Alexandre Meerson Luxury Watches Maison de style et d'horlogerie Press PuristSPro


Alexandre Meerson's first steps as a new brand are covered by PuristSpro in the insightful piece, within the Horological Meandering section of their website.

"It takes a great deal of courage to launch a new brand in a depressed watch market. And it is the objective of Alexandre Meerson who took advantage of SalonQP 2014 to launch his collection of watches that are based on two models: the Altitude Première and the Altitude Officier. The desire to express his own ideas, to make concrete projects was much stronger than the fear due to a difficult economic environment. And such an approach was included in his DNA as his father started a watches and jewelry creation business in the 50s."

"The Altitude Première Small Seconds aptly illustrates the Alexander Meerson's approach. What is surprising at first glance is the shape of the lugs. Vintage watches fans have already seen similar lugs but they are extremely rare in today's context. They have several virtues. They give the impression that the strap has a special shape which is not the case as a classic bracelet with the suitable size will match. They improve the comfort on the wrist thanks to the "rotational freedom" they give the bracelet. And they complete the case design reinforcing its "roundness". These lugs are playing on the contrast between their very geometric appearance and the case shape. They don't belong to the continuity of the case and this clean aesthetic break was sought to highlight the central part of the watch. Finally, when we observe the Altitude Première side in profile, the lugs then evoke the shape of the foot of a dancer doing a pointe. A small discreet coquetry in the spirit of the collection."

Read the full article here

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