News After a lengthy period of inactivity, Marvin is back in business with Jean-Daniel and Cécile Maye at the helm and a strong determination to make a mark in a middle-of-the-range segment deserted by competitors.
After selling more than seven million watches since its creation in 1850 and employing at the height of its success – in the decade between 1960 and 1970 - nearly 400 people in La Chaux-de-Fonds, Marvin gradually disappeared from the watchmaking scene before falling completely off the radar at the beginning of the 1990s. Bought from Les Manufactures d'horlogerie suisses réunies (MSR) by the team that assured the success of Nina Ricci watches – in other words the Neuchâtel company Time Avenue owned by Jean-Daniel and Cécile Maye – the brand is today making a notable comeback.
With a preponderance of men’s watches, the new collection is being launched for Christmas 2007 in around fifteen countries, mainly in Asia and the Middle East, but also in Switzerland, Russia, Greece and Turkey. Other markets, particularly European, will follow in 2008. It will then be the turn of the United States. Target consumers are young adults more inclined to pleasure than prestige who do not necessarily wish to spend a fortune on an authentic and offbeat product. And on this point it should be noted that the prices themselves are rather pleasing: from 480 to 1,280 francs for a quartz watch (ETA and Ronda movements) and from 980 to 3,600 francs for a mechanical watch (Sellita and ETA movements). It is pleasing to note also that for every watch sold, Terre des hommes will receive eight francs, eight being the brand’s lucky number.
Among the 46 models proposed for the new Marvin watch collections, three in particular attract the attention: the square M109 model, the round M104 model and the rectangular M014 model.
For the M109 model, the interplay between square and circle creates a dynamic impression of constant motion. The contrast between the steel or rose gold PVD treated case and the structured nuances of the dials creates an effect that is at once soothing and stimulating. Upbeat and generously dimensioned numerals give the M109 a special vitality and verve. Under an open heart, the automatic movement, like branches of coral resting on a mineral base, lays bare its treasures of Swiss precision and expertise. The meticulously crafted case sparkles thanks to a juxtaposition of polished and satin-finished surfaces which extends even to the horns. Equipped with a pin buckle, the matt leather strap radiates modernity and unveils its red interior. The links of the steel bracelet with its inclined facets find an echo in the bevelled horns of the case.
On the M104, the curves traced by the contrasting polished/satin finish of the steel or rose gold PVD case are sensual to the very tips of the horns. Timeless and classic, discreet and modern, this round watch appeals through its ideal proportions and its perfect forms. The black or ebony matt leather strap, smooth and supple, blends harmoniously with the dials. The faceted hands are coated with blue Luminova and the generous hour indexes accentuate the delicate sweep of the seconds. The date and power reserve add the finishing touch to a perfectly balanced dial.
Lastly, with the M014, Marvin rewrites the genetic code of the mechanical jumping hour: thanks to a bold system featuring two quartz movements, time now becomes even more dynamic. The M014 is equipped with a second crown whose sole function is aesthetic, to stimulate the imagination. Additional proof that this watch does not take itself seriously… or rather that it is seriously different! This second crown also shows a desire on the part of designers to obtain perfect equilibrium. Each line is carefully studied to give the M014 the fluidity of a finely honed timepiece. Decorated with an applique hour circle, the minute and second counters seem to float outside gravity above dials of exquisite purity: swirling grey, structured black or elegant off white. In steel or rose gold PVD, the rectangular case is generously dimensioned. Its character is delicately revealed through a host of nuances stemming from the interplay of polished and satin finishes, the leather strap with its red edging and the sapphire crystal.
December 03, 2007
