When Prof Richard Florida published his book on economic theory:
"The Rise of the Creative Class" in 2002, we didn't know about him and he didn't know about us. When we launched the L3 sees red and we were analysing the wearers of this special watch, a friend of the company said that it was probably the watch of the creative class.
Actors, artists, musicians, film-makers, architects and photographers, to name just a few of the areas from which L3 sees red customers came and still come today, react particularly intensely to this watch. Why?
The shape and graphic language of the L-Series with its three watch models to date is strongly inspired from Bauhaus by Swiss designer Fabian Schwaerzler. A design era that paid homage to aesthetic reduction in favour of pure function and renounced the decorative. Critics of Bauhaus say it was the end of beauty for beauty's sake. It is precisely in this area of tension between maximum reduction and the longing for emotional beauty that the L3 sees red.
01
At the time, we were experimenting with coloured sapphire crystals. We were fascinated by an exceptionally beautiful red colour. In our search for the break, the surprise, the ever new beauty, we combined the L3 with this red sapphire crystal. The result overwhelmed us. In our search for an aesthetic break with tradition, we had found the perfect combination. The heavily cambered red sapphire crystal rose above the watch and the blue anti-reflective coating created fine violet reflections depending on the incidence of light. This gave the red, which is an important colour for us because it stands for love, warmth and family, a very unique dimension.
In the spirit of the Bauhaus, this change to the L3 was of great simplicity. You can recognise a Mondrian, a Klee, a Bill in it. And yet a completely new watch experience was created.
Inspired by this sight, we imagined how the watch might see the world through this glass. With this imagination, the name of the watch was found - L3 SEES RED.
Richard Florida saw the creative class as the origin of the necessary changes in the world of work and business. He has made the creative class the driving force behind modern urban planning because the creative class are the innovators that the world needs more urgently than ever.
02
CALIBRE C8100 SEES RED
With our see-through cases, a blue anti-reflective sapphire crystal reveals the pulsating calibre. You have the feeling of being able to see and feel the soul of the mechanical automatic movement. This movement is specially manufactured by Concepto according to our quality standards. It is a hand-wound movement with hours, minutes and centre seconds, stop-seconds device, eccentric fine adjustment Etachron, 28,800 vibrations per hour, 4 Hz, 25 jewels
When we meet up with our friends and customers at events anywhere in Switzerland or around the world, we see the reputation that L3 sees red has earned for itself confirmed time and again. It has chosen special customers. These are goosebump moments with special people who wear this watch - the Creative Class.
