We often talk about brand promises, something that a brand needs to fulfill to satisfy customer expectations. So what does a wrist-watch promise to you? It is a stylish, accurate time keeping machine, isn’t it? How about Hautlence’s Playground Labyrinth? A wrist-watch that is NOT designed to show you time. It is for something else; it is appealing to your need to take your “time off” and be yourself.
Hautlence has been a luxury Swiss watch maker since 2004. The company is well-known for its eccentric and rule-breaking designs for its time pieces. The Playground Labyrinth model actually contains a miniaturized mechanical maze game that places a platinum ball inside the watch, with which people can play around like a labyrinth game. The whole idea of this watch is not to show you time, but to let you take your time off and enjoy being yourself.
The brand is being promoted as a “useless yet entirely essential object”. As Reginelli, the co-founder explained, labyrinth was an old game that people played in their childhood— so the wrist-watch is a throwback to the good-old time when we were young and cheerful, and let our imaginations ran wild and disconnected ourselves from the world. So what Hautlence is presenting here is a new vision of time that doesn’t show the time, so that people can disconnect and embrace this dimension where they decide what they want to do.
The price is around 9,000 British Pounds per piece, and only 36 pieces are offered for sale. Surely it’s a great collector’s item, and a superb example of branding to the extreme.
. (photo credit: http://www.hautlence.com)