Ulysse Nardin Debuts a New Generation of Freak X
One of the more interesting phenomenons in higher end watches is taking a bold, brash, complex design and deciding to make it simpler and more streamlined. You could argue that this goes against the whole point of such a design, but of course it’s a way for a brand to draw additional, perhaps less adventurous, customers. It also makes for a watch that is more approachable from a financial perspective as well, which is an additional added benefit if you’re trying to grow your customer base of exotic watch buyers used to six figure Super Watches. The Freak X is maybe my favorite example of this. It begs the impossible question: what is a more sedate Freak, exactly, and why would we want one? I’m a huge Freak fan. It’s importance in the avant-garde and independent watchmaking world simply cannot be underestimated. But, I think we all have to admit, it’s a tough watch to get your arms around in its traditional Freak form. It’s crownless, dial-less, hand-less, and is that rare watch that truly does need a bit of an explainer to the uninitiated. It’s not immediately intuitive. The Freak X attempts to solve this by cloaking the Freak in the guise of a normal watch, at least to the extent that’s even possible. Ulysse Nardin has just introduced a new generation of the Freak X, coinciding with the Freak’s 25th anniversary. It’s a complement of sorts to the Super Freak, the freakiest Freak ever, unveiled earlier this year at Watches & Wonders. The new Freak X ...
Fratello
