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Thursday, 3 November 2011

LINDE WERDELIN An InDepth with Jorn Werdelin part1

My thanks to Jorn Werdelin, co-founder of Linde Werdelin Instruments for taking the time to answer my questions and for offering us this rare insight into Linde Werdelin . . .

Thank you Lex! It is my pleasure.

Had you always been involved horology? What was your first experience with a wristwatch?

I have always been surrounded by watches! Growing up, my parents and grandparents owned jewelry stores in Denmark. I still remember when I received my first watch, I was 5 years old and my grandparents gave me a Timex diving watch with a plastic bezel as Christmas present.

What’s the story behind your partnership with Morten Linde? What were you guys doing for a living before you set up LW?

Morten and I have been friends for many years, at least since primary school when I was 6 years old. After school we took different paths, Morten started his brilliant designer career and I worked in banking. Despite each one going his own way, we always kept in touch as we share many interests namely watches and sports which brought us together to create Linde Werdelin 30 odd years later.

What lead you to start up your own watch company?

Everything started in 2002 when Morten asked if it would be possible to design a mechanical watch with attached digital functionality as we are both into sports but we could never find a high end watch that would provide us with both functionality. Hours of discussions between us sparked such an enthusiasm that we decided to take it to the next level. Not long after, we setup a number of meetings with watch industry professionals to discuss how we could manage to create such a timepiece.

In those days what was on the wrists of the two founders of Linde Werdelin? What types of watches were you interested in? What brands were you wearing?

We always enjoyed spending our time doing sports namely skiing and diving. The watches we have been wearing prior to Linde Werdelin’s existence were high end sports watches. Morten and I have both been collecting watches for many years such as Audemars Piguet, Rolex and Patek Philippe.

Where did you look to for inspiration, when you were designing your first model? What brands if any, and what kinds of design philosophies influenced you?

Morten and I, for that matter, are fans of the ‘70s Gerald Genta designs. Having said that, Linde Werdelin watches have their own unique style that to me sets them apart from the classic sports watches in the industry but still belong to a particular design vein that makes them appealing to lovers of sports watches and ones who are looking for a watch with an advanced design.

The functionality element of Linde Werdelin watches and the fact that it is a modern sports watch with no history record resulted in this design. I guess Morten is a bit better in discussing the design aspect of our watches than I am, but we wanted to create a modern sports watch and stay true to Danish craftsmanship and design, which is functional.

What other brands would you compare yourself to?

I do not think we can compare Linde Werdelin with other brands. LW is different to any other brand out there crafting high end, technologically advanced sports watches and precision digital instruments.

What kind of person buys a Linde Werdelin watch?

There are two kinds of customers. Those who are general sports oriented people who use their Linde Werdelin instruments for everyday training such as their bicycle training, jogs, swim, even hiking and trailing. Of course, The Reef is a much more technical instrument than The Rock and requires actually diving to operate, but The Rock is becoming an accessory for many sports.

The second customer profile we have identified is people passionate about watches and this passion is certainly the driving force of the company for both the watches and instruments. Value and quality are very important for us and I believe that that comes across in our products. I also think people generally like the fact the brand philosophy itself is innovative.

LW offer a free 5 day test drive on all their watches; please could tell me how this idea came about? How does it work? Do customers receive a demonstration model? What kind of feedback have you had from customers?

We were one of the first brands to start selling online and especially for countries we had no partners in, this proved and still proving to be a very successful strategy. We wanted to act in a total transparent policy, that’s why we created our 5 day Trial Program. We are proud of our product and now customers can have their own idea of the product, at no obligation. Creating such a program needed of course to be hassle-free for the customers wanting to take advantage of it.

By simply completing a short loan form on LindeWerdelin.com, we ship the chosen watch model and instrument to be experienced and enjoyed for five days. There is a holding guarantee which is released the moment the timepiece is safely returned to us and there is no obligation of purchase. The send out and collection are all arranged by us to make the whole experience as hassle-free for the recipient as possible.

The idea of the Trial Program has been incredibly well received giving the option to customers where we are not present in to see and experience the LW watches from up-close. Equally though, we have seen people opting for the program in countries or cities where retailers are present. It is an opportunity to try a watch from the comfort of your home rather in a busy store.

LW watches initially were only available online from LW. But now LW have partnered with a number of retail outlets across the United States and the rest of the world? Please talk a little about this new strategy . . .

As I mentioned earlier, we were one of the first brands to start selling online and especially for countries we had no partners in, this proved and still proving to be a very successful strategy. As the brand grows, we are receiving more and more recognition in the industry and have retailer partners.

We work closely with our retailers and even direct customers to them from online. Online sales has been one of the ‘hot’ topics ever since a lot of brands started selling online, we are actually in a better position than many of the big brands the reason being that we started growing our online business along with our retailing channel in a total transparent policy.

I remember reading an article on the subject and I think Maximilian Busser’s of MB&F quote sums it up well: “The Internet will never kill the brick and mortar store, but everyone will be using the Internet – and no one can stop them – so maybe the retailers should think of how to reinvent themselves in this new era”.

There are few watch companies, who truly know and understand ‘new media’ such as blogs, e-magazines and online discussion forums the way that LW does. Please talk a little of your personal experiences with them and the benefits to both LW and its customers. If I remember correctly the first time we spoke was via Watchuseek.

Indeed it was via Watchuseek! Linde Werdelin has embraced the online world as the online world embraced Linde Werdelin alike. People nowadays are very savvy about the objects they desire but have little time. Blogs and e-magazines have helped towards giving people knowledge, the option to read various opinions about the same product and then make an informed decision.

What I have also found very interesting at the beginning of this, was the speed with which things happen online. Whereas the same action in print would have perhaps taken triple the time; that said though I do not think that online media will ever replace print, like TV didn’t replace radio, they will coexist as they already do.

An advertising campaign featuring comic book illustrations, a collaboration with a tattooing legend and collection of edgy mechanical sports watches that can be integrate with digital technology . . . How important is it for LW to be perceived as a 'cool' brand?

Linde Werdelin’s idea and concept is unique in the industry so all we cannot but differentiate ourselves from what is already know and seen. We do not follow trends, we have our own way and pace of doing things and focus on creating well thought quality and functional timepieces and digital instruments.

In terms of communication, this means moving away from anything that has to do with traditional way of product advertising and instead going for a lighter and fresher approach which does not necessarily use a product, but rather a beautifully hand-drawn illustration. The result is non-intrusive, engaging and aesthetically pleasing.

How did the collaboration between comic illustrator Dominique Bertail come about? Why chose such a medium?

The illustrations of Dominique Bertail are included in our complete brand image from catalogues, to advertising visuals, to our online appearance. Since it was first introduced, it has been very successful and gives us a unique communication approach setting us apart from anything previously done in the industry.

The effectiveness of the illustration branding has been proven by the interest and coverage we get from the press and the customer around the characters and the stories. It also gives us a unique visual recognition (hand drawn illustrations) when other companies might get lost in the same campaign direction using similar photographic themes.

to be continued, stay tuned for part2 . . .

2011 Nissan Quest LE Passenger Van

2011 Nissan Quest LE Passenger Minivan Vehicle Performance

Engine: 3.5L V6 DOHC with variable valve timing and four valves per cylinder
Unleaded fuel
Fuel economy: EPA (08):, 19 MPG city and 24 MPG highway
Multi-point fuel injection
20.0gallon fuel tank
Power (SAE): 260 hp @ 6,000 rpm; 240 ft lb of torque @ 4,400 rpm

Mat's qp 3

This qp was made with my New kit.

Download here

Wednesday, 2 November 2011

BALL Watch Co. ENGINEER Hydrocarbon DeepQUEST

By TLex With the watches just now starting to filter out onto the market, now seems like a good time for second look at the new Ball ENGINEER Hydrocarbon DeepQUEST. Constructed from a single block of Titanium, water-resistant to 3000 meters, shock resistance of up to 7,500Gs and equipped with a rotating bezel that features Ball's new patented setting system, SafetyDIVE®; this is Ball's most advanced dive watch to date . . .

From Ball Watch Co. Engineer Hydrocarbon DeepQUEST - The watch that cast off deep ocean darkness and puts on the armor of light - Holder of several constant-weight free-diving world records and World Champion 2011, Guillaume Néry joined the BALL Explorers Club in 2006. This arrival was therefore for BALL Watch the opportunity to focus its efforts on the development of a line of timepieces implementing the brand's watchmaking expertise for underwater diving. BALL diving watches were previously included in the 'Engineer Master II' series. However, the concentrate of watchmaking technology in the new Engineer Hydrocarbon DeepQUEST means that this explorer’s watch fits naturally in the 'Engineer Hydrocarbon' family

To swim in complete freedom with dolphins, discover the world's deepest underwater gorges or swim beneath the ice are just some of the exploits achieved by Guillaume Néry. In his own words, these are the sort of dreams that the oceans allow you to fulfill. For an enthusiast of the aquatic world, such as Guillaume Néry, a diving watch is the sole personal object that he takes with him when he sets off to explore the world’s seas. The planet's last unexplored frontier, the oceans provide man with the possibility of entering an ecosystem of exceptional wealth and which is the cradle of the life itself on Earth.

By raising the water resistance of the new Engineer Hydrocarbon DeepQUEST to 3,000 meters, the BALL Watch engineers have achieved a spectacular new technical feat and have pushed back the boundaries of their expertise. This exceptional water resistance has been made possible in particular by machining the entire case out of a single block onto which the bezel is directly screwed. This construction reduces the potential interfaces liable to warp under the effects of water pressure. Strengthening the crown seals, generally considered the weak point of a watch in terms of water resistance, has contributed to avoid any entry of water when it is maintained in the screwed-in position. The final aspect of this protective array is the anti-reflective sapphire crystal with its thickness raised to 5.3 mm and an automatic helium release valve.

The generously proportioned titanium case as well as the wide dial opening and its streamlined design also enable immediate and clear reading of the timepiece's indications, another essential feature of any diving watch. The rotating bezel is equipped with the new patented setting system SafetyDIVE® that allows the diver to count down with a half-minute precision its immersion time. Its unidirectional rotation is also an additional source of safety in the event of its accidental movement while in the water. The rigorous accuracy of this model is provided by an automatic chronometer certified caliber ETA 2892.

The dial and the hands are fitted with gas micro tubes, the iconic signature of all BALL watches, to ensure perfect legibility. Until 100 times more efficient than the use of conventional luminescent paint, this Swiss technology ensures perfect luminosity without the need for any external source of light or energy. The patented design of the three-dimensional luminescent vision of the indexes illuminates the dial in blue, the last color which remains visible in the darkness of the deep.

The tapered stainless steel and titanium bracelet, with the BALL patented folding buckle and extension system, mean the watch can be easily and safely worn on the wrist even over a diving suit. Loyal to the exceptional characteristics of its collection, the Engineer Hydrocarbon DeepQUEST has a guaranteed shock resistance of up to 7,500Gs and an antimagnetic endurance of an intensity of up to 4,800A/m. Delivered in an authentic waterproof case that also contains a genuine professional signaling diving buoy, this timepiece is clearly intended to become the instrument of reference for the underwater exploration.

Robust beyond compare, record water-resistance, resistant to even extreme shocks and magnetic fields, absolute reliability and accuracy in even the most adverse conditions: the Engineer Hydrocarbon DeepQUEST is definitively the watch of all superlatives. Today, more than ever, BALL Watch is continuing its journey and asserting its role as a key protagonist in the evolution of watchmaking history.

MOVEMENT Automatic caliber ETA 2892, chronometer certified C.O.S.C

FUNCTIONS 3 micro gas tubes on hour, minute, second hands and 12 patented rectangular micro gas tubes on dial for night reading capability Automatic helium release valve, shock resistant to 7'500Gs anti-magnetic to 4,800A/m, water-resistant to 3'000m/9'850ft, hours, minutes, sweep seconds and date

CASE Titanium single block case Ø 43mm, height 16mm SafetyDIVE®, unidirectional rotating bezel with patented setting system 5.3mm anti-reflective sapphire crystal, screwed-in crown

BAND Tapered titanium and stainless steel bracelet with patented folding buckle & extension system or Rubber strap with standard buckle

DIAL Black or silver