IWC GOES CITIZEN

I am here to set the record straight about the new IWC aquatimer line released for SIHH 2009. So, if you have access to the members area on www.iwc.com, then all of you out there were able to access photos of the new IWC Aqautimer family. When IWC released the DaVinci two years ago, I turned my head the other way and said to myself anything has to better than the old one, even though I was in shock. When I saw the new Aquatimers, I have to admit, I had a good laugh. Look, I am not going to felate the ego's of the watch companies just to look like a frigging hero. Part of being of objective sometimes, is to be brutally honest weather it be good, bad or just downright foul. This is the case with the new Aquatimer line. It looks extremely tacky and cheap, and unrecognizable as far as IWC goes. I never thought I would see this with IWC, because they are one brand, no matter how successful, especially in the last five years, have been able to be true to themselves. Sometimes greed and power can seriously cloud judgement, which is bloody unfortunate because it undermines the intelligence of the end consumer.

Lets start with the new Deep Two. This is a 46 mm watch in stainless steel, on a very chinsey looking bracelet. The only part resembling IWC, is the fact that IWC is written on the dial. This almost looks like some sort of Hong Kong knock off of the brand. The technical features of the watch get lost because of how much it resembles a Tag Heuer and Fossil at the same time. If this is IWC's attempt at humoring us to appeal to the thousand dollar entry level range watches, It ain't funny! I mean, I never thought I would say this, but Swiss Army looks better in this case.

The bottom line is that a company with so much heritage and proven success in the last 5 years with staying true to identity should have never made this kind of mistake. The real collectors and Aquatimer enthusiasts are going to have a very hard time time taking this line seriously at all. I am so appalled I don't feel that it is worth even mentioning the product details of the line. I feel it is vital for the brands to listen to their customers and see what the general consensus is before making this kind of massacre. I do have faith in the brand though. Look, I know that a brand can't please with every line extension because there is so many unique individual perspectives and tastes, but this is just downright nasty! Ok just in case you didn't get it I AM NOT A FAN! I am sure that IWC will make up for it with their famed pilot line, till then, I think it's sad but true, that in this respect IWC has definitely gone Citizen.

pic courtesy of www.iwc.com