Primetime at RETIME

The Live Talk takes place at the heart of the wristwatch world.  In the course of its rebranding process REFLECTS has created its own brand, RETIME. Together with the company's watch specialists Viktoria Brauckmann and Arvid Garais, Steven Baumgärtner highlights what makes a good watch. They agree that the most important characteristic is that the end result must and can be more than a simple promotional item. The many design variants make it possible to create really beautiful watches, away from promotional items to cool fashion products that are worn with pleasure, with a discreet logo that ends up on the wrist and not in a drawer.

We have just developed just such a watch together with REFLECTS. What goes without saying in this segment and yet is often forgotten is that every watch remains handmade, no matter what the price range. There is still no funnel out of which a finished watch simply drops as if by magic. Instead the technical heart of every watch is a highly complex precision mechanism - if even one part is faulty, the whole product is worthless.

The infinite variety of models is first based on the optimal choice of case and mechanism, depending on requirements and budget. For the Ford Gold Edition we chose a sporty three-hand movement as the basis. The metal case was completely ion-plated in black, a new dial with special hands was developed and the logo was integrated as a relief in gold. The final result is so individual that the original model is barely recognisable. Moreover, the gold-black contrast may be striking, but the watch still appears classy, discreet and, above all, high-quality.

The joint development shows that anything is possible in this segment. From the flexible product range an inexpensive plastic watch as a give-away can be put together just as easily as a high-quality chronograph made of stainless steel with sapphire crystals in specialist retail quality for a merchandising collection. As if from an almost inexhaustible set of building blocks, customers can choose from simple three-hand watches, optionally with or without date display, to the above-mentioned chronograph with a stopwatch function. In between, multi-purpose watches in a chronograph look but with a simpler mechanism are a less expensive, but nevertheless high-quality variant. Likewise, striking pilot's watches or reduced design models are possible.

Watches have been a popular trend for years. Currently the focus is moving away from large, striking housings towards more delicate models that can also be worn in a unisex look. Of course, sustainability is also an important subject in this area. While watches are already a sustainable item in themselves as a long-lasting, gladly worn product, REFLECTS also offers them with metal cases featuring a mechanism without a battery, with wristbands and packaging made from recycled materials.

All these huge design possibilities suggest that the customer also has to order huge quantities. Often they therefore can't believe that they can have their watch customised in very small quantities from as few as 25 pieces. Even a complete redesign, such as our Ford Gold Edition model, is possible from around 100 pieces. In addition, such a unique item can cost as little as 20 euros and will still be the focus of attention as the perfect brand ambassador on the customer's wrist!

The RETIME range currently includes three new models of children's watches. This not only enables the customer to offer a valuable early gift, which dad might even receive as an adult version, but also to deliver the educational added value in the form of the learning effect at the same time. If things need to go quickly, for example for the end-of-year business, REFLECTS has also developed its fast trade order concept, with which a customised watch can be ready in as little as 3-4 weeks.

The talk shows in detail and impressively what the range and design possibilities are - so now it's off to the design department to work on further joint models, currently for the PSI, but shhh, don't tell anyone!