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A bright future for Concord – from revolution to evolution

Concord’s dramatic change in strategy in recent years has successfully raised the brand’s profile to truly international status, paving the way to a bright future.
Today, that watershed revolution is giving way to a process of change that is more about evolution. An approach that aims to consolidate the brand’s heri¬tage, its outstanding efforts in the recent past, as well as its current success, all in a smoothly streamlined manner that is in tune with the times –thus reflec¬ting the very definition of the word “concord”, which means harmony. This is indeed a vital step in establishing a bright and exciting future – one that involves making the brand truly international, and ensuring that it lives up to its name.
Epitomizing the brand’s will to ensure harmony between its dynamic and ti¬meless collections, the iconic Saratoga line celebrated its 25th anniversary in 2011 – and today, Concord is introducing its new design of the Saratoga Chronograph in full black PVD to coincide with the 150th anniversary of the thoroughbred race course that inspired it.
This evolutionary process also includes a redesign of the entire C1 Chrono¬graph collection. Six years after its successful launch, Concord has propelled the new C1 into a whole other dimension, making it slimmer and sexier. Larger and leaner. With a radical makeover in both look and constitution, the new de¬sign retains the unmistakable DNA of the brand and its heritage.
From the Saratoga Lady range through the exciting new C2 developments, a range of unique timepieces covered in the pages to come are at the heart of this success story.


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MGI inaugurates new business hub

MGI recently inaugurated its newly renovated Silver Tower and Facto¬ry One, demonstrating its commit¬ment to Switzerland and its faith in its growth by making a considerable investment. In 2013, the company also invested heavily in a spanking new Basel booth, artfully bringing to¬gether three powerful brands under the same banner.
The newly renovated Silver Tower is a dedicated office building that is not only more economical and space efficient, but also offers great brand visibility and superior access. With state-of-the-art infrastructure and modular office layout, the building was designed mainly to house the company’s Management and Admi¬nistration. The location offers great visibility and superb connections to public transportation in an attractive work environment.
Located eight min by car from the Silver Tower, right on the motorway junction, the newly renovated Factory One is a dedicated state-of-the-art logistics building, cost efficient, easily accessible for trucks and very well equipped to safeguard the company’s valuables, Factory One is designed to house MGI’s Distribution and Warehou¬sing. With easy access by public transportation, the locations provides an excellent transport and logistics hub, in addition to good industrial in¬frastructure (pressure air, fresh and waste water) and excellent lightning due to big windows. Embedded in
the industrial area, Factory One is an ideal workplace for watchmakers.
By splitting these functions, the company is convinced that it has managed to meet their individual needs as optimally as possible. This business hub – encompassing the supply chain, watchmaking activities and After-Sales Service - has been developed with the aim of supporting MGI’s commercial and marketing activities in Europe and the Middle East for the company’s Swiss and Li¬censed brands.


Dynamic new booth provides the ideal setting for new launches
Promoting a unique family feel, the new 2013 MGI Basel Booth is more open and easily accessible, and boasts a modern look and increased functionality, all elements combining to convey the three very different individual messages of three highly diverse brands – Movado, Ebel and Concord - in a single, imposing, powerful stand, thus reinforcing the notion of group over and above that of the different brands. This strategy also worked in successfully creating great team spirit and synergy among staff from the three brands as well as from common clients and journalists.
MGI’s brand new booth was also the setting for the launch of three new Concord watches in the shape of the new Saratoga Lady Black, the 2013 Saratoga Chronograph in full PVD, and the the new leaner look 47mm C1 Chronograph.


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Iconic new Concord website launched to coincide with Saratoga Race Course 150th anniversary

There was a definite sense of déjà vu pervading the Saratoga Race Course at the 150th anniversary celebrations, as Concord returned to a legendary place in the equestrian world that holds special significance for the watch brand and its namesake collection.
It was indeed in this very same spot that Concord unveiled its first Saratoga watch at a charity ball in the 80’s. Press coverage at the time noted that “Concord awarded prizes at four races one afternoon... and more than one fan used this newest ra¬cing favorite to clock the winners.”
As Concord congratulates NYRA for the 150th anniversary of the Saratoga Race Course, the brand revisits an historical ve¬nue that enjoys monumental stature for its iconic Saratoga watch collection featuring the signature Saratoga horses embossed on the back of the case. Throughout the entire race season, Concord’s new cam¬paign for the Saratoga Chronograph Black PVD can be seen in a tote board graphic on Saratoga’s infield LED, combined with a daily, half-page color ad in the Post Parade Program and 30-second commercial on NYRA TV, broadcast on over 1,000 si¬mulcast stations around the globe.
Additionally, the brand emphasized its connection to the iconic track by providing 350 exciting items for the Clubhouse Box Owner tote bag giveaway at the grand opening on July 19th.

Underscoring its historical associa¬tion with this exceptional place and the prestigious events hosted there, Concord also timed the launch of its new website to coincide with the ju¬bilee festivities.

Inspired by the brand’s proud heritage, Concord continues to be passionate in pursuing innovative watch designs and marketing communications. The Sarato¬ga activities and new website are a clear demonstration of this approach to innova¬tion and creativity, providing yet another facet to the bold repositioning strategy currently transcending Concord’s already extraordinary past watchmaking achieve¬ments.
Don’t miss a visit to www.concord.ch


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Match made in heaven between Hong Kong trendsetter/singer, Mark Lui and Concord’s new titanium/ceramic C1 Chronograph

Composer, musician, arranger, songwriter, producer, music director, lyricist, singer, actor, and chief designer and owner of the fashion brand COOLDAY SIR, Mark Lui has become the most recent celebrity to sport the new 47mm Concord C1 Chronograph in titanium/ceramic.

A renowned Hong Kong fashion leader and watch collector, Mark Lui is the perfect partner for the latest addition to Concord’s C1 Chronograph collection, proudly sporting his striking new Concord timepiece during an interview with paid Hong Kong TV channel Now, and posting images of his C1 Chronograph alongside his guitar on his social media site, Weibo.




A match made in heaven

For the man who is known for his exciting collaborations with countless hot pop-cultural celebrities in Hong Kong – Kelly Chan, Leo Ku, Eason Chan, Miriam Yeung, Andy Hui, Edmond Leung, Alex Fong, William So – and now with the dynamic watch that enjoyed its world premiere at Baselworld 2013 – the timing of this exciting partnership is truly a match made in heaven.

A joint commemoration

Coinciding with the Chinese icon’s Thank You Concert at the Hong Kong Coliseum in June 2013 (a commemoration of the singer/songwriter’s number one hits that have made waves throughout the industry over the past 20 years), the latest addition to Concord’s iconic line of watches – the Concord C1 Chronograph in titanium/ceramic – was launched in June 2013.

Crafted in grade 5 titanium, this new generation Concord C1 Chronograph boasts sporty ceramic details, and comes equipped with grade 5 titanium screw-down pushers and crown. Secured with eight screws, the open case-back is engraved ‘Audace–Savoir-Faire–Avant-Garde’, honoring Concord’s proud, decades-long tradition of fine watchmaking.

Offering the ultimate touch in modern refinement, a black stamped dial houses the 30-minute counter at 12 o’clock and 12-hour counter at 6 o’clock, accompanied by a small seconds subdial at 9 o’clock, date window at 3 o’clock and center-mounted chronograph seconds hand. The C1 Chronograph is powered by a mechanical, self-winding movement featuring a snailed bevel rotor with vertical Côtes de Genève detail and ‘C1’ engraved in the center, a 48-hour power reserve and 2 mm thick sapphire crystal with anti-reflective treatment.

Presented on a grey rubberized alligator strap secured by a black, PVD-treated titanium deployment buckle with embossed Concord cover, the new Concord C1 Chronograph is water-resistant to 200 meters.

BASEL HIGHLIGHTS 01
Sports pedigree and watchmaking history:
Concord launches Saratoga Chronograph in Black PVD and 150th year anniversary of Saratoga Race Course

This is a story of the thunder of hooves of the purest thoroughbred horses on a legendary track … and the watch line that is named for it …

As the sports world recently prepared to celebrate the 150th anniversary of the legendary Saratoga Race Course along with the official “inauguration” of thoroughbred racing, Concord prepared a simultaneous commemoration of this auspicious event with the launch of its classic Saratoga’s timeless original design in full PVD.

Casual and versatile, the all-new full PVD Concord Saratoga Chronograph is an intricately crafted timepiece whose black PVD finish stainless steel case is firmly anchored on its distinctive mesh-look black PVD-treated stainless steel bracelet with gleaming stainless steel links throughout. Resulting in greater suppleness and enhanced comfort, this is a shining demonstration of technological advances in action.

Maintaining the integrity of the original Saratoga Chronograph design, the new Concord Saratoga Chronograph houses larger counters, big date and crystal clear Roman numerals in its 42 mm diameter case, providing an ideal complement for its easily recognizable eight-sided signature bezel.

Once again, the Concord Saratoga Chronograph provides a true reflection of the spirit of its namesake – a distinguished race track located in Saratoga Springs, New York. In tribute to its thoroughbred origins, the Saratoga horses embossed on the case-back of the new full PVD Concord Saratoga Chronograph provide a proud tribute to Saratoga’s uniquely prestigious pedigree associating an enduring love of aristocratic horses and equally noble watchmaking aesthetics.

Together with the Saratoga Race Track and thoroughbred horse racing have become inseparable, embodying America's oldest continuous racing tradition at the nation’s oldest sporting venue, the horses immortalized on the case-back of every Concord Saratoga watch case make up a triangle packed with powerful emotion.

The Concord Saratoga Chronograph 2013 is the ultimate in sleek sports luxury - a contemporary watch in which its predecessor’s classic features are subtly metamorphosed into ergonomic perfection.

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A fitness regime for Concord’s C1 Chronograph
It’s fitter and slimmer for Concord’s C1 Chronograph whose previously rugged good looks have undergone a dramatic makeover after six successful years. And in keeping with current trends, the new leaner look C1 Chronograph has expanded width-wise – resulting in a modern 47mm diameter with a trim 15.20mm waist.

The C1 Chronograph’s svelte, elegant good looks, created in super-light Grade 5 Titanium, are heightened with the introduction of a more contemporary, up-to-the-minute ceramic bezel, replacing its original rubber-coated metal counterpart, and with the additional advantage of enhanced durability.

Targeting the trendy, stylish man about town, the new C1 Chronograph boasts the ultimate touch in modern refinement in the shape of a black stamped dial housing the 30 minute counter at 12 and 12-hour counter at 6 o’clock, accompanied by a small seconds subdial at 9 o’clock, date window at 3 o’clock and center-mounted chronograph sweep seconds hand.

This whole new fit for the future package is equipped with grade 5 titanium screw-down crowns and pushers. Secured with eight screws, their open case-backs are engraved ‘Audace – Savoir-Faire – Avant-Garde’, in tribute to Concord’s proud, long-lived tradition of fine watch making.

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Dressing for success: LBD meets Saratoga Lady Black
Dressing for success has taken on a whole new meaning with the launch of the new Saratoga Lady Black. Perfect complement or arch rival to every girl’s best friend – the Little Black Dress, the new Saratoga Lady Black brings a swathe of understated beauty and unrivalled beauty to every occasion – dressed up or down.

With its flatteringly curved 31mm stainless steel case is elegantly set with 32 sparkling diamonds framing a luminous white mother-of-pearl dial, Roman numerals interspersed with six more of the finest diamonds and a silky smooth black alligator strap, the Saratoga Lady Black is the season’s must have accessory for outstanding, look-great-feel-great moments.

At the ready to provide the precise minute at which girls with classy style should make the perfect entrance, the Saratoga Lady Black is simple, classic, versatile, and above all, a perfect fit.

Stainless steel and industrial blue C2 Chronograph: where art and function meet
Behind any urban design lies a structure that is an art in itself and Concord’s stainless steel and industrial blue C2 Chronograph is a skillful symphony that combines the sleekness of a thoroughbred with art and function.

The beauty of perfectly milled steel components and perfect proportions of soaring pipes, the bluish patina of ageing metal – this is the proudly inner city world of the C2 Chronograph – whose trademark 21st century mechanics and industrial design transform fundamental codes. As with its urban siblings, the C2 Chronograph is a striking symbol of the lives of those whose presence lingers wherever they go …

This is the next episode in a metropolitan success story – and with its combination of stainless steel structure and industrial blue, Concord’s metropolitan 43 mm C2 Chronograph has moved to the next dimension.


Summertime … and Concord’s Saratoga Lady makes the living easy
Conjuring up images of endless sandy stretches and shimmering waters, Concord’s 31mm Saratoga Lady White and Lady Blue in pearly white and crystal blue editions are gleamingly reminiscent of wonderful summer getaways. Six sparkling diamonds artfully set in a white or blue-grey mother-of-pearl dial recall early morning sun sparkling off a perfect sea.

Home to a quartz ETA movement with a generous 54-month battery life, the Saratoga Lady’s stainless steel case features the Trademark Saratoga case-back embossed with the emblematic timeless horse motif symbolizing the racecourse for which it is named.

This sunshine package displays a date window at 3 o’clock, dauphine-style rhodium- plated hour and minute hands and a parfil-style rhodium-plated seconds hand, protected by a sapphire crystal with anti- reflective treatment.

A bezel set with 32 sparkling diamonds, paired with a pearly alligator strap in matching white or pastel blue, adds a final carefree touch to this cool, breezy masterpiece of casual elegance.

Ideal for more sports minded ladies heading for the blue depths, the Saratoga Lady White and Lady Blue are water-resistant to 30 meters.

Concord underscores brand C1 with new website
In keeping with the dramatic surge in innovation and creativity in recent years that has capitalized on its proud roots, passion for innovation and creativity, and in line with its new corporate clothing, Concord has launched a powerful new website. This is part of a bold repositioning strategy that transcends its already extraordina¬ry past watchmaking achievements and is perfectly positioned in the company’s passionate quest for harmony.
Characterized by its user-friendliness at all levels, the new Concord website is a masterful presentation of the past, recent past, current success and future di¬rection. With a solidly affirmed, resolutely global brand identity, the site features sections on the brand heritage, collection, product highlights, store locator and after-sales service information. Innovations include a newsletter and on-line bou¬tique for the US market.

Brand coherent merchandising
In line with its other activities in further developing a strong corpo¬rate identity, Concord has created a new merchandising system. This has multiple aims including optimi¬zing a quality presentation of the Concord collections and providing maximum flexibility. The range of materials used includes black matte painted MDF, black rubber PU, smoothly brushed aluminum logos, matte and glossy silkscreen for the sidewings for displays and furni¬ture. With this new concept and design principles, Concord even more underlines their modern and contemporary look.

A coherent world of timelessness and elegance
Extensive steps have been taken in all aspects of above the line communication to revive the true spirit of Concord and ensure ove¬rall unity in the design of the C1, C2 and Saratoga lines, providing clear representation of Concord’s new look. Fundamental principles incorporate an element of time¬lessness and elegance integrated with Concord’s highly modern, avant-garde, urban world – a world of skyscrapers and chic, contem¬porary men and women of style.

Original language: English