The accoutrements of culture include the symphony, the opera and the ballet, which remind us that we live in a civilized society. As any patron of the arts will tell you, life is richer when filled with beauty. Raymond Weil, long a purveyor of the arts, music in particular, brings a refined aesthetic to its watches. The company embodies a cultural sophistication worthy of admiration and shared with Baselworld in their new film, Precision is my Inspiration.
The film’s title is also the company’s new slogan as they embark on a multi-channel campaign to reinforce their ties to music. Their collection names of Parsifal, Nabucco, and Maestro all recall opening night galas of cocktail dresses and dinner jackets. The particular watch that we see in the film, dubbed the Maestro Masterpiece, is the Maestro Phase De Lune Semainier.
How does Raymond Weil announce their presence at Baselworld? With a booth created as the biggest wood cello in the world. Raymond Weil inhabits a 9 meter high instrument, made up of 59 components. “Our watch Company has been involved with music, ever since its foundation. The only thing that was missing was a stand that reflected this . . . our music box,” confides Elie Bernheim, Director of Raymond Weil Genève. The cello booth occupies first chair in the expansive Hall 1.
Marketing shapes our perception of products and companies, and watches have associations with everything from aviation to motorsports to sailing. Pairing Raymond Weil with music is more than a whimsical marketing ploy because music is a pervasive theme for them and synonymous with the brand’s identity. For example, they support the VH1 Save The Music Foundation, which works to restore instrumental music education in American public schools. In addition, they support the Brit Awards and the Labyrinth Theater company, making them a bona fide patron of the arts.
In an age of watch conglomerates, Raymond Weil remains a family-owned business — a family of music and horology connoisseurs.