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Minase Watches launches a new limited series of 25 pieces: Horizon GEN DLC.

In Japanese, GEN is spelled with the kanji character “玄”, which offers several meanings such as depth, darkness, mystery or the color black. With this, these terms perfectly describe the new limited series, a Horizon clad in deep, glossy black DLC (Diamond like Carbon), alternating between brushed and polished areas.

MINASE WATCHES: THE DLC COATING (DIAMOND LIKE CARBON)

Minase has chosen the Horizon model as the ideal expression of this DLC finish. Inspired by the watch’s similarity to the horizon line stretching over the sea and designed with pure, simple lines.

The case, crown, indexes and buckle are DLC-coated. Secondly, this treatment enhances the hardness of 316L steel by depositing fine layers on its various components. DLC treatment offers a great resistance to scratches. It has a Swiss ETA 2892-2 movement.

THE JAPANESE KNOW-HOW

Still, the design of its sides is an influence by a Japanese sword, the Horizon watch combines the calm of the ocean with the strength of the Katana (the Samurai’s sword). Also, the case and bracelet appear on a single plane. The anti-reflective sapphire crystal perfectly follow the curve of the watch.

Therefore, the model will be available for viewing for the first time at the District Time Exhibition in Washington (March 2-3, 2024).

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The very first prototype case of the Pillow Watch, which lay on the table in Maurice de Mauriac‘s studio, caused a sensation. Everyone picked it up, weighed it, turned it around and asked: when will it come to life? For a long time, the answer was — soon! Soon is now!

MAURICE DE MAURIAC’S PILLOW WATCH: THE ANTICIPATION

The cushion case, voluminous and curved in every direction, is reminiscent of a pillow. That was the least harmless association while appreciating the powerful new creation from Maurice de Mauriac. The Pillow Watch is immediately visible on the wrist of a man who makes a statement and stands out. Every movement becomes a smart pose with such a distinctive timepiece. The arm in the line of sight of the eyes. The Pillow Watch is not just a timepiece. It is a titan of time.

The dial, designed by renowned Basel designer Fabian Schwaerzler, is deep and thick with luminous Superluminova blocks. They take the watch out of brutalism and light its way into modernity.

MAURICE DE MAURIAC AND THE CAMPAIGN’S SPIRIT

Photographer Philip Müller found the location for the campaign photos in the Hochhaus zur Palme, an architectural statement in Zurich just two minutes away from the brand’s Atelier.

Leonard Dreifuss enthuses: “Acclaimed actor and friend of the brand Peter Mygind immediately felt the Pillow Watch, was able to perfectly portray it and stood for the timepiece as if he were part of its sculptural grace. You can still feel and hear the breeze in the skyscraper that his movements left behind. They are proof of the effect of the Pillow Watch on and with a man.”

With the Pillow watch, Maurice de Mauriac enters a new dimension and adds a new shape to its ever-evolving portfolio. But not just a new shape: a shape that is not only suave by its rounded contours but also impresses by its brutalism.

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Google it: no other watch company celebrates colors like Maurice de Mauriac. The most recent creation from the Zurich-based brand associates emblematic urban culture to the iconography of a major tech company. The result? A très cool and chromatic timepiece.

WATCHES@ AND THE AUTOMATIC MODERN ZÜRI DATE

The latest revelation from this Zurich-based watchmaker. The Automatic Modern Züri Date Limited Edition, a timepiece that encapsulates the intersection of Google’s color palette and Zurich’s tram culture.

And then, the announcement of this exclusive release for the WATCHES@ collective, comprised primarily of Google employees, marks a fusion of design and homage to urban identity.

MAURICE DE MAURIAC: COLORFUL AS THE TRAMS OF ZURICH

Lastly, the dial of the Automatic Modern Züri Date Watches@ Limited Edition can be chosen based on the city’s essential tram colorways. The 50-piece run is limited to 10 units per color. Green like tram number 8. Yellow like tram number 13. Red like tram number 2. Blue like tram number 9 and Black like tram number 7.

Equally important, the watch doesn’t just display time; but also honors Zurich’s linguistic and cultural heritage. Days of the week, etched onto the dial in charming Swiss German dialect, accentuate the city’s distinctive personality. What’s more, each letter is adorned with a different hue, infusing every moment on the wrist with individuality.

As a result, it’s about carrying a piece of Zurich’s essence, a celebration of color and culture, wherever one ventures.

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L3 Gold Edition: this remarkable series marks a pinnacle in Maurice de Mauriac‘s legacy, epitomizing the brand’s commitment to pushing boundaries. Crafted in Zurich, Switzerland, these timepieces showcase the touch of Midas’ allure.

As fashion cycles turn and trends evolve, gold stands the test of time and flaunts individuality in every tick. Gold has been the precious metal par excellence almost since the beginning of human kind. Today it is even more of a safe value, given the volatility of financial markets.

ELEGANCE AND INDIVIDUALITY

What makes the L3 Gold Edition an absolute game-changer? Unparalleled uniqueness: only one of each design exists worldwide, making it the ultimate definition of exclusivity. Each precious red gold case of the five L3 Gold Edition timepieces exudes elegance and individuality — paired with beautiful dials in Emerald Green, Cherry Blossom, Opalescent White, Spheric Blue, and Spheric Brown. Also, to make it even more unique, the owner can choose between manual-wound or automatic bespoke movements.

The journey of each chronograph involves meticulous attention to detail. From the individual casting, precise grinding and hand polishing of the gold cases to the customization of solid gold pushers and producing highly original minimalistic dials: every step embodies Maurice de Mauriac’s commitment to excellence.

L3 GOLD EDITION ON THE SCREEN

This series have been featured on the wrist of acclaimed actors Peter Mygind (already an old friend of the brand) and Tabita Johannes, who have been starring in the series Neumatt on Netflix and for television.

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