The time to watch

You wouldn’t think times are hard if you attended the TechnoMarine party in Hong Kong last Dec. 15. I was welcomed with a purple elastic crystal cuff at the entrance, which served as my party-pass. The cuff looked so good that I asked for the other one in black. The Hong Kong Convention and Exhibition Centre Hall entrance was converted into a dark dome. In the darkness, models trapped in cages sporting the latest TechnoMarine watches were decked before the main hall entrance. The party was in full blast as we entered the main event.

I remember how hot the TechnoMarine watches were when they first came out in Hong Kong. It was impossible to get one. There was a long waitlist at Lane Crawford for any style. Despite the economic downturn, people were going crazy over a scuba diving watch in colorful gel straps studded with diamonds! How decadent is that? It just goes to show that people will still spend as long as they really like a product. It has become a cult fashion accessory that celebrities like Madonna, Sharon Stone, Lenny Kravitz, Barbra Streisand, Ringo Starr, and Arnold Schwarzenegger own at least one. In the past, watches were only a necessity. Now, there is more to the watch than just telling time. It has become a fashion accessory and different designs are essential to a woman’s and even a man’s wardrobe.

TechnoMarine’s popularity started in 1997 with a stainless steel chronograph in a translucent band called the Raft. The design sold 50,000 in the first year. Soon after, TechnoDiamond, the first original diamond chronograph, was developed. Imagine a fully functional diving watch encrusted with diamonds in interchangeable colored gel bands. It is a combination of fun, luxury and precision. TechnoMarine founder Franck Dubarry discovered what the market has been wanting. He brought fun, fashion and creativity into watches. Dubarry lives life to the fullest. He loves the outdoors, especially the sea. This passion for life, luxury and adventure is expressed in the brand he created. The company has come a long way from its humble beginnings when it was run only out of Dubarry’s home in Los Angeles. In 2000-2001, it reported $100 million sales worldwide.

Moving forward, it is essential for the company to keep its edge on innovation. Last Dec. 15, the TechnoSquare was launched in Hong Kong. TechnoMarine Philippines’ managing director Raffy Florencio invited Anton San Diego, Tim Yap and this writer to attend this party. As usual, Hong Kong did not disappoint. The productions there are always impressive. The concept is always complete. You feel it, starting from the invitation to the special touches like bracelets as party passes and the production itself. At the event itself, the room was dark and only the stage was lit. The TechnoMarine logo was the focus of the stage. The VIP guests were led to a lounge with long sofas specially built for the event. As expected, the guests partied in the latest fashion trends. A fashion show highlighted the event. The styling was focused on the accessories, of course, with only the TechnoMarine watches. It is good to attend functions in Hong Kong. Hong Kong always leads in the latest fashion trends and it is good to be in the know.

I first fell in love with a TechnoDiamond with a denim band when I saw it in a magazine. Now, I covet the TechnoSquare with diamonds in a black PVC strap after seeing it at the launch. If I win the lottery tomorrow, it will be the first on my list of must-haves!

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