SIHH 2012 Preview: Baume & Mercier Capeland Flyback Chronograph

Yesterday we launched the first post about the new watches that are being launched at the Salon International de la Haute Horlogerie (SIHH) will start again, where 19 brands will be exhibiting their new marvelous watch collections. And, Baume & Mercier just released the pictures of the Capeland Flyback Chronograph 42mm in stainless steel with black dial.

Baume & Mercier Capeland Flyback Chronograph

Baume & Mercier is a real watch brand that has been founded in 1830 and has seen many faces. The last couple of years they went back to the basics and in 2011 they presented a complete new face of the brand and it’s collection with the following four families:

– Linea (Ladies Collection)
– Capeland (Male Mechanical Collection)
– Classima (The Classic Collection)
– Hampton (The Rectangle Collection)

This year we already guessed would be a consolidation year and the launch of the smaller version of last year’s flagship model: The 46mm Baume & Mercier Capeland Flyback Chronograph with reference 10006.

Baume & Mercier Capeland Flyback Chronograph Automatic

It was a logical and we dare to say wise move to make such an elegant and historic piece in a smaller version. The 2011 version with a white dial is 46mm and this years edition is a more modest 42mm, like all the other Capeland models in the collection. Both models are inspired by the original version from 1948!

Each part of the self-winding movement with the great flyback chronograph function, which is manufactured by La Joux Perret, is visible through the sapphire crystal case-back, including an open-worked rotor, with the” Côtes de Genève” design finish and snail décor, with the Greek Phi letter, which Baume & Mercier uses as their logo.

2012 Baume & Mercier Capeland Flyback Chronograph

Baume & Mercier expects to deliver the first pieces of this elegant timepiece during Spring this year. But as a WatchFreak you know all Swiss Watch Brands have huge back logs, therefore please contact your Authorised Dealer to reserve yours:

The Americas: Tourneau at phone number: +12127587300.

Latin America: Berger Joyeros at phone number: +525556161594.

Europe: Ace Jewelers at phone number: +31205711560.

Middle-East: Baume & Mercier Boutique The Dubai Maill at phone number: +97143398880.

Asia: King Fook Hong Kong at phone number: +85228903733 .

Australia: Watches of Switzerland at phone number: +61 2 9251 0088.

Stay tuned for more SIHH 2012 news and please share your opinion about these new timepiece here below.

How many lives does Rodolphe have?

On October 19th, 2009 I wrote the article here on WatchFreaksBlog.com: “Legendary Watch Designers: Rodolphe” after he announced that he was leaving Franck Muller’s Watchland.

Last week I received a press release that Rodolphe Cattin started a new watch company: Manufacture Rodolphe Cattin together with Thomas Meyer and I could stop and wonder how many professional lives Rodolphe has…

 

 

 

 

 

 

 

 

 

 

I will spare you and not copy the complete press release in to here, you can download the PDF here.

WatchFreaksBlog.com contributor Motomax summurized Rodolphe’s professional life as followed:

“Rodolphe Cattin comes from Porrentruy and was schooled at the School of Applied Arts in La Chaux-de-Fonds. He worked through stints with watch brands like Omega and Tissot before he started to work for Longines. A rebel at heart, he started first his own design company, Rodolphe & Co., which did design work for other parties. His second company, Rodolphe Montres & Bijoux, presented its first watches, bearing the name Rodolphe, in 1996. In the fifteen years of its existence Rodolphe grew: it was established in Le Bois and in La Chaux-de-Fonds, where a workforce of around twenty produced 1000-2000 watches a year.

In April 2005 the Franck Muller Watchland group (FM) took over both companies (Rodolphe Cattin stayed on, also as minority shareholder). At the time of the take-over the Swiss watch industry was in full bloom. Rodolphe was considered to be another extension of the fast-growing FM and Rodolphe Cattin had great hopes to expand further under the wings of the much larger group. Then the Credit Crisis struck, but even before the crisis FM was already in trouble because of a nasty conflict with the Swiss tax authorities. The crisis made a bad situation worse and FM’s board had other things on its mind then caring for Rodolphe.

In October 2009 Rodolphe Cattin left the watch industry after a series of disappointments, with feelings of sadness. However, someone like Rodolphe Cattin cannot sit still and this month he announced his return to the watch world with the launching of the Manufacture Rodolphe Cattin (MRC), co-founded with Thomas Meyer.”

 

 

 

 

 

 

 

 

 

 

MRC will attach more importance to its ladies’ than to its men’s collections (60/40). The first MRC watches will be presented in January in Geneva, but there will be a single pushpiece chronograph, dual time versions and various tourbillons in the men’s collection and spectacular diamond-studded ladies’ watches with mother-of-pearl dials.

All of us at WatchFreaks wish both Rodolphe Cattin and Thomas Meyer good luck with their new manufacture and can’t wait to see the watches in real life.

SIHH 2011 Trade Show Review

It has been a while since I have written a nice blog post here. I love watches and really like to speak & philosophize about them, I regret that I lack time to share my thoughts here with you. As you might know I am blessed to have a chance to make a profession of my passion: I work at Ace Jewelers. Since our online activities took of in 2009, I have to focus my attention there. I regret that I could not write an objective trade show review anymore.

Might you be interested in IWC, Baume & Mercer and/or Montblanc watches, please visit the Ace Jewelers Blog:

– Team Ace SIHH 2011 Trade Show Review: IWC Watches

– Team Ace SIHH 2011 Trade Show Review: Baume & Mercier Watches

– Team Ace SIHH 2011 Trade Show Review: Montblanc Watches

For a video of my visit to the 2011 SIHH Show, you can visit http://www.AceJewelers.TV or just click play here below:

And, if you just want to see pictures of the newest watches, please visit Ace Jewelers’ Flickr photostream: www.flickr.com/acejewelers

I will try to write independent and objective posts from Basel in this blog, but I hope you understand and respect the fact my priority lies at Ace Jewelers… This post is not intended as promotion for Ace… This blog is truly objective and therefore we don’t have any sponsors and/or banners on this blog… My intention is to keep it like this 🙂

Combine Film & Watches: Short Film Competition

Take a true look at Fakes
Art and Creativity in the fight to end counterfeiting – Short film competition
By: Fondation de la Haute Horlogerie (FHH)

Courtesy: phoenixsunmedia.org

As part of its mission to inform, the FHH is actively involved in raising public awareness of the risks and implications of counterfeiting. After its “Fake Watches are for Fake People” campaign (read article by WatchFreaks editor RJ @ FratelloWatches.com), the Foundation is launching a short film competition using the web, where many counterfeit products are sold.

The FHH is convinced that art can give its message greater impact, and is inviting you to make your short film on the theme of counterfeiting.

The shortlisted films will be shown at hautehorlogerie.org where visitors can vote for their favourites and share their selection on their Facebook and Twitter accounts.

The two winners will receive a timepiece by a Fine Watch brand:

* Jury Prize – awarded by five personalities from the world of art and film.

* Public’s Prize – awarded by online voting (voting open from March 1st to April 15th).

The two winning films will be shown at festivals, and will be the highlight of a gala evening in Lausanne.

How to take part

Counterfeiting: an economic scourge

Counterfeiting plagues every sector of industry. The global market in counterfeit goods is equivalent in value to almost 7% of world trade.

Today’s “second-generation” counterfeits create an almost perfect illusion, making it harder for end customers and distribution networks to identify them as fakes.

Counterfeiting amounts to nothing more than theft. It is the misappropriation of expertise, creativity, continued investment and the image a brand has forged over time.

See “Counterfeiting” on the FHH website.

See “Fake vs. Replica” on WatchFreaksBlog.com.

Breaking News: IWC SIHH 2010 Novelties

Happy New Year to all you WatchFreaks. Thank you for your support in the last year. It seems 2010 is going to be an innovative watch year 🙂

There have been speculations about a new IWC Yacht Club and a new IWC Grande Complication…

I just received the newest Europa Star Magazine in the mail and what a great way to start the new year!

Ofcourse I have to share the article with you, so hereby a scan of the article with TWO pictures:

New IWC Watches SIHH 2010 (Source: Europa Star Nr. 298 6)

You are seeing it correctly… The new IWC Yacht Club became a Chronograph… In a Portuguese version… This is the long awaited waterproof Portuguese Chronograph… WOW! Can’t wait to see it in person on January 18th… 16 more nights to go 😉

And, how beautiful: A Retrograde Portuguese Tourbillon Mystere by IWC. I fell in love with the Portuguese Tourbillon Mystere when it came out three years ago… I love the cobalt grey dials of the white gold IWC watches… And The retrograde date is splendid. Beautiful composition in my opinion.

I hope to receive the official pictures in less that two weeks and then we will post them here, for now I hope you enjoy the article (click on it for full size).

Legendary watch desingers: Rodolphe

About a year ago Boon wrote an article about one of the mostly legendary watch designers alive: “Have you heard of Rodolphe Cattin?”

 

Yesteday evening Rodolphe Montres et Bijoux SA sent a urgent media alert: “Rodolphe Cattin leaves the Franck Muller group”. This made me think, did he sell his soul and regained it? Or, is there seriously something wrong in Watchland? First Franck himself wanted to leave after a fight with Sirmakes. Then came back. Now Rodolphe himself sent the following message in to the world:

“Founder of the Rodolphe Montres & Bijoux watch company and of the Rodolphe & Co design studio – two entities owned by the Franck Muller group – Rodolphe Cattin has decided to quit all his operational activities within the group as of the end of October. He will remain a minority shareholder in both companies.

Rodolphe Cattin made the following comments regarding his decision:

 “It is with a mixture of sadness and relief that I am leaving the group with which we became associated four years ago, because I no longer sense that the group has any wish to develop the brand bearing my name. The same is indeed true of all the other ‘small’ brands within the Franck Muller group.

 The early days of our cooperation with the Franck Muller certainly did not suggest such an outcome. For the past four years, I have poured all my energy into this magnificent adventure and our tight-knit and motivated team was able to accomplish some excellent development work during the first two years of the partnership, resulting in particular in the Watch of the Year award won in 2006 for the Instinct Chrono model, followed by a second prize in 2008. However, these tokens of recognition did nothing to consolidate the Rodolphe brand’s position within the group. On a more global level, conditions have steadily deteriorated and it is now quite obvious that the group CEO, Mr. Vartan Sirmakes, has chosen to devote his energy and his efforts elsewhere. Despite many discussions on this issue, there are no longer any signs of a will to improve matters. Worse still, the group is currently trying to support its allegations that the “small brands” are responsible for the difficulties encountered by Franck Muller Watchland. It will be up to everyone to draw their own conclusions.

 This kind of negative comment is merely the latest episode in a series of disappointments endured over almost two years now. Due to a range of strategy, quality and delivery-related issues, the Rodolophe brand no longer benefits from an environment conducive to its healthy development. Not to mention interpersonal conflicts and broken promises that are detrimental to daily interaction and make it impossible to maintain a trust-based relationship.

 In light of these circumstances, I prefer to withdraw and in doing so leave my associates free to make their own choices, non-choices, decisions and non-decisions. I am above all a creative designer with little inclination for corporate politics, plotting and U-turns. And I strongly deplore the attitude and behaviour of some of my closest associates who may well see in my departure a chance to grab the spotlight.

Nonetheless, even at the end of this troubled period, I am extremely satisfied with the concept developed and with the aesthetic work undertaken by the teams that have supported me. The work is done and it is up to our successors to decide whether or not to develop and enhance the achievements to date.

While remaining a minority shareholder in the two Rodolphe Montres & Bijoux and Rodolphe & Co companies, my professional path is parting ways with the Franck Muller group at the end of the month. I maintain my creative soul, my entrepreneurial spirit and am truly relieved to be regaining my freedom”. 

The media alert even included Rodolphe’s direct e-mail address.

Robert-Jan and I already planned over 2 years ago two write about legendary watch designers and we wanted to start with Gerald Genta. I believe that the second profile should be about Rodolphe… What do you guys think? Since we have his direct e-mail address, maybe we can get some straight answers 😉

Review – Chapter One

You have to leave it to the Purveyor of Time to arrive at where others cannot tread! Steven Holtzman has once again managed to create another watch industry “FIRST” in bringing together 3 of the finest masters in haute Horlogerie in an unprecedented collaboration with the creation of his latest company – Maitres du Temps.

Armed with more than 30 years of experience behind him, Steven is also the main catalyst behind Maitres du Temps – a horological masterpiece involving Christophe Claret, Roger Dubuis and Peter Speake-Marin. And what an incredible piece of art it is!

In the recently-launched Maitres du Temps – Chapter One which many has already been touted as one of the most revolutionary watches in recent history, its complicated combination of tourbillon, mono-pusher chronograph, retrograde date & GMT, and 2 rolling bars indicating the day & moon-phase at the 6 & 12 o’clock position brings forth an incredible marriage between the undisputed wizardry of Christophe Claret, the rich horological experience of Roger Dubuis and the unique bridging ability of Peter Speake-Marin.

With an approximate 500 plus complications, Maitres du Temps – Chapter One is not designed to be the most complicated of watches, but rather, its mission is to be THE MOST INTRICATE, THE MOST INNOVATIVE, and to a certain extent, THE MOST BEAUTIFUL. And what can we say? MISSION ACCOMPLISHED!

This history-making Maitres du Temps – Chapter One, which took more than 2 years and thousands of drawings, was first conceived by Steven Holtzman and Roger Dubuis and followed by the addition of Peter Speake-Marin and Christophe Claret in the conception, design & project management and production stages respectively.

Aesthetically speaking, this Maitres du Temps – Chapter One has a combination of some of the crowd favourites include the allowance of looking into the heart of the watch, especially with the gyration of the Tourbillon Cage, the north & south rollers featuring the Retrograde GMT + Date, and Laser-etched Moon + Stars-phase.

However, in considering that it comes with a tag of CHF400, 000, and the limited availability of just 50 pieces in total (in red-gold, white-gold & titanium), clearly the Chapter One is a watch that is not meant for just anybody. According to an interview with European Luxury Blog, Steven Holtzman revealed that the aim of Maitres du Temps is “to work with independent watchmakers, to instill craftsmanship, bring masters into the product and offer outstanding service and distribution.”

While I can imagine that with it being in the categorised as “Uber-Luxury and Hogh Horology” (in the words of Steven Holtzman), it is not meant to be purely a profit-making venture, but rather also an avenue whereby the limits of traditionally watchmaking is continually pushed to the limits. Already, I believe that at least 1 piece of Chapter One is destined for a museum in the future, and speaking of future, I believe that all of us are just waiting to see the Maitres du Temps – Chapter Two in 2009?

Maitres du Temps – Chapter One Technical Specifications

Manual-wind mechanical movement, one-minute tourbillon, mono-pusher chronograph, retrograde date indicator, retrograde GMT indicator, day of the week indication on roller, patented precise moon phase indication on roller.

Displays

• Central hands indicating hours and minutes
• Central chronograph counterpoised second hand
• 60-minute counter at 12 o’clock
• Retrograde date at 3 o’clock
• Retrograde GMT at 9 o’clock
• One-minute tourbillon at 6 o’clock
• Day of the week indication on roller at 6 o’clock
• Patented precise moon phase indication on roller at 12 o’clock

Functions

• Two-position winding crown: pushed in to wind the watch; pulled out to set the time
• Chronograph: start/stop/return-to-zero function activated by single pusher in the crown

Correctors

• Date corrector at 2 o’clock
• Day of the week corrector at 4 o’clock
• Moon phase corrector at 8 o’clock
• GMT corrector at 10 o’clock

Calibre SHC02

• Dimensions: 51.3 mm x 31.6 mm
• Number of components: 558
• Number of jewels: 58
• Power reserve: 60 hours
• Tourbillon rotation: 60 seconds
• Balance frequency: 21,600 vph (3 Hz)

Case

• 18K red gold
• Number of components: 104
• Dimensions: 62.60 mm x 45.90 mm
• Sapphire crystal with double anti-reflective coating
• Display back: sapphire crystal with double anti-reflective coating
• High polish and satin finishes on compound-curve surfaces
• Correctors with integrated locking system

Dial

• 18K gold
• Number of components: 7
• Multi-faceted and beveled
• Printed Roman numerals
• Engine-turned sun-ray guilloche
• Red counterpoised chronograph hand
• Blue sword-shaped hands for chronograph counter, hour, minute, date, and GMT

Rollers

• Day barrel: anodized anticorodal finished aluminum
• Moon phase barrel: anodized anticorodal finished aluminum inside a matte anodized cover with laser-pierced moon and stars
• Window between day roller and tourbillon

Strap

• Alligator strap with 18K red gold deployant buckle

* Special thanks to Ms. Sylvia Gelton, Public Relations for Maitres du Temps for the kind information, and also to European Luxury Blog for the exclusive interview.

* This review is strictly representing the views of the author, and by no means is a representation of http://www.TheTimeTV.com

Have you heard of Rodolphe Cattin?

Some months ago during the WPHH held by the Franck Muller Group, there was an world introduction to one of the most eye-catching watches in recent years (at least to my eyes) – Rodolphe Instinct Big Tourbillion. In fact, when asked by Alon previously, I named it as my “Dream Watch”. 🙂

What really caught my eye to this watch was the spectacular size of the tourbillion, measuring 23mm in diameter alone. By far, this has been one of the more incredibly designed watches, including the Concord C-1 Tourbillon Gravity (which by the way, has a radically-designed protruding tourbillon cage).

According to an exclusive interview with TheTimeTV, the designer himself, Rodolphe spoke about this outstanding design that he developed with the Watchland (Franck Muller Group) watchmakers.

With more than 190 components, this aesthetic masterpiece is the culmination of efforts between the various passionate professionals from Geneva, Neuchatel and Jura, making it a truly Swiss-Made watch.

As for some of the specifications:

Function: Tourbillion, Hours, Minutes, Retrograde Date & Power Reserve (60 Hours)

Case & Dimensions: White Gold / 54mm X 56mm

Crystal: Sapphire

Water Resistance: 30 Metres

Bracelet: White, Black or Brown Alligator

Going back to some introduction about the man himself, the brand – Rodolphe Montres & Bijoux is named after the designer – Rodolphe Cattin, who, prior to working for Longines in the mid-eighties, was already forming his career through stints with Omega and Tissot among others.

Due to the slowing Italian market in the mid-eighties, Rodolphe was also presented with one of the biggest challenges early in his career – to come up with a design collection that can differentiate Longines as a leader compared to the rest of the competitors.

What happened then was also a revolutionary campaign at that time! Instead of following traditions, Rodolphe presented a collection series with a never-been-tried design – writing down the name of the designer (Rodolphe) on the dials. In the end, it was not only something totally different, but resulted in an extraordinary success with more than 50, 000 timepieces sold per collection (6 in total).

Riding on this success, Rodolphe started his own design office – Rodolphe & Co., which till today is designing watches for many renowned fashion and prestige brands and accounting form more than 7 million timepieces sold globally.

Up till 1996, there was still no existence of watches that carried his own name, but that soon changed with the incorporation of Rodolphe Montres & Bijoux SA, and it began an annual production of 1, 000 to 2, 000 pieces.

In between then and now, Rodolphe watches attracted the likes of artistes Nicole Richie, Trevor Wright, Brazilian footballers Ronaldinho, Cafu, and Roberto Carlos who became some of biggest fans of this brand.

At the same time, somewhere towards 2005, the “Rodolphe” brand began to attract the interest of many parties, notably the Franck Muller group, with whom Rodolphe formed a partnership with ultimately. In this partnership, Rodolphe has an access to some of the brightest minds in the industry, and also additional industrial and commercial synergies while remaining in charge of the design and management of the company.

What resulted became the “Watch Of The Year 2006” presented by a leading Swiss watch magazine – Montres Passion – the Instinct Chrono 180°. With these achievements to date, it is clear that Rodolphe Cattin is going to continue creating some revolutionary designs in the watchmaking world.

Special thanks to Ms. Maya Zysset from Rodolphe Montres et Bijoux for providing some of the history of Rodolphe Cattin.

Breaking News: LVMH buys Hublot

Yesterday, it became official that LVMH bought the watch manufacturer Hublot!

“LVMH Moët Hennessy Louis Vuitton agreed to acquire Geneva-based watchmaker, the Hublot group, for an undisclosed amount, from Hublot’s founder Carlo Crocco and a company controlled by Jean-Claude Biver. The Hublot brand joins other watch brands in the LVMH portfolio including TAG Heuer, Zenith, Dior Montres, Louis Vuitton watches and the watch collections of jewelers Chaumet and Fred.” as stated in the Rappaport Weekly News Letter.

This is an interesting development: It shows that the large groups (LVMH is the largest luxury group out there) are still ‘hungry’ to buy up any independent watch companies. It also shows that the luxury groups strongly believe in this industry.

I don’t know if we need to congratulate Mr. Crocco, who founded the company only 1980 and handed the reigns to the ‘whiz kid’ Biver (former CEO of Omega and Blancpain) in 2004. In 2004 Biver announced that he would blow up the Hublot brand… Indeed, he created the Big Bang watch, but apparently he succieded…

Hereby the official press release of LVMH:

“LVMH acquires the Swiss watchmaker Hublot

Paris, 24 April 2008

LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury group, announces that it has signed an agreement to acquire the Hublot group, a top of the range watchmaker enjoying very strong growth.

LVMH will acquire Hublot from Mr Carlo Crocco, who founded the group in 1980, and a company controlled by Mr Jean-Claude Biver, who has managed Hublot since 2004.

Hublot is a brand that is highly complementary to LVMH’s existing watch portfolio comprising TAG Heuer, the world leader in prestigious sport watches and chronographs, the Swiss Watch Manufacturer Zenith, Dior Montres, Louis Vuitton watches sold exclusively in Louis Vuitton stores, and the watch collections of jewellers Chaumet, Fred and De Beers.

STRONG GROWTH POTENTIAL
Hublot, which has its headquarters and workshops near Geneva, has started building a factory at Nyon to accommodate its expansion plans. Having grown at a rapid pace since 2004, the brand achieved net revenue of more than CHF150 million in 2007 with an excellent profitability. A very significant increase in revenue is expected in 2008.

Today, Hublot has a very selective and efficient distribution network which is limited to 300 stores worldwide.

Hublot has a well-balanced geographic footprint spanning Switzerland, Spain, France, Germany, the US, Latin America, Middle East, Russia, Japan, Hong Kong, Singapore… The brand has recently been launched in China and India and has strong growth potential in Asia, Japan, North America and in certain European markets.

EXCEPTIONAL WATCHES AND CHRONOGRAPHS
Hublot offers ranges of exceptional quality watches that are innovative, very differentiated and combining fusions of materials, precious metals, (gold, platinum,…) technological metals (titanium, tantalum…), ceramics, diamonds and natural rubber.

The renowned Big Bang collection includes models equipped with automatic movements whose prices range from €8,000 (steel and ceramic) to over €300,000, integrating precious metals and technical complexity.
A new Big Bang collection for women was launched at the last Basel watch fair with great success.

Finally, the traditional classic line has been recently redesigned using natural rubber, zircon, gold and ceramics.

Carlo Crocco, founder of Hublot, said : “I am happy that Hublot, an innovative brand since is creation, is joining the LVMH group, the world leader in luxury goods, whose creative passion is without any doubt a value that I have always shared.”

Jean-Claude Biver, the architect of the success of the Big Bang collection and the recent strong growth of Hublot, commented: “I am delighted that Hublot will be able to benefit from LVMH’s support and strategic  leadership in the luxury goods industry and so maximise its growth potential in the years to come. I am happy to be pursuing this adventure and to be able to contribute to the development of LVMH’s watchmaking division alongside Philippe Pascal.”

Philippe Pascal, Chief Executive Officer of LVMH’s Watches & Jewelry business group, added: “Hublot is a strategic and very complementary acquisition. Its high-end positioning, selective distribution, financial performance and growth potential make Hublot a ‘rising star’. Hublot will strengthen our Watches & Jewelry business group which, over the last three years, has been growing strongly. We are very happy that Jean-Claude Biver will, along with the management team of Hublot, continue on this remarkable journey and contribute his considerable expertise to our development in this promising sector.”

The time you read from your…. Phone! TAG Heuer GSM

TAG Heuer is the first Swiss watch manufacturar that has produced a high-quality GSM telephone!

For full details and additional photo visit the blog of Ace Jewelers: www.AceBlog.info

This phone was nick-named ‘The Vertu Killer’ during the BaselWorld fair. Although there is not a lot of information available, It is know that TAG Heuer targets the same customer base as Vertu, since the prices will start around EUR 3.400,–
It is an interesting development that a Swiss watch manufacturar jumps in to a different sector, a sector that actually can be seen as a competitor of the watch industry… A large portion of the youth doesn’t buy a wrist watch because the need it to read the time (they have their phones & computers), but because it is a fashion statement! And, on the other side, phones now-a-days also became fashion statements… So, TAG Heuer might not be that ‘crazy’ to diversify into other ‘fashion’ industries like glasses and phones…