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ALFEX PRESENTS ITS TRANSLUCENT 8X COLLECTION
HALL 1.2 – BOOTH B01| 25 April to 2 May 2013

Vision: At Baselworld 2013, Alfex will unveil something totally new that represents the current synthesis between the brand’s tradition and its characteristic avant-garde vision: Translucent 8X watch.

Timepiece, bracelet, design object and unique accessory: Translucent 8X is a bangle-watch that expresses the innovative and original spirit of the Swiss brand based in the canton of Ticino.

Design:Taking the simple lines and regularity of a geometric shape, the octagon, as a starting point, the watch’s design uses repetition to create a pattern that is multiplied to infinity and forms the bracelet’s structure. In a rejection of rigidity, the shiny steel latticework is enveloped in a translucent material in which it seems to float.

The concept and form of the Translucent 8X watch subtly reflect the rich symbolism of the number “8”. The regular octagon motif evokes this symbol of infinity, a concept also expressed in the circle formed by the bangle.

The dial breaks with convention, positioned off-centre and framed by the outer edge of four octagons. The hour and minute hands move across a surface with a sunray finish.

Technology: This creation is the fruit of advanced technological research combined with a passion for design and a desire to overcome a challenge, that of establishing a technical and harmonious aesthetic balance between two very different materials: on the one hand, strong and flexible shiny 316L steel, and on the other, transparent and lightweight acrylic with a grey smoky finish.

Translucent 8X watch is equipped with a Swiss Made quartz movement and is water-resistant to three atmospheres. It is available in two sizes: regular and small. Public retail price €329.00.

This watch is the expression of the characteristics embodied by the collections in Alfex’s Trend Cycle families: creations born today that look to the future, watches with a design that stands out from any other element.

ALFEX
For 65 years, Alfex has worked to stand out on the watchmaking landscape through a strong focus on design, respect for the criteria of Swiss quality, and mid-range pricing. An in-house design team makes this combination possible, in order to continue to follow today the vision of its founder, Ferdinand Gindraux. In 1948, Gindraux created the company with the goal of creating a brand that would revolutionise the traditional conception of timepieces. Design was immediately chosen as a priority, a choice that would lead the Ticino-based brand to win a number of international awards: the “Red Dot Award”, presented by Design Zentrum of Hamburg, for which Alfex is also competing this year, and the “Good Design Award”, presented by the Chicago Anthenaeum Museum of Architecture and Design for the product with the most innovative graphics and design. In 2013, thanks to the work of Marcus Weber, company CEO and majority shareholder, Alfex is celebrating its 65th anniversary and launching a new brand repositioning strategy, focussing strongly on design, the brand’s heart and soul.


Original Language: English