Category Archives: Watches

Bang-Bang in Watchland

Lausanne, Vaud, Switzerland, 2016-May-27 — /Fashion Talk/ — On March 22nd, the Goldgena Project was launched with the goal of creating affordable mechanical watches with complete transparency regarding their origin and costs. The aim is also to shake up the ‘Swiss Made’ label and the traditional approach to distribution and marketing. The community is invited to share their opinion and even get involved in each stage of the project. At the time of writing, more than 3,500 people have signed up, and our site is recording more than 28,000 visits and 45,000 views every month.

our first design



MARCH, 30TH – CHAPTER 1: TTO Label – Total Transparency on Origin DISCOVER
The Swiss Made label can be obscure and ultimately mislead consumers, as most of the components are manufactured abroad. The Goldgena Team has decided to make their watches with complete transparency, and have thus created the TTO label; Total Transparency on Origin.

APRIL, 13TH – CHAPTER 2: Transparency on Prices and Fixed Multiplier DISCOVER
Goldgena will be communicating and explaining the production cost of their watches. In addition, by selling directly to the end consumer they will be able to apply an unmatched modifier of 3.5 to the production price.

APRIL 27TH – CHAPTER 3: Online Sale, Pop-Up Stores and Sponsorship DISCOVER
The Goldgena Project is planning to foster community power by offering a commission of 10% to anyone who generates a sale. In addition, an application will allow potential customers to meet watch owners, so that they can see the product before buying.


MAY 11TH – CHAPTER 1: Non-Swiss Made, Swiss Made or Swiss Manufacturing? DISCOVER
We wanted our first model to feel mechanical from every angle, so we made the dial an extension of the movement. We wanted the case to be simple, elegant and ergonomic, while still overflowing with character. Fine horns and crosspiece give it a particular, recognizable aesthetic.

In-house or standard movement? Non-swiss made, swiss made or swiss manufacturing? The community shares his opinion.

JUNE-AUGUST: Development and Crowdfunding
During the summer, the Goldgena Project will share every detail of the development. In September a crowdfunding campaign will be launched. The detailed program will be available end on May at

The Goldgena Project Dream Team

The Goldgena Project is run by a small watch design workshop called cosanova, and is currently made up of 3 people. Founded in 2005 by the designer Claudio D’Amore, the workshop is based in the heart of Swiss watchmaking, in Lausanne, not far from Geneva. In little more than 11 years, the cosanova workshop has had the honor of working with around forty watch brands, such as Tag Heuer, Parmigiani, Montblanc, Oris, Eberhard and even Hautlence.

The Founder, Claudio D’Amore
Born in Switzerland to Italian parents, in 2000 Claudio D’Amore (40) graduated from the ECAL (Lausanne Design School) with an HES degree in design. He then set off for London to work with Ross Lovegrove, the famous London-based designer, where he worked on the design of several watches for Tag Heuer (V4, Carrera Caliber 360, Golf Watch). Upon his return to Switzerland in 2005, he founded cosanova.

Goldgena Project, rue de l’Ale 30, 1003 Lausanne, Switzerland
Need more information? : Claudio D’Amore /  +41 21 312 81 34
[High resolution images:]


Via EPR Network
More Apparel & Fashion press releases

TAG Heuer Watches Launch India F1 Special Edition

Always at the forefront of timepiece technology TAG Heuer is also a major player in developing sporting success in the motorsport world.

Not only do the company support upcoming cart drivers through their ‘Junior Ambassador’ scheme, but they also support the likes of the Red Bull Racing team, home of reigning world champion Sebastian Vettel and his team mate Mark Webber. With the growing interest in motorsport in Asia, the group has now issued a special watch to commemorate the inauguration of the Indian GP in New Delhi.

The race is not the first involvement in motor racing for the Sub-continent. Force India entered the Formula One contest in the 2008 season and currently compete with two cars with the lead being taken by German born driver Adrian Sutil. The team currently lies in sixth place in the Constructors Championship.

The watch launched by TAG Heuer in support of the Indian GP also marks 150 years of involvement in high speed racing by the luxury watch manufacturer. The TAG HeuerCarrera Tachymeter Chronograph forms the basis of the special edition.

The special edition will be limited to just 200 numbered pieces world-wide. The limited edition has been adorned with the logo of ‘Mastering Speed for 150 Years’ and features striking India colours – Saffron and Green.

The special ‘Mastering Speed for 150 Years’ logo has been placed on the dial at the 9 ’o clock and also features on the Sapphire Crystal case back. Both the chronograph and the stitching on the leather strap are adorned with traditional Indian saffron colours.

Taking its name from a south-American road race, the Carrera models are designed for drivers and feature an easy to read dial, important when you are driving at F1 or Rally driving speeds. From F1 timekeeping to Le Mans and Indy 500, the company has longstanding partnerships with the greatest events and drivers in the world of timekeeping.

For more information on TAG Heuer watches, visit the Watch Hut at

Via EPR Network
More Apparel & Fashion press releases

Cameron Diaz Set to Be New Face of TAG Heuer Watches

Hollywood starlet Cameron Diaz is set to become the latest high profile celebrity to endorse TAG Heuer watches.

Although an official announcement is yet to be made, reputable sources report that Diaz is set to join Leonardo DiCaprio as an ambassador for the popular, prestigious watch brand.

TAG Heuer watches, which are particularly popular in Diaz’s native US, have long been associated with some of Hollywood’s biggest stars; prior to DiCaprio’s current role as ambassador, Brad Pitt and Uma Thurman both featured in TAG Heuer campaigns.

With sources pointing to Diaz being next in line to the TAG Heuer ambassador throne, the company’s reputation for attracting the Hollywood elite is as strong as ever.

Diaz can currently be seen in cinemas in hit comedy ‘Bad Teacher’, where she stars alongside ex Justin Timberlake, and was last year ranked by Forbes Magazine as the third highest-paid actress in Hollywood.

The actress’s box office appeal has spanned over a decade of cinema, from her breakout turn in ‘There’s Something About Mary’ to dramatic roles (‘In Her Shoes’, ‘My Sister’s Keeper’), indie endeavours (‘Being John Malkovich’, ‘A Life Less Ordinary’) and successful franchises (‘Shrek’, ‘Charlie’s Angels’).

Her new role as TAG Heuer ambassador will cast Diaz in a promotional role for the Swiss watch brand. Upon an official announcement, promotional shots featuring Diaz wearing a timepiece will be expected shortly afterwards.

TAG Heuer watches have provided watch fans and collectors with the best in Swiss ‘avant-garde’ since 1860. Many of the brand’s watches have gone on to become iconic examples of watch-making craftsmanship, including the Carrera line and the infamous Monaco. TAG’s long-established relationship with the field of motorsports means Diaz will feel right at home, following her stint behind the wheel of an Indy Race Car in the first ‘Charlie’s Angels’ movie.

For more information on TAG Heuer watches and for all the latest ambassador developments, visit the Watch Hut at

Via EPR Network
More Apparel & Fashion press releases

The New Emporio Armani Spring/Summer 2011 Collection

Make sure you spend your time stylishly this summer with a watch from the new Emporio Armani Spring/Summer 2011 collection, available now at the Watch Hut.

New Emporio Armani watches are just waiting to give your wrist a style overhaul, over at the UK’s largest watch website.

Famed for its sexy and youthful appeal, Giorgio Armani’s Emporio Armani brand is one of the most recognised fashion labels on the worldwide market today. Its clothing and accessories output is trendy, smart and cool – and its watches are no exception.

This season’s brand new Emporio Armani watches don’t fix what isn’t broken, providing the brand’s fashion-conscious followers with an extensive choice of sexy, sophisticated designer timepieces that complement the existing collection.

Key trends include the continuing popularity of black and white ceramic models, sporty yet smart chronograph bracelet watches, and contemporary takes on classic leather strap dress watches.

All-new Emporio Armani watches can be viewed on the Watch Hut’s dedicated brand section or within the ‘Latest New Models’ category.

The UK’s largest watch website is home to some of the world’s leading designer watch brands, including another hot Armani off-shoot, Armani Exchange. With over 6000 watches available from more than 60 popular watch brands, the Watch Hut is a one-stop destination for the best in wrist style.

Via EPR Network
More Apparel & Fashion press releases

ASOS Launches Mobile Site

ASOS has launched its debut mobile site ahead of the Christmas retail shopping season.

In response to a significant incre

ase in ASOS customer visits via mobile phones – which doubled from accounting for 1.5% of all ASOS visits through the main website in January 2010, to 3% last month – the mobile site has been designed to work across all mobile devices including Blackberry, Symbian, Android and iPhone operating systems.

Additional figures report 24,000 ASOS orders have been processed over the last six months through mobile ‘phones using the main website, with 175,000 visits to the site from mobile devices in a typical week.

Customers can directly access the mobile site using the URL but will also be redirected to the mobile optimised version of the site should they type

The full ASOS range and popular features, including “Save for Later” and multiple refining options, are offered. Integration with the existing ASOS checkout and customer accounts has been incorporated to further streamline the user experience.

Via EPR Network
More Apparel & Fashion press releases

Animal Online Store Launches New Watch Range And Dedicated Microsite

Animal the freesports apparel brand is proud to announce that their new watch range has been launched on their online store.

The launch of the new watch range marks the anniversary of Animal’s 22nd year in the freesports watch industry and is the largest and most diverse watch range designed by the Animal in-house team.

All Animal watches are 100% designed and built f r o m scratch by the Animal design team. During the lifespan of every watch model, Animal reviews, improves or replaces any component that doesn’t come up to scratch using information received f r o m Animal sponsored riders and customers.

Recent key pieces have used titanium cases and bracelets, carbon fibre, laser-etching, and advanced composites. Another highlight in the range available on the Animal E Store is the RIP System model that charges by the wearer’s movements, and never requires battery changes.

The new Animal watch microsite will showcase the full range of Animal men’s watches and women’s watches as well as including key features such as a filter system which enables customers to select their ideal watch. Team rider testimonials and added bonuses such as downloadable wallpapers will also be included.

Animal aligns itself as a lifestyle brand based around a number of core sports including surfing, windsurfing, kitesurfing, bodyboard, mountain bike, BMX, wakeboard, freeski, snowboarding and motorcross. Animal also sponsors key events across these sports and has a team of riders ranging f r o m youth development through to professional.

Via EPR Network
Apparel & Fashion press releases

Animal, The Freesports Apparel Brand, Is Proud To Announce That The New Animal E-Store Now Gone Live Has

The E-Store will stock one of the widest selections of Animal products available in the UK including extensive clothing ranges as well as watches, footwear, luggage, eyewear and accessories.

Animal has taken the decision to launch an online store as e-tailing is the fastest growing form of shopping and is proven to have become an essential part of Animal customers’ lives.

Animal CEO Kevin Keaney said: “I am delighted that with the launch of the Animal E-Store our loyal customers across the UK will now be able to access a full range of Animal merchandise 24/7. The benefit of shopping at the E-Store will be its ability to offer Animal products UK wide and in a space unconstrained by shop floor size.”

Not only will the E-Store stock all the latest Animal collections but there will be regular opportunities to win unique and exclusive prizes. All orders before the 30 September will receive free standard delivery and automatically go through to a prize draw to win a holiday for two on next year’s Animal Snowcamp to Austria.

The E-Store gives shoppers the chance to check out the new autumn/winter season range just as the new Animal clothes are going into stores. As well as clothes, shoppers can order footwear, wallets, gifts and Animal bags. E-gift vouchers are also available for those who are traditionally tricky to buy presents for.

About Animal
Established in 1987 in Poole, Dorset, Animal is one of the UK’s leading freesport brands specialising in the design, marketing and retailing of freesports influenced clothing, technical clothing, footwear, luggage, eyewear, accessories and watches.

Via EPR Network
More Apparel & Fashion press releases

Ernest Jones, The Diamond And Watch Specialist, Has Announced The Launch Of Chamilia Jewellery, One Of America’s Most Popular Personalised Jewellery Brands

Chamilia promotes the tag line “Your Life. Your Style”, encouraging its customers to be creative, adventurous and to express themselves, their mood and lifestyle through their jewellery. By introducing Chamilia alongside the existing Pandora collection, Ernest Jones is leading the trend this summer for personalised jewellery with beads and charms.

Chamilia was founded in New York by Killian Rieder and Jeff Julkowski in 2002. Killian Rieder had previously designed for Ralph Lauren Polo and wanted to allow women to customise their jewellery to a mood, moment or memory, in the same way a chameleon changes to fit into its own environment. Using the concept of traditional charm jewellery as a starting point, Killian created a contemporary twist on charm jewellery and Chamilia was born. In its short history, Chamilia jewellery has become one of the fastest growing personalised jewellery collections in the US.

The Chamilia collection is available at and in selected stores and includes high quality Chamilia beads made of 14ct gold and sterling silver. The collection features a wide range of fun and fashionable designs including crown wearing frogs, Mother’s Day beads, Disney beads, and many more including Murano glass.

With more than 500 bead designs and a variety of chains, clasps and spacers, Chamilia offers customers bracelets and necklaces that can be endlessly mixed, matched and personalised to commemorate an event, occasion, relationship or friendship. The breadth and depth of designs and creative possibilities gives the customer an ever-changing feast of design options so they can customise their jewellery in whatever style they desire.

Chamilia jewellery features:

– High quality beads: 14ct gold, sterling silver and Italian Murano glass
– Exclusive Disney Designs
– New designs: new beads are released through the year
– More than 500 bead designs: Chamilia gives customers the freedom to express themselves

About Ernest Jones: The Diamond and Watch Specialist
Ernest Jones, The Diamond and Watch Specialist, has more than 200 stores and a retail website at Featuring a wide range of leading brand watches and high quality jewellery including bracelets, necklaces and a huge choice of rings, Ernest Jones also has a stunning selection of gifts for all occasions. Ernest Jones is part of Signet Jewelers Limited, the world’s largest speciality retail jeweller.

Via EPR Network
More Apparel & Fashion press releases

Gorgeous Gold Jewellery Collection At Ernest Jones

Ernest Jones, the diamond and watch specialist, has announced the UK launch of a new and exclusive collection of designer necklaces, earrings and bracelets, called Gorgeous Gold. Created around the design philosophy of ‘When you look good, you feel good and when you feel good, you look good’, Gorgeous Gold features a collection of glamorous and affordable jewellery that is both classic and fashionable.

Ernest JonesSpeaking on behalf of Ernest Jones, Head Buyer Jennifer Dean commented: “The Gorgeous Gold collection is an innovative yet timeless range of jewellery that celebrates the allure and beauty of gold. Featuring a combination of yellow and white gold with smooth shapes and delicate chain detail and enhanced by stunning gems, the collection creates in you a desire to feel, touch and put them on and so we just had to have it for Ernest Jones.”

The Gorgeous Gold collection combines the natural shapes of pine needles and pebbles in two-colour gold with black onyx for a truly luxurious finish. This is a classic collection that evokes a glamorous indulgence of days gone by, whilst embracing modern trends and design.

Consisting of a mixture of drop earrings, drop pendants, multi-strand bracelets and necklaces there is great scope for customers to mix and match their Gorgeous Gold jewellery across a variety of looks. This means that this is not only a glamorous collection, but also a versatile one that can be worn for any occasion, with any look. Gorgeous Gold jewellery also covers a wide price range, with something for every budget, ensuring that customers don’t need to break the bank to afford this collection – despite the luxurious designs and materials.

Gorgeous Gold is exclusive to Ernest Jones and demonstrates a customer focused approach that stays one step ahead of fashion. Gorgeous Gold offers Ernest Jones customers desirable, affordable and luxurious jewellery, perfect for those looking for fashionable bargains in the current economic climate.

About Ernest Jones – The Diamond and Watch Specialist:
Ernest Jones, the Diamond and Watch Specialist, has over 200 stores and a retail website. Featuring a wide range of leading brand watches, diamonds and high quality jewellery, Ernest Jones also has a stunning selection of gifts for all occasions. Ernest Jones is part of Signet Jewellers Limited, the world’s largest speciality retail jeweller.

Via EPR Network
More Apparel & Fashion press releases Named In The Independent’s Online Fashion Top 100

Miriam Lahage, founder of online discount designer store, has been named in The Independent’s Online Fashion Top 100. The list compiled the most inspirational, interesting and influential people who are the driving force behind the online fashion industry.

Collated by expert online fashion consultant and digital marketing strategist Leon Bailey-Green, the list included the crème-de-la-crème of online fashion – fashion journalists, photographers, entrepreneurs, bloggers, magazine editors and marketers.

The Koodos website is a well-known favourite amongst the fashion-set for stocking designer shoes, clothing and accessories from designer brands such as Chloe, Gucci and Prada at discount prices.

Miriam was listed first in The Online Fashion Top 100, ahead of other high profile online fashion entrepreneurs such as the founders of net-a-porter, ASOS and Heavy-weight magazine editors of Vogue, HarpersBazaar and InStyle were all featured alongside Miriam, who has over 20 years experience in the US fashion and retail industries.

Originally featuring private sales for designer fashion brands, Miriam changed the business model last year so Koodos could focus more on open sales. Discount designer clothing is quickly becoming the way forward in online retailing, and with almost three years online, Koodos is well ahead of the pack.

Celebrity stylist and fashion expert Nicky Hambleton-Jones commented on Koodos in The Online Fashion Top 100; “Etailers like ASOS and make fashion affordable”, while Dawn Bebe, founder of, declared Miriam Lahage as one of the “Unsung heroes who make the online fashion wheels turn.”

Proving to not only be ahead of fashion, Koodos is also ahead of the online retail industry and developing into a brand that interacts with the online fashion community. This year has seen re-launch their blog,, which has quickly become a popular source for the latest news and information on designer fashion sales both off and online, and has created the ultimate London shopping guide. The brand is also successfully using Twitter to provide loyal followers with their latest discount codes and offers on designer fashion. stocks designer fashion labels at up to 80% off, including must have designer denim labels from diesel jeans to j brand jeans, and designer accessories including handbags, jewellery and men’s watches.

To read the latest fashion news and discount designer exclusives from Koodos, visit their blog at

Via EPR Network
More Apparel & Fashion press releases


Paris Hilton’s new fashion line includes expensive watches but, oddly enough, Paris Hilton still prefers to wear a Rolex President

Paris Hilton chooses to wear a Rolex wristwatch from her extensive Rolex collection instead of promoting her own line of expensive wristwatches, Paris Together, made in conjunction with watchmaker Pascal Savoy.

Although she took initial photos wearing her watches, Paris Hilton refuses to wear the wristwatches out on the town. Whether she’s in Hollywood or New York City, Paris Hilton announced that she prefers wearing a classic Rolex even with her most cutting-edge outfit. Paris Hilton has so much admiration and respect for the Rolex brand that she swears by her Rolex President and states that she would never abandon her Rolex for a wristwatch produced by her own company. Why so much class and tradition from someone who has historically pushed the boundaries of what is excepted by society?

This article can be viewed in its entirety at the MJ Rolex Watch blog at:

Paris Hilton chooses to wear a
Rolex and not her own line of wristwatches and diamond jewelry out of respect for the brand that allowed her brand’s success. After all, Paris understands that Rolex and class practically are synonymous in High Society. As theKern Valley Sun recently wrote: “Who are these “Rolex Cowboys”? According to the Animal Welfare Institute, among them are Paris Hilton. . . and other Forbes 400 trillionaires” (November 23, 2008). For a century, Rolex wristwatches have represented the height of quality and precision. As a socialite, Paris Hilton does her best to maintain a certain image. While she was dating Good Charlotte lead guitarist Benji Madden, Paris often was photographed with a Mens Rolex Day Date on her wrist, clearly a sign of her affinity for Art Deco style. She may have been influenced by Benji’s passion for Rolex as well. In picture after picture, Benji could be seen wearing a Rolex wristwatch, including a Rolex Datejust and a Rolex Day Date President.

Called a “marketing genius” by Hayden Panettiere (the star of Heroes), Paris Hilton has always understood the key role in fashion of diamond jewelry and expensive watches, and she knows Rolex is the height of fashion. Even in a tough economy, Paris refuses to let down her Rolex standards. In the Paris Hilton Biography on, the writer describes her laissez-faire attitude at the Baselwood Fair: “Paris was in town to promote her new line of watches. As well as forgetting where she was, she also admitted she snubs her own line of watches in favor of watches by Rolex”. Paris Hilton is a marketing and fashion force only to a certain point: No matter what is at stake, she rolls with her Rolex.

This article was published by the MJ Rolex Watch Blog,, or in the U.K. at

The MJ Rolex Watch Blog is published by Melrose Jewelers,, USA’s largest online Rolex retailer. Melrose Jewelers is a member of the NAWCC (National Association of Watch Collectors), the MJSA (Manufacturers & Jewelers Association of America) and the California Sheriff’s Association. Melrose Jewelers is not an authorized agent or affiliated with Rolex USA, Rolex S.A., or Rolex International. All Rolex watches offered by Melrose Jewelers are Preowned; no new Rolex watches are available from Melrose Jewelers. Rolex Datejust, Rolex Oyster Perpetual, Rolex Day Date presidential and Rolex Oyster are trademarks of Rolex USA and a list of New Rolex Watch Dealers can be found at the Rolex website. Melrose Jewelers intends to complement the jewelry store offerings of Tiffany’s (NYSE: TIF), Zales (NASDAQ: ZLC), (AMZN), Blue Nile UK (NILE), and Signet (Kay Jewelers & Jared The Galleria) (SIG) with Rolex wristwatches.

About the Melrose Jewelers Preowned Rolex Standards:
The Preowned Rolex Awards were designed by Melrose Jewelers, America’s largest online Preowned Rolex watch retailer, in order to award Preowned Rolex retailers committed to excellence in product quality and product authenticity disclosure. The 2008 Preowned Rolex Awards Winners are: A and E Watches (A & E Watches,A&E Watches), Time and Gems (Time & Gems, Time&Gems), Portero, JomaShop (Joma Shop),Bernard Watch and Stein Diamonds. Watch Finder ( WatchFinder ), Second Time Round ( Second Time Around ), Dream Watches,, & Blowers Jewellers

Via EPR Network
More Apparel & Fashion press releases

Ernest Jones Announces The Launch Of The Classic American Watch Brand Ball This Autumn

Leading high street jeweller, Ernest Jones, has announced a new exclusive partnership with premier American watchmaker, the Ball Watch Company. A market leader in design, style and heritage, the Ball Watch Company has a long history of producing stylish, rugged and accurate watches which are historically famous for keeping America’s massive railroad network running on time and are trusted by global explorers and adventurers for their durability and consistency.

As the UK’s leading nationwide diamond and watch specialist, with well trained staff whose expertise are reflected in their customer care and product knowledge, Ernest Jones is perfectly suited to introduce this historic and timelessly fashionable watch brand into the UK.

Ernest Jones brand manager Stephen Gaunt is looking forward to the arrival of this prestigious watch brand from the US, “With one of the largest collections of premium watch brands on the High Street, Ernest Jones is delighted to announce this new partnership with Ball watches. The Ball Watch Company’s brand signature style of quality and durability fits well with the strengths of the Ernest Jones watch range and we are proud to introduce its strong heritage to the UK. We’ve already had a very positive response from our watch-enthusiast customers who appreciate the distinctive good looks of Ball watches.”

The Ball Watch Company was founded by Webster Clay Ball, an American jeweller and watchmaker. He was the first watchmaker to use time signals and in 1891 established precision standards and a reliable timepiece inspection system for US Railroad chronometers. At the end of his career, Webb C. Ball was overseeing 125,000 miles of rail tracks in the U.S.A., Mexico & Canada, having greatly contributed to the security of all railroad systems, using his knowledge of watches, timekeeping and his own, accurate timepieces to ensure that the trains ran safely and on time.

The self-proclaimed mission of Ball watches is to be on the wrist of every direct, no nonsense life adventurer in the search of his or her destiny. Single-minded in their commitment to this vision, the Ball Watch Company is focused on building superior watches that are designed for “accuracy under adverse conditions”.

Working in partnership with Ernest Jones, Ball Watches will bring a brand new spirit of adventure to the UK high street. Ball watches are available now at Ernest Jones.

About Ernest Jones
Ernest Jones, the Diamond and Watch Specialist, has over 200 stores and a retail website at Featuring a wide range of leading brand watches and high quality diamond jewellery, Ernest Jones also has a stunning selection of gifts for all occasions. Ernest Jones is part of Signet Jewellers Limited, the world’s largest speciality retail jeweller.

Via EPR Network
More Apparel & Fashion press releases

John Mccain Wears A Rolex Air King While Barack Obama Wears A Tag Heuer Carrera

John McCain wears a Rolex Air King while Barack Obama wears a Tag Heuer Carrera. Does John McCain wear his Rolex Oyster Perpetual just to seem like he is the President for the masses? Is a Tag Heuer really the proper watch for Presidential hopeful Barack Obama, the man of the people, the law professor and community organizer? Pictures suggest that Barack Obama has been wearing his TAG-Heuer Carrera Series 1500 Two Tone Divers watch since about 1995 until 2007 when he was gifted a chronograph watch from the Secret Service. At the same time it seems John McCain wore his Rolex Oyster Perpetual Air King, part of the Rolex Oyster Perpetual Datejust line, since about 1985. So why would these two presidential hopefuls, who could probably afford any watch made by man, choose these two particular Rolex and Tag Heuer watches? What exactly do the Rolex Air King and Tag Heuer 1500 stand for and represent today in American society?

The Rolex Air King wristwatch was first launched at the watch fair at Basel Germany in 1957. John McCain’s Rolex Air King features the marking “Precision” on it showing it has a screw-down crown and perfectly-sealed case back ensuring waterproofness. It is hence accurate and trustworthy. It is also labeled an “Oyster Perpetual” wristwatch as seen on its dial. Hence it has a self-winding movement and can be labeled as a somewhat generic luxury watch. Overall, the Rolex Oyster Perpetual line including John McCain’s Rolex Air King is the best selling line of Rolex watch and of all luxury watches ever produced by man. John McCain’s Rolex Air King can hence be considered a symbol of tradition, heritage, and conservatism.

What’s interesting to analyze is that, while some may feel John McCain’s Rolex Air King was one of the cheaper watches available on the market, at the time he most likely purchased it, circa the mid-80’s, the United States was recovering from an oil crisis and a war with Iran. Whereas the Rolex Air King sells for about $4200 new or about $2300 used from discount luxury watch sites such as Melrose Jewelers, mens rolex airking, today in 2008, it sold for about half that price in 1985 which, adjusted for inflation was actually more like $12,000 today. Hence the question could be asked, “Would you vote for a man wearing a $12,000 Rolex watch?”

With Barack Obama, on the other hand, his Tag Heuer Carrera series 1500 retails for about $1900 and in the mid-90’s when he likely purchased it cost about 2/3rds of that price. Inflation and economy-adjusted, the watch cost about $1200 in 2008 dollars. Hence the reality is that Barack Obama’s watch may have cost 1/10th of that of John McCain’s. Now do you still think John McCain is wearing his Rolex Air King because he is the President of the masses? Today America will make that decision, who will we, as hard-working Americans, support? Has Barack Obama somehow made frugality sexy? People are more apt to buy a hybrid Honda Civic then a Mercedes-Benz. They are also more likely to share their cheap habits openly with their friends and family. In 2008 the Rolex Air King and Tag Heuer Carrera are now equally priced and one thing is for sure, both these watches were carefully chosen as symbols of American freedom, tradition, and justice and Americans and citizens worldwide will be purchasing many of both for years to come.

This article can be viewed in its entirety at:

This article was published by the MJ Rolex Watch Blog, owned by Melrose Jewelers, USA’s largest online Rolex watch retailer,

Melrose Jewelers has the world’s largest information and education section guide about Rolex watches found here:

Via EPR Network
More Apparel & Fashion press releases