Vacheron Constantin New FIFTYSIX® Explained by the Marketing Manager

Wearing a watch is a way to express oneself, according to Francesca Lucioni. We met Vacheron Constantin's Marketing & Communication Manager on May 9^th in Milan in an elegant suite at Hotel Viu Milan, the new luxury Milanese location. The event was the launch of FIFTYSIX®, the latest watch collection by Vacheron Constantin that revolutionizes the world of haute horlogerie by combining steel with classic models, interpreting the needs of an elegant man who wants to wear a timepiece every minute of the day. «The choice of steel redresses the price of a watch destined to be on the wrist of the end-user throughout his daily life,» explains Lucioni. A decision that reveals great attention to the new needs of modern man and which allows the Company to open its doors to a larger public of admirers. Francesca outlines what there is to know about the new FIFTYSIX® proposals and the Swiss brand's benchmark in five essential points.

Uniqueness: a benchmark
«260 years of uniqueness. Uniqueness is still a benchmark together with enormous attention to the technical and design aspects and to craftsmanship, indispensable elements in haute horlogerie: 260 years of history represent more than two centuries of relations with the end-user, the ability to interpret desires and to foresee trends.»

What is changing in 2018
«The way to communicate the strength of a brand, which has always centered on craftsmanship, is changing. Nowadays our customers want a casual elegance which is why we decided to interpret a classic watch with a steel case: an element that breaks the rules of haute horlogerie where steel is usually only seen in sports models. Obviously attention to detail is still extremely important. You only need to look at the dial, constructed in two parts with two different processing methods, or the pointers and hands in white gold, or the manually produced movement.»

The soul of the three new models
«The self-winding version is a casual yet chic watch meant for everyday use. The day-date with power-reserve indicator has a more technical look. The timepiece with the calendar that includes the lunar phases is a plain and elegant model for true admirers: its monochrome dial with the opaline-sunburst conceals one of enthusiasts' and collectors' most prized watch-making complications.»

The Maltese Cross
«The Maltese Cross, the company's iconic motif, is inspired by the shape of a component previously used in mechanical movements: a small wheel connected to the barrel cover, which led to a more constant usage of the spring regulating winding and unwinding to increase the watch's precision. Over 260 years of uninterrupted commitment, aimed at achieving the highest standards of quality, have transformed the Maltese Cross into a symbol of excellence, proof of the design of FIFTYSIX® watches whose horns are inspired by the arms of the cross.»

 

 

Why choose them
«Watches like these speak of the pleasure of choosing items that surround us, aware of the details.»