Expect the Unexpected

THE WATCH COMPANY is preparing to unveil a brand new face as part of what they are calling a daring repositioning strategy. A new international headquarters in Bienne, Switzerland is combining with a fresh new team. Vincent Perriard was appointed President of Concord in June 2006, having previously worked with Audemars Piguet, Swatch Group, and his own agency “BRAND DNA.” He will be joined by Marketing Director, Stefan Feltgen, who brings experience from Cartier, Jaeger-LeCoultre, and Nestlé with him.

This new team is aspiring to take a century of tradition and use it as a base from which to begin a strong upscale thrust. They look to their first creation, to be unveiled at the Baselworld Show in April, to “dramatically reinterpret the established codes of the chronograph watch and vividly highlight the new Concord profile.” Their new piece is said to be a COSC-certified movement in a modern and structured graphic design, underscored by a case that contributes to both maximum physical and visual sturdiness. The company is stressing a firm departure from the past, and is giving notice to all with their tag line: expect the unexpected.

“The chance to revive Concord presents an exciting opportunity and a thrilling adventure,” said Vincent Perriard. “After successfully relaunching Ebel only three years ago, Movado Group is committed to repositioning Concord in its portfolio and to restoring the importance of this historical brand in the watch industry.”