As Snoopy Omega Lands, Cartoon Luxury Goes Boom

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Consider, for example, independent watchmaker Kross Studio, which announced itself to the world with a complex tourbillon model with all the features—Space JamBugs Bunny’s 1996 collaboration with Michael Jordan, followed by another with a miniature Boba Fett’s statue. Slave 1 a ship Or Loewe’s Minecraft style”pixelated” hoodie.

“There’s this idea that you can have a sense of humor and still be classy, ​​and to tell a joke in a lighthearted, internal way is what makes you cool,” Greene says. For a highly respected brand, it can play with what is seen as intellectual rather than sarcastic or sarcastic. “What would have been more popular was in the best examples, inspiring creativity and playing within your audience.”

PHOTOS: KROSS STUDIO

Absolute Fandom

Omega itself has shown this point, both with its latest Snoopy watch in 2020, in which instead of just decorating the dial, the mutt appeared in the mechanism behind the watch passing through a small rocket, and in this year’s Speedmaster. The Dark Side of the Moon Apollo 8, in which a miniature model of a Saturn V rocket acts as a small seconds hand. Whether this is too complicated or too cool, in fact, it doesn’t help.

“The definition we used to have between what was kitsch and what was acceptable is gone,” says Greene. “The Internet has made us more disconnected: Everything can be interesting and important, so nothing is wrong.”

A fact that even Rolex, which for a long time remained proud of the culture of the masses, has recently challenged. Its example is Date-Date it was unveiled a year agowith colorful music for puzzle pieces, with emoji (heart, kissy face, etc.) and inspirational words to replace days and dates, it’s too rare to look like rain but it was amazing.

“Companies are trying more and more to become closer to their customers—there’s nothing new about it, and that’s a big change,” says Michael Friedman, a watch historian and entrepreneur who, when he was head of complications at fine watchmaker Audemars Piguet, was involved. in the development of his famous Marvel tie-in story. This led to the 2021 edition of the $150,000 “Black Panther” version of his Royal Oak Concept Flying Tourbillon watch, in which the figure of the hero, sculpted in great detail, falls within the skeleton dial. Last year saw the sequel to Spiderman. This now changes hands for about $400,000.

Friedman says: “We live in an age where people tend to be very emotional. We can embrace our passions, wear our chosen passions, whether high or low, on a sleeve or a shoe or a t-shirt, and find like-minded people around the world who find it. that. If you’re a brand, something like this is just a moment, catching the energy that’s there, but the waves can manifest. “

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