Swiss Made Magazine Deluxe - Summer 2009

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The luxury lifestyle magazine devoted to Swiss Made excellence


Ticino Escape Cindy Crawford Bohemian Solstice Fine Diving Watches CHF 10 / USD 9 / EUR 7

Summer 2009

sm editorial

Dear Reader, Welcome to another beautiful edition of Swiss Made magazine. Although we all must endure this challenging economy, we should recognize this as an opportunity to change, to be more creative, more determined, more resourceful. If we see this as a time to reexamine the lives we’ve been living, we will emerge with a greater determination to embrace each precious moment, and pursue our dreams with passion. Summer brings all things colorful, bright, and full of exploration and adventure. In this issue, we take you on our own adventure, stopping in on a few events, studying some art, jetting you across the waters in a Pershing 115, exploring the historical Italian alps of southern Switzerland, and ultimately, flying you to the moon. We take you on this journey while sharing the wonderful luxuries of time.

“In the depths of winter I finally learned there was in me an invincible summer.”

In addition to adventure, we present you with the beauty and leisure of summer. Solstice has just arrived, with longer days to breathe, relax, and bask in the sun. It’s a time to embrace the warmth of family and friends, to kick off your shoes and breathe the salty air of the sea. It’s an opportunity to watch the sun melt into the night and dream of a brighter tomorrow. So whether you choose adventure or leisure, we hope this issue inspires you to never stop dreaming. Dive in or shoot for the moon…the choice is yours.

Massimiliano Pantieri

- Albert Camus

Staff Editor Massimiliano Pantieri Creative Director Sherry Williams Senior Watch Editor Pascal Brandt Photography Jeremy Goldberg Graphic Designer Kanika Nagpal Lakhwani Operations Manager Mara Carboni Cover HOTEL EDEN ROC in Ascona On the shores of Lake Maggiore

Contributors Pascal Brandt Noah Joseph Sherry Williams Lori Lively April Boland Bob Ecker Yolanda Evans

Editorial office SwissMade Magazine Via Taiada 50 6517 Arbedo (TI) Switzerland

Copy Editor Susan Robinson

Exclusive distribution in luxury hotels, golf resorts, exclusive boutiques, executive lounges, private limousine services, selected newsstands, special events and exhibitions.

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Published By Bespoke Communication Sarl

All the published material has been provided by the mentioned brands. Therefore, SwissMade Magazine cannot be held responsible for copyright issues and assumes no responsibility on inaccurate information or changes in the products or prices displayed. Copyright by SwissMade Magazine. Reproduction or use of the content in whole or in part without the written permission of the editor is strictly prohibited.

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sm index

42 56


88 16



72 Swiss Made Magazine Summer 2009

34 76

Haute Horlogerie 08 Patek Philippe

Innovations 12 Tissot - Innovators by Tradition

Ambassador 16 Cindy at the Shore


Underwater 22 Diving Watches

Industry 32 Fight against counterfeit

Yatchs 34 In the Lap of Luxury

Art 42 ConcordArt


Travel 46 Ticino - La Dolce Vita

Fashion 56 Bohemian Solstice

Awards 70 Milus - Couture Design Award

Haute Joaillerie



72 Red Carpet 76 Limelight Paradise

Cars 80 Rinspeed iChange

Accessories 86 Ultra-flat sunglasses

Space 88 Space - The Final Frontier

Events 96 Top Events in Switzerland

Luxury Hotels 98 Swiss Deluxe Hotels



sm haute horlogerie

P atek P hilippe

introduces its own Seal by Pascal Brandt

Considered by many as the most prestigious high-end watch Manufacture, Patek Philippe is the first brand to set a new standard of quality for mechanical watches through its exclusive quality hallmark.

A new era begins for Patek Philippe in 2009: All of the manufacturer’s mechanical movements will be embossed with the exclusive Patek Philippe Seal. The seal is the evolution of a philosophy of quality and independence that the workshops in Geneva have been systematically pursuing since the company was founded in 1839. This year, the Patek Philippe Geneva Manufacture leaves behind the Geneva Seal, to which it had complied since 1886. This is the first time a brand has defined and established its own and exclusive quality seal. To date, the existing seals and certifications have referred to the geographic origins and locations (Geneva Seal and Fleurier Quality Seal). These two seals (or certifications) are furthermore opened to any brand complying with the required standards. In this specific case within the high-end watch industry, it appears that only Patek Philippe is able to implement this approach through its prestigious legitimacy and brand’s ultimate status. The introduction of the Patek Philippe Seal coincides with the nomination of Thierry Stern to manage the company at the end of 2009. He is the fourth generation representative of the Stern family. For more than a century, the criteria of the Geneva Seal were observed in the development and completion of Patek Philippe’s mechanical movements. But the manufacturer never stopped its quest for improvements in performance of its timepieces. Patek Philippe is a “complete” manufacturer that not only sustains a unique level of vertical integration in movements but also produces its watch cases and other key exterior elements in-house. Thus, the quality specifications at Patek Philippe relate not merely to the movements but to the entire finished watch.

Swiss Made Magazine Summer 2009

“The Patek Philippe Seal manifests the dedication to perfection that has always set the manufacture apart from others.�

Patek Philippe


Today, the company ranks among the last “complete” independant manufactures. It can forge its own future without having to heed overriding interests.

A global mark of excellence The Patek Philippe Seal announced by the Geneva workshops is the watch industry’s most exclusive and stringent hallmark of quality. The rules apply to all of the manufacturer’s movements regardless of their complexity. It not only applies to the movements but also encompasses cases, dials, hands, pushers, spring bars for straps, etc., as well as the aesthetic and functional aspects of the finished watches. The stability of the rate of Patek Philippe timepieces is checked in several phases during manufacturing, initially with uncased movements, later with finished watches. Another important aspect: In compliance with the in-house accuracy criteria, the final rate tests are performed with fully assembled watches as opposed to conventional tests with uncased movements. A to Z quality label The Patek Philippe Seal defines the quality specifications from the initial production steps all the way to delivery, and it is also the industry’s first promise of lifetime service. To bring out the optimum aesthetic from this function-related movement, architecture is an essential element of the art of haute horlogerie as practiced and refined by Patek Philippe. Masters of their craft lavish their talents on the movement by chamfering and mirror-polishing the edges of the bridges and plates. They adorn visible sides of the bridges with Geneva striping and apply overlapping perlage spots to their inner sides as well as to the plate. The result is movements that represent the benchmark for the entire watchmaking community in regards to their mechanical functionality, long-term reliability, rate accuracy and aesthetic appeal. This systematic quest for quality applies to all exterior elements as well, in particular to the cases. For instance, traditional cold-forming techniques are deployed to shape cases from solid metal billets in high-tonnage presses. In the end, each case is polished by hand.

Quality assurance as an integrated element of manufacturing The Patek Philippe Seal manifests the dedication to perfection that has always set the manufacturer apart from others. It not only imposes strict requirements regarding the quality of the internal and external parts of a watch but also prescribes the documentation of inspections after each manufacturing step. This can be illustrated with the example of a self-winding movement whose components are fashioned in about 1,200 steps and involve several hundred hours of inspections. Depending on their complexity, finished movements are tested for up to 30 days, and after casing, the complete watch is returned to the test bench to assess its accuracy, functional integrity and performance in kinetic simulators. This phase lasts up to 20 days. Water resistance is tested in air with overpressure as well as under water at pressures ranging from 3 to 12 bar, depending on the model. After the completed watch passes all of these tests and complies with Patek Philippe’s rate-accuracy requirement, it is visually inspected for flawlessness of appearance one last time, then vacuum-packed and readied for delivery. The Patek Philippe Seal regulations Apart from the regulations, the company created institutions to assure that the rules are obeyed without compromise: a legislative body and an executive body that operate independently from one another. The Comité du Poinçon Patek Philippe is the legislative entity. It defines the rules for the Patek Philippe Seal, continuously adjusts the regulations to accommodate relevant developments, and lays the groundwork for strategic decisions. To ensure absolute compliance with the rules of the Patek Philippe Seal, it is necessary to continuously monitor their observance in all work processes. At the same time, new provisions must immediately be integrated into the workshops. These two responsibilities lie in the hands of the Commission de Surveillance (Supervisory Authority). This independent executive entity works on a daily basis and reports to the Comité du Poinçon Patek Philippe. The president and vice president of the manufacturer act as the Garants du Poinçon Patek Philippe (guardians of the Patek Philippe Seal). Patek Philippe: one step ahead in its independence While many prestigious brands have grouped together within everlarger corporations, Patek Philippe has maintained its independence as one of the last “complete” independent manufacturers. Able to forge its own future without having to heed overriding interests, Patek Philippe has the entrepreneurial latitude to safeguard the company’s success and the exclusivity of its products in the long term. This is the tradition that inspired the Patek Philippe Seal, and it will motivate and empower the ambitious Geneva workshops en route to new achievements for generations to come.

Swiss Made Magazine Summer 2009

future. Don’t chase the


towards it.

Investors sometimes prefer to play a waiting game and only jump on the bandwagon after everyone else already has. Sustainable technologies are one area you can invest in today. And no one is more competent to help you than Bank Sarasin where we have been promoting sustainable investment for over 20 years.

Sustainable Swiss Private Banking since 1841.

sm innovations

Swiss Made Magazine Summer 2009

innovators by tradition The past century highlighted few but major steps for the entire watch industry; Tissot demonstrates that genuine innovations still can be developed By Pascal Brandt The history of contemporary watchmaking is rich with few but essential innovations for the entire industry — most of which took place a century ago. Keeping in mind the most important discoveries that allowed the industry to change significantly, first would be the transition of the pocket watch to the wristwatch, thanks to different factors. This evolution is testament to the development of the industrial processes and tools that allowed miniaturization of the movement’s components during production. This step also led to the standardization of production, a major evolution that allowed the interchangeability of components. The growth of productivity and component interchangeability made Swiss watchmakers the world leaders of the industry.

Innovators by Tradition


1930 The first antimagnetic watch

1953 The Rock Watch

From Automatic to Waterproof Watches Parallel to this evolution, the first automatic wristwatch equipped with a rotor appeared in 1926 as Rolex introduced its famous Oyster model. This watch, displaying a screwed crown, was the first to be fully dust- and waterproof. On Sept. 21, 1926, the Swiss Intellectual Property Office patented this innovation. The following year, young Mercedes Gleitze swam across the channel between France and Great Britain with an Oyster on her wrist. The watch demonstrated its qualities during this demonstration, and Rolex used this challenge to assess brand awareness.

Several innovations were developed during the following years but without the strong impact the previous one had on the industry. Then the Swatch appeared in the early ’80s. This innovation can be seen as an in-depth revolution within the watch landscape through its specific parameters such as materials (plastic), production concept (a one-piece case called a monobloc, which is directly linked to the movement), and production (full automization). This huge step allowed an electronic watch for about 50 Swiss francs, a purchase price so reasonable that the Swatch was known as the disposable watch! But this innovation had been inspired in part by a previous development that had been forgotten: the Sytal/Astrolon.

1971 IDEA 2001 (Astrolon), the first plastic watch

1985 Rock Watch, the first watch made of stone

1986 Two-Times, analog and digital watch

2000 T-Touch, the touch-screen watch Swiss Made Magazine Summer 2009

A Decisive Step In the early ’70s, Tissot launched a genuinely new product: the Astrolon model. This watch was highly distinctive as it was dressed in a plastic case protecting a classic and traditional mechanical movement that also used plastic for some of its components: the Sytal caliber. The only metallic parts were in the heart of the movement (spring, balance wheel, etc). The Tissot Astrolon could have been at that time a real and strong commercial success in the target market due to its low price and innovative identity. But its launch in 1971 faced the powerful stream of the electronic wristwatch (mainly Japanese) onto the market and a Swiss watch industry that had not commercially anticipated this trend and new technology. Let’s say that this competitor touched off the commercial development of this innovative product even if there had been several attempts to re-launch the Tissot Astrolon. As we can see, the book had been closed until the birth of the Swatch, a one-of-a-kind success within the watch business. Forty years have passed since Tissot developed the Sytal movement, and the good ideas remain. This year at the Basel Fair, Tissot introduced the direct heir of the historical plastic movement that equipped the Astrolon: the ETA C01.211. This interesting automatic movement in terms of concept and technology has been developed following straight guidelines as defined by Tissot for a simplified and massive production. Its components amount to a total of 184 pieces, a very low number for an automatic. Furthermore, the caliber is built with synthetic materials for the platine as well as for the escapement so that this strategic component is light and delivers anti-magnetic high performances while its lubrication needs is close to zero. This brand-new automatic movement allows Tissot to jump onto the market with a strongly competitive automatic steel chronograph, the Tissot Couturier.

This example highlights the historic innovative spirit of Tissot. The company’s timepieces have pioneered new shapes and materials to keep the brand ahead of its time. In 1916, the Prince “Banana” watches incorporated a curved case and Art Deco styling to the delight of European and Russian customers. A unique approach to materials led to the production of the iconic Tissot Rock Watch in 1985, made of stone from the Swiss Alps. The inspiration of nature showed its face again in 1988 in the form of the Tissot Wood Watch to celebrate the 700th anniversary of the Swiss Confederation. In 1991, Tissot used ceramic in its Tissot Ceraten timepiece, and 1998 saw the use of high-tech titanium in a model aimed at younger wearers, the Tissot Titanium 7. The Tissot brand’s relentless commitment to innovation always has been more than skin-deep, with technological advancements playing a key role. In the 1930s, Tissot introduced an anti-magnetic watch to resist the modern influences of telephones and electrical equipment. In 1953, the Tissot Navigator mastered timekeeping in 24 time zones around the world. And in 1986, the Tissot Two Timer revolutionized watchmaking, containing both analog and digital displays, with the movement and the pace in one piece.

Tactile Technology In 1999, Tissot introduced a breakthrough tactile technology, giving birth to the Tissot Touch Collection. The dynamic watches in the collection integrate a touch screen crystal, which is the interactive “cockpit” of the timepieces’ diverse functionality. The Tissot Touch has continually strengthened its technological leadership by bringing this development to a wide range of contemporary designs. A light touch of the innovative tactile crystal on any of the Tissot Touch timepieces — Tissot T-Touch, Tissot T-Touch Expert, Tissot Touch Navigator, and Tissot Touch Silen-T — enables access to a variety of useful functions, ranging from a chronograph to an altimeter. Tissot takes its tactile technology to new limits in 2009 with the introduction of the Tissot SEA-Touch, a highperformance watch for divers with water resistance to 200 meters. These few examples demonstrate the spirit of a brand that continues to forge new paths with the use of unusual materials and advanced technologies. One has to remember these facts when any brand is claiming today that it is the “first to ...” !

Innovators by Tradition


Cindy on the Shore

sm ambassador

Photography by Bryan Adams

Gown by Azzaro. Solitaire Griffes Omega in 18ct white gold Swiss Made Magazine Summer 2009

Cindy on the Shore


Cindy wears a Jay Godfrey dress, Biba sunglasses. Her earrings are Omega Aqua Wave in 18ct white, yellow and red gold.



Gown by Lisa Ho. Cindy’s watch is an Omega Constellation Double Eagle Co-Axial Chronograph Ladies.

Cindy Crawford is known to the world as one of the original supermodels who defined that pivotal moment when fashion models became stars in their own right. Crawford used her fame as a springboard to launch a career that has spanned over two decades and resulted in an exceedingly successful and trusted brand representing beauty, fashion, fitness and home. The DeKalb, Illinois native’s staying power in a notoriously fickle industry can be credited to her consummate professionalism, keen business savvy and dedicated approach to every endeavor. These attributes, combined with her timeless beauty, earned her long-term, global contracts with the likes of Revlon, Omega and Pepsi.

Crawford was discovered by a local photographer while a student at DeKalb High School. At age 17, she was a finalist in Elite Model Management’s Look of the Year Competition and still went on to graduate as valedictorian of her class. She studied chemical engineering as a scholarship student at Northwestern University before the building momentum of her modeling career took her to New York. Since then her all-American face with the iconic beauty mark has graced over 1,000 magazine covers worldwide, like Vogue, Bazaar, Cosmopolitan and Allure.

Cindy on the Shore


Cindy wears a Jenny Packham gown. Her watch is an Omega Constellation Quadra Chronograph

Childhood Ambition: She walked the runway for everyone, from Karl Lagerfeld for Chanel to Ralph Lauren and Dolce Gabbana and was featured in countless ad campaigns for virtually every top fashion designer, including Versace and Calvin Klein. She was one of the first fashion models to pose for Playboy at the height of her career and collaborated with her friend, the late Herb Ritts, to shoot the photos. She lives in Malibu with her husband Rande Gerber and their children, Presley and Kaia.

Swiss Made Magazine Summer 2009

A teacher, then the first woman president, then a nuclear physicist, though I wasn’t even sure what a nuclear physicist did. I just knew I wanted to do something different. “When I was a young girl in Illinois, I never could have even dreamed about a life like mine. I would like to acknowledge and thank God for the incredibly good fortune I’ve had. I am blessed with a wonderful, healthy family and a career that has given me the opportunity to experience so many incredible things as well as opened the door to countless opportunities – past, present and future.”

“I’ve been an ambassador for Omega Watches for over 10 years. During that time, I’ve travelled the world on their behalf – to places such as Japan, China, Panama, Italy, Spain, New Zealand, and India. I helped redesign the Constellation My Choice watch as part of their relaunch.”

Cindy wears a Calvin Klein white tank, Denim of Virtue jeans, Biby sunglasses, La Scala hat. Her watch is an Omega Seamaster Planet Ocean.

Cindy on the Shore


sm underwater

Thanks to its robustness and dependability, the diver’s watch remains the sports watch of choice to this day and doubles as a reliable reserve as the indispensable underwater back up system, even if the dive computer now relieves the underwater sportsman of most of the necessary calculations. A number of watch brands, since the fifties, have been developing watches specifically for diving. Objects truly dedicated to their final use (such as Rolex, the forerunner in this field), the diver’s watch has evolved along with the advancements in technology and market expectations. Waterproofness is now guaranteed at least to 30 meters, often more. The specificity of the watch was diluted, and has gradually transformed over time to move away from pure instrument to become a creative blend of trends’ attributes with submarine constraints. Admittedly, there are still a number of developments very specific to diving watches, sometimes extremes as waterproof of up to 1000 meters!

Swiss Made Magazine Summer 2009

Every watch can go under water today. Facing this fact, some have decided to enrich their timepieces with sophisticated mechanisms. Why then not walk on coral reefs with a tourbillon on your wrist? What follows is a selection of diving watches, from the very professional to the more enjoyable, which you can take on your quest to the deep blue...

Dive In By Massimiliano Pantieri

Often the setting of myths and legends, the oceans have sparked imagination since the beginning of time. They kindle in man an irrepressible desire for adventure, challenge and ever greater achievement, a drive throughout the ages to seek new heights and explore the deep.

Protecting the planet First introduced in 1967 under the name Aquatimer, IWC Schaffhausen has extensively revised, both technically and aesthetically, its family of diver’s watches. This step coincides with a new partnership in support of environmental and marine conservation, which IWC has entered into with the Charles Darwin Foundation in Galapagos to mark the Darwin bicentennial year in 2009. One of the new Aquatimer models, the Aquatimer Chronograph Edition Galapagos Islands, is dedicated specifically to this commitment. This new environmental commitment by IWC will start in the Darwin anniversary year – 2009 in which the scientific world will celebrate the bicentenary of the birth of the great British biologist and behavioural scientist, Charles Darwin.He made his fundamental observations on the origin of species mainly on Galapagos, the unique archipelago in the Pacific Ocean, which was never in contact with the mainland at any time in the history of evolution. Specific animal and plant species not to be found anywhere else on earth evolved here through natural selection as a result of the differences in living conditions – even from one island to the next. Dive In


This is also true of the marine life. Yet this “laboratory of evolution” is massively endangered by settlement, by illegal fishing and by the introduction of animals that are destroying the basis of existence of the indigenous species. The non-profit Charles Darwin Foundation (CDF) has more than 100 interns actively engaged in the conservation of this UNESCO World Heritage Site, which is on the “Red List”. IWC not only backs this cause in non-material ways, but also through a considerable financial contribution to support the CDF in this worthy endeavour. Divers not only immerse themselves in a fascinating foreign element, but also place themselves in the hands of technology. Dive depth, dive duration, rate of ascent and descent, decompression stops – everything must be exactly right to ensure that a breathtakingly beautiful adventure does not turn into a nightmare. Fortunately, there are now computers to relieve the diver of most of the calculations. Yet divers, like parachutists, encounter a similar situation: If one could be quite certain that the system would always function under all circumstances, there would be no need for a reserve parachute. As far as diving is concerned, this is where the built-in safeguard of the IWC Aquatimer Deep Two takes over, the second diver’s watch from IWC with a mechanical depth gauge and a maximum dive depth indicator. It offers a complete backup system if the electronics of the dive computer were ever to fail. Swiss Made Magazine Summer 2009

JAEGER LeCOULTRE Master Compressor Diving Pro Geographic Navy SEALs In 2007, the Master Compressor Diving Pro created a stir and a huge craze in the diving world with its mechanical depth gauge that gives the case such a characteristic shape. With this exclusive Navy SEALs version, a 300-piece limited edition in pink gold with a shotpeened ceramic bezel, watertight to 300 metres. This instrument has a membrane that is sensitive to the water pressure exerted on its metallic head. It transmits the information to a rack, which in turn transmits it to a hand. The depth can be read on a logarithmic scale, which is very detailed for the first 40 metres and is displayed on the outer dial ring. This timepiece moves to the rhythm of the dive, continually and instantaneously displaying the diver’s depth. Standing out against a black dial, the stamped numbers and hour markers are covered with a white luminescent coating, as are the skeletonised hands. The new Navy SEALs collection gives divers a choice between three additional functions, each meeting their needs in its own way: a depth gauge with world time, an alarm, or a chronograph associated with a second timezone display. All of the models have two wristbands: one in leather with a vintage design, in titanium, in rubber-moulded or articulated rubber versions; and the other in black Cordura, a super-rugged material perfectly suited to diving. The piece’s accuracy is ensured by the Jaeger-LeCoultre Calibre 979 automatic movement, which operates at 28,800 vibrations per hour and has a 48-hour power reserve. Dive In


The return of a mythical diver: The OMEGA Seamaster Ploprof 1200M In 1970 OMEGA launched a watch which had been created to withstand the crushing pressures endured by divers working deep below the ocean’s surface. It was the Seamaster 600, the socalled “Ploprof” (the first letters of plongeurs professionnels – the French words meaning “professional divers”) and it was one of the most rugged, robust and seaworthy divers’ wristwatches ever manufactured. Now OMEGA is introducing an updated version of the classic and instantly recognizable wristwatch. Equipped with a Co-Axial calibre 8500, the new Ploprof 1200M is, as its name suggests, water resistant to an astounding 1200 metres (4000 feet) and it artfully combines its ancestor’s legendary features with OMEGA’s state-of-the-industry Co-Axial technology. The Ploprof’s case cannot be mistaken for that of any other watch: the screwed-in crown is located at 9 o’clock under a protective buffer. Its unique positioning allows freer wrist movement and prevents any inadvertent manipulation. Designed for divers The time and date adjustments are made by unscrewing the crown to release the protective buffer and then pulling the crown to the appropriate position. The Co-Axial calibre 8500 makes it possible to adjust the hour hand separately to accommodate different time zones or for the changes to daylight savings and back to standard time. At the 2 o’clock position is the Ploprof’s characteristic bezelrelease security pusher with an orange anodised aluminium ring. Pressing the pusher allows the bezel to be rotated in either direction and then locked firmly in position, ensuring that it cannot be accidentally shifted during a dive. The Ploprof has an automatic helium escape valve located on the side of the case at the 4 o’clock position. This feature allows helium atoms to escape during decompression, and is particularly useful for professional divers operating from diving bells. The bracelet, with its double extension system, is fitted with OMEGA’s new diving safety clasp whose pinned links allow precise adjustments to 18 positions. It also features an extra divers’ extension to 26 mm so that the watch can be worn comfortably over a diving suit.

Dive In


ORIS ProDiver Chronograph An uncompromising action hero In cooperation with professional offshore divers Oris has developed the innovative Rotation Safety System. In the world of professional diving, where mistakes can be fatal, the Oris ProDiver Chronograph is the ultimate in safety equipment. The rotating top ring has a specially designed grip made of durable, shock resistant, vulcanised rubber. The ring must be lifted before it can be turned: offering twice the protection of a standard divers’ safety bezel. But the safety system of the Oris ProDiver doesn’t end here. The lightweight titanium case also houses a black DLC coated side safety barrier, which protects the crown and chronograph pushers, allowing them to be screwed to the case. This also ensures the water resistance of the ProDiver in depths of up to 1000m. An in-built, automatic, self-regulating helium valve is ideal for professional divers who do their job in deep-sea conditions and spend weeks at a time in a diving bell. The black and white zone counters of the chronograph displays offer the diver even more accurate dive timing. The white Superluminova of the hands and indices is ultra visible – even at massive depths where no daylight shines through.

VICTORINOX DIVE MASTER 500 Extremely rugged, the Dive Master 500 series is ready for all types of demanding use and tough conditions, including diving in the depths of the ocean. Every detail of this timepiece, from the case to the hands, has been engineered for efficiency and ease of use. The unidirectional rotating bezel allows accurate counting of the minutes, up to 60 minutes in low light conditions, thanks to the photo-luminescent material equipping hands, hour markers and the first 20-minute scale on the bezel of the PVD models. The Dive Master 500 is offered with a high-precision quartz movement or a fine mechanical self-winding mechanism. The sturdy case construction, with its high level of water and shock resistance is made of 316L steel which is particularly resistant to corrosion. On some versions, the steel case is also treated with a high-tech Black Ice PVD coating. A genuine Swiss made rubber strap is available as well as a steel bracelet with a diving extension, which can be worn on-top of any wetsuit. The bold, attractive, and solid design makes this timepiece perfect for both adventure and everyday wear.

TISSOT SEA-TOUCH a high-performance tactile watch for divers The SEA-Touch by Tissot uses patented technology to ensure that this watch for divers maintains its high performance at all levels – above and below sea level. Right down to a depth of 200 meters, wearers literally have the sophisticated functionality of this high-tech diving watch at their fingertips. As well as being able to tell the time in two time zones and indicate the depth of the current dive, this timepiece integrates a digital chronograph, thermometer, alarm, perpetual calendar date, compass and divers’ logbook, all activated by touch on the glass. SEA-Touch fulfils all of the European Norm EN13319 stipulated criteria (divers accessories) luminosity, shock resistance, anti-magnetism, band solidity and the integration of a time control device. This tactile watch provides a selection of important diving data. When the diver enters the water (minimum depth 1m40), the hands go directly to 9 o’clock. Later the minute hand displays the depth of the dive on the scale around the bezel. The hour hand reveals the speed the diver is moving at in meters per minute on the dial. Excellent visibility comes from highly luminescent material and an effective backlight.

Swiss Made Magazine Summer 2009

Sparkling Beauty


Swiss Made Magazine Summer 2009

PANERAI LUMINOR CHRONO DAYLIGHT 44MM, TITANIUM Solid yet lightweight. Traditional yet modern: these are just some of the qualities of the Luminor Chrono Daylight 44mm, Titanium, the new descendent of the legendary model – the Luminor. Developed for special military missions more than 60 years ago, it put Officine Panerai at the cutting edge of the professional underwater watch sector. From its celebrated predecessor, the modern model has inherited both the shape of the case as well as the distinctive lever bridge, which has the twin function of protecting the crown as well as guaranteeing its waterresistance by keeping it firmly pressed against the case itself. New features, however, are many: no longer just a watch indicating hours and minutes, this is a chronograph featuring date display and powered by an automatic movement which bears the C.O.S.C. chronometer certification as proof of its precision. For the first time in this line, the chronograph controlling push pieces are cylindrical instead of rectangular and rounded. The traditional steel has been replaced by titanium, a metal which combines hardness and durability with extreme lightness.

BLANCPAIN 500 Fathoms GMT The 500 Fathoms GMT model combines the time-honoured expertise and the spirit of innovation characteristic of the world’s oldest watch brand. The sporting vocation of Calibre 5215 is reinforced by a highly contemporary function in the shape of a dual time-zone display – a useful complication greatly appreciated by cosmopolitan individuals. The modern attributes and technical performances of the ultra-sporty 500 Fathoms GMT are vividly expressed by brushed titanium case measuring a generous 48 mm in diameter and water resistant to 1000 metres, as well as by the uncompromising design of its rugged dial. Placed inside the case at 10 o’clock, an automatic decompression valve guarantees the security and the reliability of the watch without requiring any special manoeuvres on the part of its owner. Large trapeze-shaped hour-markers ensure enhanced readability in all circumstances, while the oversized 6, 9 and 12 o’clock reinforce the ruggedly virile nature of the 500 Fathoms GMT. The ratcheted bezel facilitates handling, while its unidirectional rotation system avoids any inadvertent extension of diving time.

ULYSSE NARDIN Maxi Marine Diver Titanium The Maxi Marine Diver Titanium is the newest addition to the Maxi Marine Diver collection. Available in a sporty 45 mm high grade polished titanium case perfectly skin friendly, with a unidirectional rotating bezel in either 18 ct rose gold or stainless steel. The attractive wave-patterned dial supports applied luminous indexes. A black, wave-patterned rubber strap with rose gold elements or titanium elements has been created to complement the dial and the structured bezel. The exhibition case-back offers an excellent view of this spectacular movement with its ruthenium colored rotor. The officially certified self-winding movement (C.O.S.C) features a power reserve indicator and an oversized small seconds register. The model is water-resistant to 200 meters. Each case is individually numbered.

Dive In


sm industry

A campaign to fight counterfeited watches

by Pascal Brandt

The success of the Swiss watch industry often can be measured through counterfeiting. When a brand reaches a strong symbolic and emblematic status, its products suddenly are copied and sold in more or less public venues, depending on the country. The practice is out in the open on the Italian beaches during the summertime, but in Hong Kong and Singapore you might be approached on the street and eventually led into a discreet shop.

Counterfeiters increasingly target internationally renowned luxury watch brands, whose reputation, capacity for innovation and sales all suffer as a result. These brands must also invest significant amounts in the fight against illicit copies in all their forms and to protect their intellectual property. As counterfeiting continues to spread, an even more serious consequence is the generalized loss of confidence in companies that nevertheless create jobs and added value.

If counterfeited products — watches specifically — once showed a low level of global quality, times have changed. Today counterfeit watches often are crafted and produced to reach a standard of outer and inner (movement) quality close to the original products. It must be understood that counterfeiters know perfectly the watch market, know perfectly the brands and produce with skilled workers the fake watches with the same professional tools that you can find in the most prestigious Swiss manufacturing facilities! In spite of many efforts aimed at containment, counterfeiting and piracy wreak havoc on virtually every economy worldwide and continue to expand rapidly through multiple distribution channels. As for drugs and weapons, counterfeiting watches generates huge profits and is today boosted by various distribution channels. In particular, the Internet strongly contributes to this phenomenon.

At the national level, counterfeiting forces governments to invest heavily in the fight against fakes while losing out on tax revenues, and takes away employment opportunities. Finally, the phenomenal amounts of money generated by counterfeiting go on to benefit the criminal organizations and terrorist groups that reign over this illicit trade, where child labor is commonplace and health and safety standards are openly flouted. Faced with a scourge that undermines companies and countries alike, the Federation of the Swiss Watch Industry has joined forces with the Fondation de la Haute Horlogerie to launch a vast information campaign aimed at the general public. Named “Fake Watches are for Fake People,” the campaign is featured in the international media that are supporting this initiative.

Calculations based on customs seizures show that counterfeits and piracy worldwide amount to $200 billion to $360 billion a year, or 5 percent to 7 percent of international trade. Swiss watches are no exception, as the sector is hit full on by this modern-day plague. The Federation of the Swiss Watch Industry estimates that more than 40 million fake Swiss watches are made each year (compared with exports of almost 26 million authentic Swiss watches in 2007) and that they generate net profits of about $1 billion. This illicit trade, whose main victims are the most prestigious Swiss brands, is equivalent to about 6 percent of total Swiss watch exports for 2007. In this context, it would be naïve to imagine that simply targeting the counterfeiters and their means of production can defeat counterfeiting. This wouldn’t be such a thriving industry without the individuals who buy fake watches, and who fail to realize the full extent of the damage they cause, in particular in human terms. The priority in the fight against counterfeiting must therefore be to speak directly to these potential customers and have them understand that what they believe is a harmless purchase has serious consequences on companies and nations. Legislative weapons and international measures lack the impact to defeat this global problem; hence the customers themselves must realize that wearing a fake luxury watch is empty of meaning.

Swiss Made Magazine Summer 2009

If we must admit that this campaign is compulsory for the industry parallel to the huge efforts made by a few brands and especially Rolex — which is probably the most counterfeited brand and has invested in past years big amounts of money to defend its products — the fact is that one cannot nurture illusions regarding the real impact of the campaign on the public. The message and concept delivered by the advertising visual is not strong while the target knows generally the matter. If we have doubts about the efficiency of this campaign, let’s admit that its authors have to show that they struggle and defend the political interest of the watch industry. Can they do it any other way? No, as the counterfeiters are generally based in Asia and often linked to the highest authorities (military, among others). This means the watch industry and the victims of counterfeit products know already that the sun will continue to shine for fakes. Of the publicized seizures of counterfeited watches, you hear of shipments reaching European ports such as those in Italy or the Netherlands. In contrast, have you ever heard of any arrest or factory closing in the Shenzhen area of China?


Be authentic. Buy real. International awareness campaign against counterfeiting.

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In the lap of

Luxury By Noah Joseph

Swiss Made Magazine Summer 2009

Parmigiani Fleurier partners with the world’s finest to combine traditional craftsmanship with modern innovation “They don’t make ‘em like they used to.” Sure, it’s a catchy catch phrase. And like most popular sayings, there’s an element of truth to it. But as much as we value traditional craftsmanship here at SwissMade, we beg to differ. Our creed extends a little further than that...more along the lines of, “They don’t make ‘em like they used to – they make ‘em better.” But don’t take our word for it; we’ve brought along evidence. In fact, we bring you evidence with each issue of this magazine. But this spread could be the most convincing yet.

Few people on this earth are as intimately familiar with this creed as Michel Parmigiani, master horologist and founder of Parmigiani Fleurier. From the young age of 25, Parmigiani dedicated himself to restoring vintage timepieces, establishing Parmigiani Mesure et Art du Temps in the town of Fleurier, situated a stone’s throw away from his birthplace of Couvet in the serene Valde-Travers in the Swiss canton of Neuchâtel near the border with France. Some fifteen years ago, Parmigiani undertook a task which few thought could ever be completed: the restoration of the famous Breguet Pendule Sympathique clock, dismissed by all the world as beyond repair. Parmigiani repaired it. The following year, he was decorated with the prestigious Prix GAIA for his accomplishments. But as dedicated as he was to the art and science of horology, Parmigiani knew better than most that the crafts of yesteryear still had room for improvement, and so he started his own line, giving birth to Parmigiani Fleurier.

Manufactured entirely in-house in limited quantities, Parmigiani’s wristwatches have earned the highest esteem in the industry. Poets could write for eons on the intricate craftsmanship and innovation behind each painstakingly-crafted timepiece to leave the atelier in Fleurier. But that which speaks just as clearly to the firm’s excellence is the gamut of partnerships which Parmigiani has undertaken in the few years since launching his own line. In the first issue of Swiss Made Magazine we brought you the highly coveted Parmigiani Fleurier Bugatti 370, an exclusive timepiece designed by Parmigiani especially for the most revered of automakers responsible for the record-breaking Veyron 16.4 supercar. An exemplary feat of engineering capable of unfathomable levels of performance, the driving force behind the revived Bugatti marque was well aware that no ordinary wristwatch would be up to the task of accompanying its most epic automobile. And so it turned to Parmigiani, who crafted a unique timepiece whose exceptional manually-wound movement was positioned sideways to offer the motorist an unobstructed view of its face while gripping the wheel – an essential feature when driving at speeds as high as 400 km/h. The watch continues to be released in extremely small quantities to owners of the exclusive grand touring sportscar, and was so highly regarded in its field that, upon its debut, it won the Watch of the Year award from the press in Japan, a nation certainly well versed in tempering tradition with modern innovation. Superlative performance aside, what sets Bugatti apart from a field of exotic automobiles that grows as rapidly as the Veyron picks up speed is the marque’s bond with old-world craftsmanship, a kindred spirit which it found in Michel Parmigiani. During the pre-war period, the original firm founded and directed by the legendary Ettore Bugatti racked up innumerable victories on the grand prix circuit and conveyed the most esteemed motor coaches to the world’s elite. Sharing the same sense of historical context which drives Parmigiani Fleurier, Bugatti’s contemporary feats of engineering are only augmented by the heritage into which the marque has tapped from its rejuvenated factory in the nearby Alsacian city of Molsheim, only 150 miles away from Parmigiani’s atelier in Fleurier.

Swiss Made Magazine Summer 2009

In the Lap of Luxury


As deep as the bonds run between the timelessness of Parmigiani Fleuerier and that of Bugatti Automobiles, however, the watchmaker’s most recent partnership with the Pershing shipyard arguably runs even deeper. The founder of the Italian boatbuilder, Tilli Antonelli, started out building classically-inspired wooden laminate runabouts – a time-honored and skilled craft which we look forward to exploring in more depth in future issues of SwissMade – under the banner of Cantieri Navali dell’Adriatico (Adriatic Naval Shipyards). Not unlike Michel Parmigiani, Antonelli had to master the old-world craft before pioneering new innovations in his field, establishing Pershing twenty-five years ago in the eastern Italian seaside town of Mondolfo. It didn’t take long for Pershing to make a name for itself, blending the aggressive performance of speedboats with the luxurious amenities of a modern motor yacht. Pershing’s first launch in 1985 was a 45-foot open-deck express motor yacht that established the shipyard’s reputation in the industry. Two and a half decades later, Pershing offers vessels up to 115’ in length, or over two and a half times the size of its original design and the entrylevel motor yacht which anchors the company’s range at its base. Along the way, Pershing established itself as an innovator in the field of shipbuilding. In 1992, the company launched the Pershing 70’, which earned its place in naval history as the first vessel to offer turbine propulsion direct from the shipyard. Pershing continues to build turbinepowered vessels, offering unparalleled performance delivered by a power source now widely implemented across the industry. The latest evolution of Pershing’s advanced naval architecture and yacht-craft, the flagship 115’ comes fitted with an innovative Combined Diesel and Gas (CODAG) turbine, paired with a set of 3700-horsepower MTU turbodiesels driving through hydrojets to propel the giant speedboat up to 52 knots, the nautical equivalent of 96 kilometers per hour...unfathomable for a vessel of such proportions, and perfect for rapid cruises along the Mediterranean coast or island-hopping in the Caribbean or South Pacific at unparalleled speeds tempered with uncompromising style and luxury.

Swiss Made Magazine Summer 2009

PA I N T I N G BY K E N M A R S C H A L L © 1 9 9 2









2 Time zones

More than a watch Tissot, Innovators by Tradition.

316L stainless steel, Scratchproof tactile sapphire crystal, Swiss ETA movement, Water resistant to 200m/660ft

Much as Bugatti discovered, Pershing could not very well brand its name on any wristwatch on the market – it would need a timepiece presenting equal levels of prestige, craftsmanship and innovation as the motor yachts the wrists of whose select fortunate owners these watches would adorn. Parmigiani answered the call last year with a unique line of creations for Pershing, taking his cues from its flagship in offering the Pershing Acquatic one-one-five in limited quantities. The more readily available zero-zero-five and zero-zero-two chronographs followed, combining nautical design touches with Parmigiani’s custom Calibre PF 334 automatic movement. Exquisitely crafted as they are, however, they pale by comparison to the ultimate timekeeping creation which Parmigiani has crafted for the Italian yacht-builder: the Pershing Tourbillon 30 Second Ajouré. Encompassing the most complicated of complications, the Parmigiani PF 511 tourbillon movement rotates inside its frame at one revolution every thirty seconds – twice as fast as a conventional tourbillon – while displaying a dazzlingly intricate mechanism in full view. Only thirty examples will be made in palladium, another ten in 18-karat rose gold with black accents, and an additional ten examples in palladium with a diamond-encrusted bezel. Build ‘em like they used to? They know just what that entails at Parmigiani Fleurier, much as they do at Bugatti and at Pershing. But today they build ‘em better. One look at a machine as advanced as a Bugatti automobile, Pershing motor yacht or Parmigiani timepiece is all the convincing you should need. Mankind and its innovators will continue to stand on the shoulders of the giants who came before, and when the next masterpiece of human ingenuity leaps from our fantasies into reality, we have a feeling Parmigiani will be on board.

In the Lap of Luxury


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Recognizing the intimate link between product design, mechanical watchmaking culture and graphic art, l’enfant terrible of the Swiss watchmaking new generation and Concord CEO Vincent Perriard introduces Concord’s official fine art collection for mechanical watch and interior design enthusiasts. At the forefront of innovation in watch design, Concord now offers the possibility to decorate living and working spaces with artworks that communicate the message and design of its products through the language of art: product art. SM: What is the relation between mechanical watches and graphic art? Vincent Perriard: All forms of art are intimately related — only the medium or the application differs. They all share creativity, imagination and vision. We believe that what really links graphic product art and mechanical watchmaking is that such daring creativity is applied to a product. A physical object with a purpose, design and a message of its own. Graphic art sublimates this message. Concord artworks are contemporary fine art giclée prints, reproduced on museumquality media. The collection is based on the Concord product lines and features four collections: C1 Art, C1 Jewellery Art, CLab Art and Concord Art. Each collection highlights the corresponding products through a variety of artistic styles. Through the dedicated website, art and interior design enthusiasts can purchase a particular artwork online by choosing from three media of reproduction: canvas, art paper and Plexiglas. They can also choose the size of their artwork so it will perfectly fit their environment. Each artwork is tailored to the individual wish.

Swiss Made Magazine Summer 2009

City of Time New York

City of Time Hong Kong

by Serena Zanello

by Serena Zanello

Concord Art


SM: What does ConcordArt represent for Concord and how does it situate itself within the Concord communication strategy? Vincent Perriard: ConcordArt for us is an expression of passion for our product. An additional and different way to make it accessible to Concord enthusiasts and mechanical watch fans. The emotion our artworks generate for passionates are close to the ones our products convey and, therefore, ConcordArt is an integral part of the way in which our brand communicates and enters the lives of our customers and fans. Concord artworks are realized in open, limited or unique editions. All artworks are accompanied by a watermarked certificate of authenticity — with a holographic seal both on the certificate and the artwork — guaranteeing their originality and collector value. The collection is developed regularly through new artists, subjects and styles. The artists who have created the first Concord Official Art Collection are Ottavio Di Chio, Chiara Gasparetto, Luca Imerito, Francesco “Matt” Mattina, Serena Zanello and Emanuele Zaniboni. Concord Official Fine Art is an innovative art venture between Concord and Cultwork. Cultwork is a Swiss leading online art-ondemand boutique operator and a unique worldwide graphic artists network that creates and produces artworks exclusively dedicated to aficionados of legendary products, in collaboration with iconic brands. Swiss Made! All Concord official artworks are printed and crafted in Switzerland.

Top: Seconds by Serena Zanello Left: Diamonds 8 by Chiara Gasparetto

Swiss Made Magazine Summer 2009

Nela Kรถnig for Carl F. Bucherer

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La Dolce Vita By Massimiliano Pantieri

Ticino, Switzerland’s southernmost Canton, is a land of many contrasts: in its environment, its history, its art and its culture. In a radius of just a few kilometres in fact, it offers the mild climate of lakeside towns with palm trees, mountains that reach up to over 3000 metres and even glaciers. Historical architecture co-exists in perfect harmony with more avant-garde buildings. Internationally important events alternate all year round with parties in squares, markets and food and wine exhibitions. In thiscorner of Switzerland where gastronomy ranges from traditional cuisine to the most refined and sophisticated of cooking, Italian vitality - La Dolce Vita - is the perfect partner for the proverbial Swiss efficiency. Swiss Made Magazine Summer 2009


Swiss Made Magazine Summer 2009

The Ticino Experience Ticino is a Swiss Canton with an unusual personality. It is, in fact, the only canton situated entirely south of the Alps. It is also the only canton where Italian is the only official language. The variety and quality of the accommodation on offer, the range of products and the quality of its services make Ticino a first-class tourist region. In this land of extraordinary and fascinating natural contrasts, along the 100 km separating the St. Gotthard Pass from the region of Mendrisio, you can admire and let yourself be enchanted by the entire range of European landscapes: dazzling glaciers, wild alpine valleys, green hills where olives and grapevines grow and the rich subtropical vegetation of the lakeside botanical parks. The history, culture, language and dialects of Ticino are intertwined with those of the nearby Italian border regions. The climate is particularly mild and the landscapes of the alpine foothills and the lakes are characterised by the bright variety of colours. The vegetation, especially in the regions of Lake Maggiore and the Lake of Lugano, is typically Mediterranean. The regions of the lakes, the hills framing them and the villages overlooking them are characterised by the presence of many aristocratic baroque and neoclassic residences and ancient hamlets with a style typical of Lombardy.

For several years, Ticino has also laid claim to a prestigious first: it is actually one of the few places in the world where, over such a small area, there are not one but two sites mentioned in UNESCO’s World Heritage list: the castles of Bellinzona, included on the list in the year 2000 among cultural sites, and Monte San Giorgio, included in 2003 among nature sites, due to its extraordinary paleontological treasures. The excellent accommodation facilities and the first-rate service always make a vacation in Ticino pleasant, offering everything that even the most demanding visitor could desire: absolute peace, walks along the 2,000 km of sign-posted pathways, extreme sports, culture, wines and gastronomy, not forgetting the shopping and business tourism. The choice is rich, or rather inexhaustible, always multi-faceted and genuine, reminding us that Ticino is “Italy made in Switzerland�.

La Dolce Vita


Photo by Remy Steinegger Swiss Made Magazine Summer 2009

Gastronomy The gastronomy of Ticino has drawn upon both Lombard and Piemontese cuisine, while also maintaining its own personality. The authenticity of the local cuisine can still be enjoyed in small trattorie, in grotti and in small restaurants typical to the region. In the early 15th century, Maestro Martino, originally from the Blenio Valley, was a chef to the Sforzas (one of Milan’s ducal dynasties). In other words, the reputation of Ticinese gastronomy goes back a long way. Ticino has always been known for its great chefs. Among their ranks is Joseph Favre (who ran the Park Hotel in Lugano towards the end of the 19th century), founder of the “Académie Culinaire de France”. Many major culinary guides also list famous names from Ticino. Yet Ticino gastronomy is first and foremost a permanent showcase for products from the local region, whether vegetables, meat or fish. These delicacies can be enjoyed not only in grand restaurants, but also in many country inns, known as “canvetti” and “grotti”. The “grotto” is a typical part of life in Ticino. They are usually

small, unobtrusive buildings, off the beaten track, with a large and shady terrace. Here you can enjoy home-cured hams and cold meats, polenta, mushrooms, rabbit or “cazzöla”, a dish based on cabbage and pork. Not to mention the delicious varieties of cheese, bread cake, or peaches in wine. Cheese, and small cheeses in particular, are possibly one of the best aspects of the cuisine of this canton. Made from pure cow’s milk, or sometimes blended with goat’s milk, the region’s cheeses may be full-fat or lower fat. Wherever you go, you will be able to try little tastes of fresh cheese with some freshly-ground pepper and a dash of olive oil. “Zincarlin”, a variation of the traditional small cheese (“formaggino”) is flavoured with finely chopped parsley, garlic and pepper. In 2008 the renowned Michelin Guide awarded a star to two new restaurants in Ticino, bringing the number of restaurants boasting this recognition to five. The restaurant ECCO at the Hotel Giardino in Ascona and the Concabella now share this honour with the Locanda Orico in Bellinzona, the Sant’Abbondio in Sorengo and the Motto del Gallo in Taverne.

La Dolce Vita


Art and architecture Art and architecture are also fully at home in Ticino. Its intense cultural tradition is still very much alive, and Ticino is home to many artists and architects who have achieved worldwide fame. Walking through towns or villages situated at the bottom of valleys, you can discover traces of a union between the old traditional culture and modern buildings (something which has only started to happen recently). This is mainly due to the great names of modern Ticinese architecture, such as Mario Botta, Luigi Snozzi and Aurelio Galfetti. Their most famous works are the old Augustine monastery of Monte Carasso, restored by Luigi Snozzi, the restoration works to the fortress of Castelgrande, by Aurelio Galfetti, and the churches of San Giovan Battista at Mogno and Santa Maria degli Angeli on Monte Tamaro, two sacred buildings designed by Mario Botta, which are undoubtedly surprising features compared to the surrounding countryside. Since 1996, Ticino’s focus on architecture has been highlighted by the Architecture Academy at Mendrisio. Attended by professionals and renowned professors, it has universal appeal, attracting students from all over the world.

Swiss Made Magazine Summer 2009

The only Swiss luxury watch with a true Latin legacy

Cuervo y Sobrinos Habana SA Via Greina, 2 CH-6900 Lugano, Switzerland - Phone: +41 91 921 27 73 Swiss Made Magazine Summer 2009

Be part of a Splendide experience.

Enjoy the elegance, discrete luxury and magic atmosphere of the Hotel Splendide Royal. In our historic palace, you will experience the tradition of hospitality and fine dining that has been valued by royal families, celebrities and famous artists from all over the world. In our restaurant, you will savor the local flavors of our contemporary Italian cuisine.

Hotel Splendide Royal Lugano - Riva Caccia 7 - 6900 Lugano - Switzerland - tel. +41 91 985 77 11 - fax +41 91 985 77 22 - e-mail: -

Hotels and accommodation With over 11 million overnight stays, Ticino is the fifth most popular tourist region in Switzerland, preceded only by Graübunden, Valais, Bernese Oberland and Central Switzerland. The Ticinese hotel industry provides a sizeable infrastructure (26,000 hotel beds, with an additional 100,000 in guest-houses and self-catering accommodation). An attentive, personalised service (from five-star hotels situated for the most part in Lugano and Ascona, to family-run pensions), meet the growing demands of visitors with varying financial means. There are also over 40 camp sites on the shores of the lakes Maggiore and Ceresio and in the valleys. Along the 2000 km of hiking routes crossing the Ticinese mountains, you can find accommodation in one of the many refuges you will find along the way. A large number of hotels also have special offers for sporting or spa holidays, or for cultural or gastronomic events. Don’t forget that Ticino has 4 “Relais et Châteaux” (2 in Lugano and 2 in Ascona), 2 “Leading Hotels of the World” and that various hotels annually receive prestigious national and international awards and prizes.

You can find additional information on Photos: Roland Gerth; Christof Sonderegger; Remy Steinegger; Ticino Turismo La Dolce Vita


sm fashion



“Bohemianism is a way of life. A state of mind. An atmosphere. It’s about living richly and irrreverantly, beyond convention. It’s about being uninhibited, unbuttoned, creative and free.” – The Bohemian Manifesto Hotel Le Petit is nestled in the residential hills of West Hollywood – just one block south of the world famous Sunset Strip - the hearth of counter culture on the West Coast and the fabled stomping grounds of artists ranging from Jim Morrison, creator of The Doors, to Jim Henson – creator of The Muppets.

Swiss Made Magazine Summer 2009

LONGINES Master Collection ladies $2,400 White bikini with gold - Vix swimwear Striped Missoni cover-up - Vitamin A


DE GRISOGONO rose gold earrings $8,350 CUERVO Y SOBRINOS Dualtime $4,700 CUERVOS Y SOBRINOS Pen $950 Multi-colored dress - Free People Button up shirt - Tommy Bahama Swiss Made Magazine Summer 2009

Bohemian Solstice


Swiss Made Magazine Summer 2009

Photographer: Jeremy Goldberg Art Director: Sherry Williams Make- Up Artist: Kauila Barber Stylist : Tina Levine Models: Ryan Biegel & Rani (Next), VIctor Ross (LA Models) and Koji (Click) Location: Hotel Le petit Hotel Beverly Hills Designer of Hotel: Ralf Knoll


Bohemian Solstice



Swiss Made Magazine Summer 2009

Icelink Bikini Collection $ 8,900 Pink retro swimsuit - Juicy Couture White sunglasses - Marc Jacobs

Bohemian Solstice


De Grisogono Slice of lemon Pendant $15,600 Navy one-piece swimsuit - Michael Kors Wedges - Kors by Michael Kors Gold sunglasses - Jee Vice Swiss Made Magazine Summer 2009

What has become known as the fashionable alternative to the Chateau Marmont and the Sunset Marquis in Los Angeles – Hotel Le Petit captures the charm of Bohemian elegance. Upon entering this urban oasis, you will find that our attention to detail leaves none of your five senses neglected. Even the walls of this chic hotel are adorned with a word class art collection that will satiate the appetite of any connisseur. The Private Rooftop Club possesses a stunning 360 degree view of Los Angeles. With its native gardens, saltwater pool, indoor and outdoor lounges, and the dazzling Butterfly Bar, Le Petit’s Rooftop is a spectacular spot to throw a gala or sit quietly reading a book. This magical space is reminiscent of a salon offering personal comfort and the intimacy of a graceful home. Bohemian Solstice



Swiss Made Magazine Summer 2009

Bohemian Solstice


Swiss Made Magazine Summer 2009

MILUS TIRION TriRetrograde Titanium $ 13,500 MILUS Zetios Chrono Joaillerie $10,800 DE GRISOGONO swirl sapphire ring $5,600 ICELINK Bikini Watch collection $ 8,900 DE GRISOGONO rose gold earrings $8,350 White “fuzzy” dress - Haute Hippie White top with studs - Haute Hippie Linen shirt and shorts - Tommy Bahama

Bohemian Solstice


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Couture Design Awards The Couture Design Awards are an institution in and of themselves. For more than 11 years, they have represented the most prestigious and coveted prize for individual designers and brands. Previous winners have become bellwethers for the watch and jewellery industry and have gone on to establish trends. The 2009 submissions epitomize the unparalleled quality and genius in designs only found at Couture - a true representation of innovation and inherent talent from the most creative minds in timepieces and jewellery items. The Tirion TriRetrograde Seconds Skeleton 1919, is a limited edition of 38 pieces worldwide, recently launched at BaselWorld 2009. It was in the year 1919 in Bienne, Switzerland when Paul William Junod, a watchmaker trained and experienced in the art and tradition of his craft, set about realizing his dream. He envisaged creating a solid yet elegant watch, a valuable accessory everyone would be eager to own. Ninety years later, the Milus brand stands for exquisite Swiss watches reflecting the pioneering spirit and ideals of its founder. The TIRION TriRetrograde Seconds Skeleton 1919 limited edition is a tribute to the Milus design tradition and a homage to the passing of time. The name of the Tirion is derived from the constellation of Orion, one of the most easily recognizable and brightest in the heaven. The Tirion TriRetrograde Seconds Skeleton 1919 is an exquisite 18K red gold 6N version, the gold tone used at the beginning of the last century. The exact rhythm of the retrograde seconds function.

Swiss Made Magazine Summer 2009

The Milus Tirion TriRetrograde Seconds Skeleton 1919 Limited Edition won the first price in the category of “Best of Timepieces� at the Couture Design Awards in Las Vegas on May 30th, 2009.

sm haute joaillerie

The Red Carpet By Sherry Williams

Because an anniversary deserves to be celebrated each year in due style, Caroline Gruosi- Scheufele has decided to present yet another splendid gift to this legendary festival and its stars.

Swiss Made Magazine Summer 2009

Chopard has reinvented the Red Carpet Collection. For the 62nd edition of the world’s most glamorous movie event the Genevabased watch & jewellery firm has repeated the feat achieved in 2007 by creating a special collection of Haute Joaillerie. This collection was inspired by the stars of La Croisette and designed to exalt their beauty during the legendary “climbing the steps” ceremony. Red Carpet Collection Adorning the world’s greatest actresses as they glide up the steps, these daring and poetic jewels shimmer and glow with unequalled radiance on the red carpet of the Palais des Festivals. In 2008, the sparkling Penelope Cruz and the majestic Cate Blanchett, to name but a few, lent their grace and beauty to these stunning surroundings. Pieces from this Red Carpet Collection includes stones of exceptional cut and quality such as diamonds, sapphires, rubies and emeralds. Also featured are unexpected gems and materials designed to suit the most varied of tastes. Furthermore pearls, quartz, tsavorites, chalcedony,amethysts and tourmalines present a rainbow of colours glittering in the flash of the photographers bulbs.

Nonetheless, the finesse and the originality of the stones are not the only assets in play here. The magic of the Red Carpet Collection also stems from the boundless creativity of Chopard’s Co-president combined with the talent of the finest designers & the meticulous craftsmanship of the most skilled artisans. In the expert hands of the greatest jewellers, lapidaries, rhodium-plating experts and gem-setters, the magic begins to work as colours and materials meet and mingle, while stones are gradually transformed into timeless treasures. Therefore through hundreds of hours of patient workmanship, Caroline Gruosi-Scheufele’s dreams come true in the shape of extraordinary jewellery creations.

Red Carpet


Attuned to the stars Inspired by the infinitely varied nature of the stars themselves, the creations in the Red Carpet Collection reflect a broad range of tastes and expectations. For 11 years, Caroline Gruosi-Scheufele has been treading the red carpet in Cannes and is well aware of the frenzy surrounding the famous “climbing the steps” ritual and similarly the tremendous media impact of pictures snapped on this occasion. Having established great relationships with many of these glamorous luminaries,she knows exactly how important this moment is to them and becomes familiar with the type of jewellery they dream of. That is why she has created very unique pieces to reflect the star’s personality and to accentuate their beauty. Among the flagship pieces of the 2009 collection are, a necklace adorned with an exceptional 130-carat radiant-cut yellow diamond, a watch with a heavenly springtime setting in a bracelet of delicate flowers made of diamonds and blue pastel sapphires and finally a dazzling necklace of pearls and diamonds with pendants shaped like fine droplets of water that seem to glide across the skin. Another highlight is a spray of rosebuds combining rubies, pink sapphires, tsavorites and diamonds which caress the neck sensually before coming to rest, gently nestled in the décolleté… daring and spectacular! As for the 58 other pieces, they will be unveiled on the Festival’s red carpet.

Swiss Made Magazine Summer 2009

Well accustomed to red carpets and a proven friend of stars, Caroline Gruosi-Scheufele shares her thoughts on this glittering world: “My professional life enables me to take part in some extraordinary events and to meet wonderful women: movie stars, artists, designers, business women… My creativity is nurtured by all these talents around me and the fantastic personalities I am privileged to encounter. When I return to the calm, tranquil setting of our workshops, I draw inspiration from these experiences to create new jewels. This year, the collection is a subtle combination of exceptional stones and the vast know-how of our artisans, jewellers and gem-setters. I look forward to seeing these creations come to life on the red carpet.”

The CFB A1000 automatic caliber with peripheral rotor. Leaves conventional movements behind.

The CFB A1000 caliber, developed and produced by Carl F. Bucherer, writes watchmaking history. Innovative use of traditional watchmaking expertise transforms this unique micro-mechanical device into the movement of the future. The ingenious self-winding system with its peripheral rotor provides an unimpeded view of the detail inside. This is craftsmanship at its finest, expressed through state-of-the-art technology and, in the Patravi EvoTec DayDate, set off to its best advantage. Its unmistakable design, with the large date and day-of-the-week display, places it firmly in the Carl F. Bucherer tradition of only making watches as unique as the people who wear them. Red Carpet

sm haute joaillerie


Whether warm seas, luxuriant tropical flowers or the refined world of yachting, the themes evoked by these creations confirm Piaget’s extraordinarily audacious creative liberty. A freedom that can only be fully expressed through the expertise of the master jewellery and watchmakers, whose talent has once again given rise to a collection endowed with an exquisitely extravagant personality.

Swiss Made Magazine Summer 2009

A fascinating immersion into a shimmering lagoon… to find unexpected treasures. First of all, the ceaseless wonderment of tropical waters. Blue-tinted aquamarines, green tourmalines, amethysts and diamonds create a smooth chromatic flow that is a sheer visual delight. The magic gemstones waft gracefully to shore on necklaces, earrings and watches, like drops of rain warmed by the sun. Then it’s time to explore the atolls. The delicate purity of coral is interpreted by gleaming precious metal and gems. Nature reigns supreme. White gold is skilfully fashioned to form the gentle arborescence of a luminous diamond-studded reef.

bxquisitely extravagant personality.

Swiss Made Magazine Summer 2009

Finally, a stunning marine life encounter, in which hundreds of white gold, diamond and Akoya pearl “scales” undulate over a stretch of beautifully tanned skin. Worthy heirs to historical know-how, cuffwatches float gently away on the tide. The pink gold version is immersed by a delightful breaker wave of brown sapphires and copper-coloured, orange and pink garnets.

An exotic island… that captivates the senses. Within this verdant paradise, yellow sapphires surrounded by five white chalcedony petals form resplendent frangipani flowers. A glowing token of genuine welcome, they rest tenderly against the skin or slide into the hair like a promise of tenderness. A ring, necklace, earrings and hairband whisper tales of the gentle island way of life. A secret watch revealing an entirely paved dial beneath a diamond-studded bed of flowers symbolises the magic of time that stands still to allow one to savour the moment in hand. The generously rounded white gold case is softened by a delicate openworked motif: the exquisitely scalloped material filters the light and covers time with a protective shadow, transforming the watch into a sparkling pattern of plant-life arabesques. Suddenly, a few carefree butterflies drawn to the heady floral fragrance flit onto the twilight scene. Playing on the warm breezes, their diamond wings flutter around a 17-carat Ceylon diamond set on a white gold ring. A necklace, earrings and bracelet – adorned with fiery red rubies or sky blue sapphires –quiver joyfully around irresistibly graceful feminine curves.

A fairytale crossing… drifting with the current. The exhilaration of the open seas is expressed through the daintily interwoven rope motif. A necklace and earrings cast off for an exotic moonlit cruise, while diamonds form flamboyant sailing knots. An exciting premonition of adventure sends a tingle down the spine; the journey can begin.

Limelight Paradise, a delightfully enchanting experience pervaded by serene beauty and voluptuous luxury. A feast for the senses in which paradise offers a taste of eternity. Limelight Paradise


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by Noah Joseph

Swiss Made Magazine Summer 2009

Rinspeed iChange


Just about every automaker the world over envisions itself as an innovator. And to be sure, new features and technologies are making their way into our cars with every passing year. But really now, what do these innovations amount to at the end of the day? A second clutch, turning indicators built into the wing mirror housings, the ability to play music off your iPod, an extra airbag fit into the door panel. Sure, these features make a car safer, more comfortable, and friendlier to the environment and the occupant. But when you consider how fast the modern automobile as a vehicle can travel, the modern automobile as a concept moves rather slowly. That’s why we love Rinspeed. The automotive engineering firm based in Zumikon on the outskirts of Zurich is one of the few that has demonstrated a consistent ability to think outside the box when most other automakers are trying, at best, to simply reshape said box. Every winter as we anticipate the opening of the Geneva Motor Show – on which we reported in the last issue of SwissMade – comes news of another truly innovative concoction from Rinspeed.

Swiss Made Magazine Summer 2009

Last year we brought you the Rinspeed sQuba, an amphibious submarine based on the Lotus Elise and unveiled at the 2008 Geneva salon, turning the idea behind James Bond’s fantasy ride from The Spy Who Loved Me into reality. Before that came the eXasis, demonstrating just what can be done with composite construction. The Splash hydrofoil set a Guinness World Record when it crossed the English Channel in 2006. But perhaps the most foretelling of Rinspeed’s creations was the Presto, a convertible concept from 2002 that was capable of adapting its shape depending on how many passengers were on board. At this year’s Geneva show, however, Rinspeed took the adaptive shape idea several steps further with a show car called the iChange. The party piece of Rinspeed chief Frank Rinderknecht’s latest creation is a canopy greenhouse designed around the driver, but which can expand to accommodate two more passengers behind and on either side of the center-mounted driver’s seat.

Swiss Automobile Visionary Frank M. Rinderknecht Builds a Concept Car with Adaptive Energy Concept

“The iChange is a signal for the coming global changes to individual mobility. We need to be ready to meet these challenges with new ideas.”

The idea of 1+2 seating is not entirely without precedent. Designers of high-end exotic sports cars have been toying with the configuration for generations. Ferrari first experimented with the layout in the mid-60’s on the 365 P Speciale prototype. 25 years later, Maranello’s arch-rival fitted its first road car, the legendary McLaren F1, with this type of cabin configuration. Several others have contemplated the configuration since, chiefly because of the dynamic benefits it provides the driver: like a formula racing car, the center seating position puts the driver right on the car’s center line, all the better for feeling the car’s balance as it pitches its sprung weight around corners and over crests. The inclusion of the two extra seats on either side comes as an added bonus. One noteworthy drawback, though, to the 1+2 configuration is an exceptionally wide greenhouse, which generates an undesirable amount of aerodynamic drag on the vehicle’s shape. Rinspeed’s novel solution was to create an adaptive cabin that remains streamlined when only the driver is on board, or can be expanded to reveal two additional seats – a particularly useful innovation considering that most of their time on the road, passenger vehicles are only transporting their driver.

Rinspeed iChange


With the cabin configured for one occupant or three, the iChange cuts an especially slippery profile through the wind, reducing drag and thereby requiring less energy to move it. But that’s only half of the concept car’s formula for efficiency, as Rinspeed has put a special emphasis on weight reduction. By using lightweight materials and advanced construction methods, the overall mass of the iChange is cut down to a feather-like 1,050 kilograms. That may seem like a rather abstract number without context, so let us put that into perspective: the iChange weighs significantly less than most small conventional cars on the road. It also weighs less than the lightweight electric Tesla Roadster, and only slightly more than the Lotus Elise on which the Tesla (as well as the aforementioned sQuba) is based. This despite the necessary inclusion of heavy battery packs which drive the 150 kilowatt electric motor to motivate the iChange with considerable urgency: 100 km/h from a standstill arrives in just a tick over four seconds – rivaling the best conventionally-powered sports cars on the market – en route to a top speed of 220 km/h. All the while the Rinspeed iChange returns zero emissions and uses less energy than even the most advanced hybrids and electric vehicles produced to date. Although the shape-shifting cabin, aerodynamic efficiency, lightweight construction and electric power would be enough on their owm to set the iChange apart from the rest of the industry, Rinspeed didn’t stop there. Instead they continued outfitting the concept car with an endless list of advanced, planet-friendly features to give the iChange unsurpassed green credentials, a topic which we look forward to bringing you in more depth in upcoming issues of SwissMade. Solar panels coat the roof to provide the iChange with extended range and supplemented auxiliary power. The seats are upholstered in environmentally-friendly wool. The on-board Harmon/Kardon navigation and entertainment system draws less power than conventional units, while highlighting the most economical route for the driver to take in order to conserve power. Even the key has been replaced by an Apple iPhone application for keyless entry and start. All this and more has earned the iChange recognition from the Swiss Federal Ministry of Energy as an advanced research and development project. It also adds up to a single vehicle that pushes even the extreme bounds which Rinderknecht’s firm has established with previous creations, and points the way towards the future for an industry that continues to innovate but never quite seems to break out of the box. More than anything else, thinking outside the box – and turning the results into show-stopping show cars – is what Rinspeed is all about.

Swiss Made Magazine Summer 2009

Rinspeed iChange 85

sm accessories

Swiss Made Magazine Summer 2009


Strada del sole unites swiss innovation with joie de vivre. With one click the flexible, lightweight glasses are ultra flat and fit easily into a trouser pocket. You can sit on them, they are flat and flexible The young Swiss company Strada del Sole receives the internationally coveted Red Dot Design Award for possibly the world’s flattest curved sunglasses. The industrial designer Sandra Kaufmann and optician Markus Dudli have developed sunglasses made of spring steel weighing a mere 20g which can be folded ultra-flat. The innovative RetroTouch design incorporates custom-built temples which are as flexible as a hairgrip. With one click, the temples fit within the curve of the lenses enabling them to be slipped into the back pocket of jeans, refusing to break even when sat upon.

In line with the Swiss design, the manufacture of Strada del Sole sunglasses takes place in Switzerland. In order to protect the trade secret of the stowable and patented temples, they are elaborately handfinished by the young entrepreneurs.The red dot design award bestowed by the Design Zentrum Nordrhein Westfalen in Essen is the third prize which the sunglasses of Strada del Sole have won for their unique design and functionality. In Tokyo they were recently nominated Eyewear of the year 2009. Strada del Sole sunglasses are available in 28 models in selected specialised stores. Price: 390 Swiss Francs. Sit On It


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the final frontier

Swiss Made Magazine Summer 2009

Neil Armstrong stepped onto the moon’s surface at 02:56 GMT on the 21st of July 1969. The first manned lunar landing was the greatest, most dramatic scientific achievement in human history.

Space - The Final Frontier


“We choose to go to the moon ...” President John F. Kennedy’s commitment to landing an astronaut “on the Moon and returning him back safely to the Earth” was particularly audacious considering when he first voiced the challenge, only one American had been in space for a grand total of 15 minutes and 28 seconds.

On September 12, 1962, a fired-up President Kennedy announced to an audience at Rice University that before the decade was finished,

Only in the Sixties The Sixties could be described in words Charles Dickens had written just over a century before the decade began: “It was the best of times, it was the worst of times . . . “ It was a time of stark contrasts. On one hand, it was an era of enormous political and social unrest. On the other, it offered unparalleled scientific advancement and artistic creativity. The Sixties were Vietnam and protests against the war. But they were also the Beatles and Flower Power. They were the assassinations of popular political leaders. But they were also movements in support civil and human rights. The Sixties have been described as the end of innocence but also as the end of naïveté. President Kennedy understood the need to restore America’s confidence and had the vision of not only matching the Soviets, but surpassing them. On May 21, 1961, he took a strong stand in support of space exploration. Standing before Congress to deliver a special message on “urgent national needs,” he asked for an additional $7 billion to $9 billion over the next five years for the space program, proclaiming that “this nation should commit itself to achieving the goal, before the decade is out, of landing a man on the moon and returning him safely to the earth.” President Kennedy settled upon this dramatic goal as a means of focusing and mobilizing lagging space efforts. He did not justify the needed expenditure on the basis of science and exploration, but placed the program clearly in the camp of the competing ideologies of democracy vs. communism. Swiss Made Magazine Summer 2009

America was determined to land a man on the Moon and bring him back safely to Earth. Given the technology of the day, it was an audacious challenge. And even now, it’s staggering to realize that less than seven years after that speech in Texas, the president’s startling goal would be met. To put President Kennedy’s proclamation in perspective, it is useful to remember that he made the speech only 16 months after America’s first manned space flight and seven months after John Glenn became the first American to orbit the Earth. NASA’s four manned flights had each lasted less than five hours. In fact, NASA had only been established four years earlier. Skeptics questioned the ability of NASA to meet the President’s timetable. Within a year, however, Alan Shepard and Gus Grissom became the first two Americans to travel into space. In the first manned space flight following President Kennedy’s speech at Rice University, astronaut Wally Schirra, recognizing the need for a chronograph in space, wore his own OMEGA Speedmaster on his Project Mercury Friendship 7 mission in October of 1962. NASA’s launch of Faith 7 in May of 1963 was to be the final Project Mercury flight. It was also the first after the OMEGA Speedmaster had been selected for use on all of NASA’s space flights, starting a relationship which continues to this day. Sadly, Gordon Cooper’s Faith 7 mission was the last of NASA’s manned space flights to take place in President Kennedy’s lifetime. While John F. Kennedy would not live to see his dream realized, his challenge stimulated the imaginations of people from every nation and motivated a team of visionary scientists, technicians and astronauts to do the seemingly impossible. On July 20, 1969, the Apollo 11 astronauts realized President Kennedy’s dream for the space program; they successfully landed on the moon and eventually returned safely to earth.

Photos: NASA

Space - The Final Frontier


1969 March 3 – March 13

The end of the Apollo program

Apollo 9 was a ten-day manned Earth orbit, with two-man EVA. It was the first manned flight of the Command/Service Module and the Lunar Module. The astronauts were Jim McDivitt, David Scott, and Rusty Schweickart.

The Apollo 17 mission was the last to land on the Moon but it wasn’t the end of the program. The three-man Apollo capsules were used for four Skylab missions between May and November of 1973.

May 18 – May 26

In July of 1975, the Apollo name was revised for the Apollo-Soyuz Test Project, also known as Apollo 18, in which an Apollo space craft conducted a rendezvous and docking exercises in space with the Soviet Union’s Soyuz 19. The astronauts and cosmonauts all wore their OMEGA Speedmaster Professional chronographs.

Apollo 10 was the second mission to include manned lunar orbit, coming as close as 8.4 nautical miles (15.6 km) to the Moon’s surface. Thomas Stafford, Eugene Cernan and John Young successfully executed a dress rehearsal for the mission which would be launched just a few weeks after their return. It was the first mission to broadcast live color television from space.

July 16 – July 24 The most famous mission of all: Apollo 11 landed on the Moon and Neil Armstrong and Buzz Aldrin explored the direct vicinity of the landing site on foot as Michael Collins remained in orbit waiting for the Lunar Module to return to the Command Module. Buzz Aldrin’s Speedmaster chronograph is the first watch to be worn on the Moon.

November 14 – November 24 The Apollo 12 mission was almost aborted in-flight after a lighting strike on takeoff caused telemetry loss. It continued, however, and the Lunar Module landed successfully within 200 meters of the Surveyor 3 probe, allowing the astronauts to bring back parts of the probe for examination.

A total of twenty-four astronauts have traveled to the Moon, with twelve walking on its surface. Apollo 8 was a lunar-orbit-only mission; Apollo 10 included powered descent and then an abortmode ascent of the Lunar Module, while Apollo 13, originally scheduled as a landing, ended up as a lunar fly-by, by means of free return trajectory; thus, none of these missions made landings. It was a time of remarkable adventure. Although human beings have not ventured from Earth’s orbit in 37 years, the International Space Station has demonstrated that our interest in exploring space has not disappeared.

Swiss Made Magazine Summer 2009

Photos: NASA

HOW THE OMEGA SPEEDMASTER BECAME THE MOONWATCH Chosen to compete It all began in the early 1960s when two NASA officials anonymously visit several Houston jewellery stores, including Corrigan’s, which at the time was the city’s best-known watch and jewellery retailer. The men from NASA bought a series of chronographs of different brands, charged with the task of finding the best watch available for their astronauts to wear in space. There were plans for the astronauts on these missions to move about in space outside the ship. One of their key pieces of equipment would be a wristwatch which could withstand the difficult conditions of space. Every time an astronaut suspended in the vacuum of space turned his wrist, the watch would suddenly come out of the shade and be exposed to the unfiltered rays of the sun and temperature increases of more than 100°C. On the moon, President Kennedy’s and NASA’s declared objective, things would be even tougher. Temperatures on the lunar surface fluctuate between -160° and +120°C. A series of strenuous tests was devised to determine which watch was best suited to the extreme challenges of space. The results On March 1, 1965, the test results were complete. Only the OMEGA Speedmaster passed. At the time, NASA’s testers wrote, “Operational and environmental tests of the three selected chronographs have been completed; and, as a result of the test, OMEGA chronographs have been calibrated and issued to three members of the GT-3 (Gemini Titan III) crews.” What sounds like a reserved, sober announcement was, in fact, the official decree that from that time forward, the OMEGA Speedmaster would be the only watch approved for all manned space flights and would be become an inextricable part of the OMEGA legacy. As significant was a NASA communiqué dated March 1st, 1965 which said, “. . . the astronauts show a unanimous preference for the Omega chronograph over the other two brands because of better accuracy, reliability, readability and ease of operation.” Source: NASA documentation and correspondence, 1961 -- 1965. Swiss Made Magazine Summer 2009

On the 21st of July, 2009 the world will commemorate the 40th anniversary of the culmination of President Kennedy’s expressed goal. The date has particular poignancy for OMEGA because it was on the 21st of July in 1969 that the Moonwatch was born. On that day, the Speedmaster became the first and only wristwatch to be worn on the Moon.

Neil Armstrong stepped onto the moon’s surface at 02:56 GMT on the 21st of July. Nineteen minutes later he was joined by Buzz Aldrin, who was wearing his OMEGA Speedmaster and a legend was born. An interesting footnote: the electronic timing system on the Lunar Module was not functioning correctly so Armstrong had left his watch aboard as a reliable backup.


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42 41


44 45

Photo KEYSTONE/Alessandro della Valle

Swiss Made Magazine Summer 2009


ART BASEL 1 June 10 - 14, 2009 There’s one favourite destination for art lovers from around the world: Art Basel, the most prestigious international art fair. For the New York Times it’s the “Olympics of art world”, for the parisian daily Le Monde it’s «La meilleure foire du monde» («The best fair in the world»), for the Frankfurter Allgemeine Zeitung it’s “Art in its best form” and Vogue calls it “the most beautiful temporary museum of the world”. The world’s premier international art show for Modern and contemporary works, Art Basel features nearly 300 leading galleries from North America, Latin America, Europe, Asia and Africa. More than 2,500 artists, ranging from the great masters of Modern art to the latest generation of emerging stars, are represented in the show’s multiple sections. The exhibition includes the highest-quality paintings, sculptures, drawings, installations, photographs, video and editioned works. Find out more on Montreux Jazz Festival 2 July 3 - 18, 2009 Since it began in 1967 when it was a three-day event, the Montreux Jazz Festival has become a stupendous 16-day affair, headlined by jazz, blues, rock, world-music, rap, electro, pop and soul luminaries: Miles Davis, Maria Bethânia, Ella Fitzgerald, Quincy Jones, David Sanborn, George Benson, Eric Clapton, Sting, Oscar Peterson, Roberta Flack, Dizzy Gillespie, Etta James, Aretha Franklin, Herbie Hancock, B.B . King, Ray Charles, Al Jarreau, Jamiroquai, Radiohead, Phil Collins, Alicia Keys, Santana, Black Eyed Peas, Muse, Joss Stone, among others. Festival founder Claude Nobs created an event, which was to become one of the most important festivals of all, with a unique and eclectic musical reputation. Every year, up to 220`000 visitors come to Montreux in order to attend the Festival concerts split into three concerts halls. Some musical cruises and trains are also part of the program. The visitors can as well enjoy the numerous free performances: acoustic concerts, the Voice, The Guitar and the Piano Solo Competitions, the Workshops, etc. Not to be forgotten the Montreux Jazz Under The Sky which spreads all over the town of Montreux. The international media covering the event allow the Montreux Jazz Festival to be present in all countries of the planet. But, of course, nothing goes over being part of the unique atmosphere. Find out more on LUCERNE FESTIVAL 3 August 12 – September 19, 2009 The birth of LUCERNE FESTIVAL dates from the gala concert that Arturo Toscanini conducted in front of Richard Wagner’s former home in Tribschen in 1938. This year Lucerne’s classic Summer Festival will be devoted to the theme of “Nature”. The program includes Vivaldi’s and Haydn’s Seasons, Strauss’s Alpine Symphony, and Debussy’s La Mer. Claudio Abbado opens the season with five concerts of his now legendary LUCERNE FESTIVAL ORCHESTRA. The Berlin and Vienna Philharmonics will also come to Lucerne, as will the Amsterdam Concertgebouw and the Chicago and Pittsburgh Symphony Orchestras, all playing under conductors of the stature of Pierre Boulez, Zubin Mehta, Charles Dutoit, John Eliot Gardiner, Riccardo Chailly, and Simon Rattle. The focus of the concerts will fall on the “artistes étoiles” Magdalena Kožená (mezzo-soprano) and Yefim Bronfman (piano). You can order your tickets on

Locarno International Film Festival 4 August 5 - 15, 2009 Locarno – also known as the “Lady of the Camellias” – lures visitors with its southern charm, Mediterranean climate and sub-tropical vegetation. Throughout its 62 year history, the Locarno International Film Festival has occupied a unique position in the landscape of the major film festivals. Every August around 180,000 cinema-goers, 1,100 journalists and 3,400 industry professionals converge on the small Swiss-Italian town of Locarno, right in the heart of Europe, which becomes the world capital of auteur cinema for eleven days. Its long-standing tradition of openness and dialogue have made the Festival an ideal platform for the promotion of national cinema from Europe and the world over, from South America to Asia. An essential diary date for cinéphiles, Locarno is also recognized by professionals the world over as an invaluable meeting place and arena for discovery, with a wide range of quality films – screened as world or international premieres – where tomorrow’s talent can be found, with assistance from a dynamic and specialist Industry Office. Locarno provides a convivial and informal ambiance, a good-time festival, where, together, the public, professionals and creative talents alike come to get a taste of the youth and vitality of contemporary cinema. Find out more on WELTKLASSE ZÜRICH 5 August 28, 2009 The “Olympic Games in a single evening”: Five days after the World Championships in Berlin, the superstars of athletics will line up for a showdown at Weltklasse Zürich on Friday, 28 August. A mature tradition and sporting history with no fewer than 24 world records to its name since 1928 – Switzerland’s largest and most important one-day event is famous throughout the world. For nearly 80 years, “Weltklasse Zürich” at the Letzigrund Stadium has been the most illustrious meet for the world’s top athletes. Not surprisingly, the events are invariably sold out months in advance and long before the first athletes have committed themselves to coming, or the first “big name” has signed up. For many years now, millions of viewers have been able to follow the meet live on television. In 2006 alone, the event had some 15 million people in 135 countries glued to their screens, while 445 journalists and commentators from 21 countries were present in the stadium to report live on what was happening. OMEGA EUROPEAN MASTERS 6 September 3 - 6, 2009 For several years now, the European Masters have occupied a choice position in the calendar of the European Circuit. Being a tournament with impressive sporting characteristics, it also plays the conviviality card, thanks to the incomparable ambiance at Crans-Montana. Just as much as the spectators, the players appreciate the September rendez-vous; for them, going to the Valais means something authentic, alpine, almost bucolic, something quite different from other destinations. Although fully concentrating on their game, the professionals none the less display a certain relaxed style which cannot be discerned in them during the rest of the season. Golf at an altitude of 1’500 metres is a whiff of air, both liteally and figuratively! Certainly one of the most beautiful places in the world!

sm swiss deluxe hotels

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Gourmet Travel. Lavaux, Lake Geneva Region Discover the varied cuisine and the noble wines of Switzerland. For example in a vineyard, watching a spectacular sunset. Or in a gourmet restaurant in the midst of snow-covered mountains. Find out where to enjoy which Swiss speciality in our new brochure “Gourmet Travel” – or visit It is our pleasure to help plan your holiday. Call us: 00800 100 200 30 (freephone).

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