Tuesday, August 18, 2009

CERTINA DS 1 Automatic – Limited Edition Launch

Reliability, precision and innovation have underlined the Certina philosophy since 1888, year of the foundation of the company by the Kurth Brothers. In 1959, Certina developed its famous Double Security DS system, to bring to its watches exceptional sturdiness and outstanding water resistance. From its earliest days, the Swiss brand made a strong commitment to motor racing and action sports, and proudly placed its name next to illustrious champions such as Muhammad Ali, Mike Doohan, Alex Crivillé, Petter Solberg, Sete Gibernau and Thomas Lüthi. In 2005, Certina became Official Partner of the team then known as Sauber Petronas, and since 2006 has stood behind the BMW Sauber F1 Team and team driver Robert Kubica, its brand ambassador inside the team. A subsidiary of the world's largest international watchmaking organisation Swatch Group, Certina is currently world leader in the sport watch segment priced between CHF 300.- and CHF 2,000.-, and is represented in more than 60 countries.

For the past fifty years, the letters “DS” have contributed greatly to Certina's reputation. They are at once symbol of quality and keepsake of the first DS1 collection launched in 1960. On the occasion of the official anniversary of the Double Security Concept, the Swiss brand launches its new DS1 Automatic, an exclusive timepiece which allies to perfection “retro” inspiration and decidedly contemporary influences. Along a sport-classical ideology, the new DS1 prolongs the DS legend with unique evocative power, and notes of great sobriety and elegance. Produced in a limited edition of only 5,000 units, with the mention “Certina DS 50th Anniversary” engraved upon its self-winding oscillating rotor, this model is intended for connoisseurs with an appreciation for culture and things of beauty.

The legendary success of the DS1 rests squarely upon the celebrated Double Security Concept. This unique system of movement protection perfected in 1959 by CERTINA draws on the strong echoes of numerous scientific expeditions that provided a perfect testing ground for its watches, with the first DS1 outings in 1960 in the Himalayas. The present jubilee is the ideal occasion to highlight how the brand's worldwide reputation was built from its strong spirit of innovation and rigour.

The new CERTINA DS1 Automatic comes to us with updated good looks: sporty, elegant, captivating, a perfect blend of “retro” and modern designs. Its down-to-essentials aesthetics exude an exclusive power of expression that charms with sobriety and class. Its satin-finished watch case without bezel allows for maximum visual opening and clarity. The anthracite-coloured, sunburst-finished dial surface is rimmed with fine seconds graduations, and strikes a subtle final harmony by the addition of two perpendicular lines that cross at its centre, next to a mention of its special status as a limited-edition timepiece. The HM hands and sculpted appliqués are surrounded by a raised sloping rim showing minutes. The rounded anti-reflecting sapphire crystal brings a note of simple elegance, and the crown is decorated with the former, traditional CERTINA logo, for a look back at history. A brown leather watch strap is standard with the new DS1. It is also equipped with an automatic movement visible through the transparent case back, and its oscillating self-winding rotor is engraved with the mention “Certina DS 50th Anniversary”. Each DS1 Automatic is inscribed with its own individual serial number, and is delivered in a special display case, complete with certificate of authenticity.

1 comment:

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