It isn’t hard to argue that a watch originally designed for polo players has become one of the most lasting avant-garde watch models thanks to revived production during the turning point of the quartz crisis.

Why the Reverso is the Most Persistent (and Successful) Avant-Garde Watch.

Audemars Piguet’s hiring of Gèrald Genta to design a masterpiece proved to be a fateful moment in watchmaking history, as the Royal Oak remains of the most revered watches on the market. 

Horological Archetypes: The Royal Oak

The unique brand has had an outsized impact on the industry through its experimentation with new materials in all watchmaking aspects.

Richard Mille: A Persistence for Material Science Innovation

Although not the first dive watch, The Sub, and especially Reference1680, has eternally secured itself the title of the ultimate dive watch.

Horological Archetypes: The Rolex Submariner

VC’s reference 4240 triple calendar, quantième complet, QC formed the basis for the top watchmaker’s later movements and represents the height of a gone era of triple calendars.

Horological Archetypes: Vacheron Constantin 4240

High water resistance does not need to compromise style or size, and the engineering requirements are surprisingly straightforward.

Every Watch Should Be a Dive Watch

Harking back some 60 years, collaborations between watchmakers and artists produced some of the most special editions, likely to be expanded with new technologies and creative implementations.

From Watch to Wearable Art

Luxury watches are a force to themselves, so how can small brands compete against such behemoths, or is the competition an illusion in the first place?

David vs Goliath: Can Microbrands Compete with the Big Brands?

Just over hundred years after its creation, the Tank has everything a horological archetype requires: legends surrounding its original design, dozens of iterations, and countless imitations. 

Horological Archetypes: The Cartier Tank

Younger collectors see something special in Breguet, even though it’s been there all along.

The Resurgence of the Iconic Breguet

In his Horological Archetypes column, watch expert Allen Farmelo illuminates how and why a specific watch gave rise to enduring norms across the watch industry.

Buyer's Guide

Why the reverso is the most persistent (and successful) avant-garde watch.

Horological archetypes: the royal oak

Richard mille: a persistence for material science innovation

Horological archetypes: the rolex submariner

Horological archetypes: vacheron constantin 4240

Every watch should be a dive watch

From watch to wearable art

David vs goliath: can microbrands compete with the big brands?

Horological archetypes: the cartier tank

The resurgence of the iconic breguet

Horological archetypes: the patek philippe calatrava