$350,000 Ultra-Luxurious Swiss Watch Brand Makes Debut in US

During These Recessionary Times, Report Finds High-Net-Worth Consumers Are More Discriminating In Their Spending Habits

Nov 04, 2009, 05:20 ET from Cephee

NEW YORK, Nov. 4 /PRNewswire/ -- You wouldn't think this would be the best time to introduce a $350,000 ultra-luxurious Swiss watch brand into the U.S. market, but Cephee SA, Geneva, Switzerland, feels the time couldn't be better. Cephee announced today the introduction of a new line of high end certified Swiss made watches, introduced in the United States by noted Swiss watchmaker Christophe Golay. Cephee is a collection of masterworks from the combined talents of master artisans of watch and jewelry. "The new watch line is in a class by itself," said Golay.

A London-based market research firm, Ledbury Research, recently examined the changing demands of the high-net-worth customer. It found out that wealthy consumers will continue to spend, but that their purchasing decisions will be based more on exclusivity as well as quality and dependability. A published article noted that instead of novelty, the wealthy will be seeking out authenticity. Despite tough times, luxury is not disappearing. High-net-worth consumers are becoming more "brand sophisticated" -- looking for limited editions and other timely and unique items.

The first watch to be introduced under the new Cephee brand is the Ether. With over 150 precision set baguette diamonds, it will retail for $350,000 through select retailers. All diamonds used in the Cephee collection are of an exceptional quality: D, E, and F color, with clarity of Top Wesselton VVS1 to Pure. A unique technique of invisible channel setting allows each stone to reflect all the light that it absorbs, without interruption by a metal bead.

Ether features a unique engineering technique with its sapphire cradle that houses the movement. Manufactured exclusively for the Ether watch, it has two perfectly adjusted lids so that precious face and side diamonds are completely encased. The material of corundum, or sapphire, is a stable substance with a hardness exceeded only by the diamond. Its scratchproof surface is treated with an anti-reflection process on both sides to neutralize the reflection of light and to guarantee the optimal visibility of the dial and the exquisitely delicate blue sapphire hands.

The hands of the watch are fashioned of a delicate blue tinted sapphire, called colored spinel. The manufacturing and the polishing of the sapphire components requires precision skills. Drilling a hole precisely to place the metallic tube that will be fixed on the hours and minutes pinion is a delicate process. The straps are entirely hand made of the softest supple leather with hand-crafted diamond buckle.

To guarantee the high quality of this product, Cephee manufactures every aspect of these watches in their own workshop in Geneva. Every step of the process from design to diamonds setting is done in-house, to ensure the meticulous development of the most beautiful, complex watch.

Based in Geneva, Switzerland, Cephee shares it factory with Lamborghini at Route de Saint-Julien 184 1228 Plans-les-Ouates.

For high resolution images visit http://www.cephee.ch/press/.

For sales information, please contact Christina Dochtermann at Christina@cephee.ch or our New York offices at 914-419-0499.