acquired last spring. Both companies have a deep-seated passion for intelligent and stylish design, and he sees a natural kinship between them. Still, he also wants to preserve the spirit of independence in the partnership. Says Lalo, “It’s our intention to remain committed to preserving the original vision that made TechnoMarine the revolutionary brand it is today.”
Clockwise from top left: Transatlantic; Subaqua Noma VI and Bolt Zeus Tria, all price upon request, INVICTA, invictastores.com.