Unsurprisingly, a large and important part of the business of selling luxury watches is marketing. Watch brand marketing comes in many guises. Some brands beat you over the head with adverts, ambassadors and images of places you’d rather be. Other brands rely on a more subtle approach, creating a feeling of exclusivity and prestige. The best marketing accurately represents the brand. Not only the watches, but the company and the people who work there. Few brands are as successful in this regard as Glashuütte favourites – Nomos. In fact, very few brands are as comfortable as Nomos with being self-referentially playful with their marketing (I mean come on – clearly this dial is grey, why call it blue?), but with watches this good, you can afford to have a little fun.
Case in point – the latest update of the Zurich Weltzeit (AKA the Zurich Worldtimer) ‘True Blue’. By the way, this is clearly a watch made for the Australian market. Why else have the dial in “true blue”, which is we all know is a patented Australian pantone? If you’re at all confused by the last sentence click here.
When the Zurich Worldtimer was first released it made waves for its clean and clear implementation of the often confusing world time watch. You see that little disc at 3, adjacent to a little red house icon? That’s your home time. Tell me your heart doesn’t warm a little to that nuanced design touch. (Well, it’s either your house or it’s a Monopoly hotel….) Set the disc for your home time, and when you get off the plane in exotic locations hit the button at 2, which will simultaneously advance the city (as shown at the 12 o’clock position) wheel and the hour hand. No more fiddling with bezels or resetting crowns. Just click until you hit the right city and you’re good to go. Genius.
Note. This isn’t strictly a true world timer, because it doesn’t simultaneously display times all over the world. Rather it’s a GMT with a city indicator, and a very nice one at that.
Nomos Zurich Worldtimer True Blue- Australian Pricing and Availability
Aside from the stunning blue dial and the Monopoly hotel, what else has changed in this new, Nomos Zurich Worldtimer ‘True Blue’? The price certainly hasn’t – it will be available from Nomos’ site as of October for $6300 AUD. But, surprisingly, considering the price freeze, the movement has had a significant upgrade. It now features Nomos’ brand spanking new, completely in house, Swing System escapement – making it a true manufacture watch.