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Are you tired of buying just another watch? Looking like another sheep in the crowd? Are you tired of keeping up with trends that you don’t even like?

Time to start setting trends rather then following them.

Über-creative Yvan Arpa is never short of novelties and Baselworld 2014 will reveal many. Too make it short and punchy, we focus on the ultra-hot stuff; the true watchmaking and marketing novelties that will not leave any one indifferent.

So what’s to be expected of this truly unique brand?

We are proud to present our new classic ArtyA case designed by Yvan Arpa. We realize that the word ‘classic’ and ‘ArtyA’ do not necessarily come to mind at the same time but this is exactly what we like at ArtyA: go where we are not expected.

A classic case therefore. Thinner and more refined but with a strong character nonetheless. The classic case has a width of 42mm and is significantly smaller than the traditional ArtyA case (47 mm).

The lateral flancs of the new case feature a revolutionary patented alloy called ArtyOr, an mixture of gold, copper and zinc taken from recycled bullet cartridges.

The feat of our new classic case is that it can host almost all ArtyA dials despite its smaller size.
In fact, this case is completely interchangeable with the current Son of Earth, Son of Love, Son of Arts, Son of Sound and most of the Son of a Gun collection.
In the multitude of ArtyA’s creative collections, here are the essential novelties:

1. Son of a Gun Collection

1 A) For those that have been following the atypical path that ArtyA has walked since its creation in 2009, you know it marvelled the watch world with the initial ‘Son of a Gun’ collection. Our latest novelty is called the ‘Son of a Gun traditional 11 bullets’ featuring eleven sharp bullets without the cartridges. The bullets are literally caught between the 2 sapphire glasses and read like 11 indexes for a very strong look

Both on the dial and the case, a target sight is engraved to remind you to focus on your targets in life. All bullets were shot using a patented process. They have no more explosive power exempt for the power of the look it will have on any wrist. Through the open back, 3 cut-off magnum cartridges balance the oscillating mass.

ArtyA is extremely proud to add a diamond-set family to this collection. The target sights on the bezel and the dial as well as the horns are filled with VVSI diamonds combining ArtyA strong look and elegance.

‘The Son of a Gun 11 bullets’ is entirely manufactured in Geneva and is powered by a high end Swiss made automatic movement. The sturdy ArtyA case has a diameter of 47 mm.

It is important to remember that the timepieces of the Son of a Gun collection are the first ever to contain real bullets and cartridges. 5 different patents are registered to protect this worldwide first talking-piece.

They wish to transmit a message: ‘Guns don’t always kill people, time always does. Enjoy life - every minute of it. Carpe Diem’

1 B) The ‘Son of a Gun Russian Roulette’ is the latest arrival in the Son of a Gun family. It contains just one single lucky bullet that rapidly spins around the dial with your every move. The new classic 44 mm. ArtyA case with lateral ArtyOr inserts will leave no one indifferent.

The multi-layered dial reads like the barrel of revolver and true to the dangerous game of Russian Roulette, it contains only one real single (lucky) bullet cartridge, set by hand. The high end Swiss made manually wound movement is partly revealed when peeking through the double layer barrel-holes.

A third barrel is revealed at the back of the watch completing the pistol picture. The movement has been completely redesigned and skeletonized by Yvan Arpa. It is Unitas based but barely recognizable as such.

Both the lucky bullet as the lateral inserts on the steel case, are manufactured with a patented new alloy called ArtyOr; a mix of gold, zinc and copper taken from used bullet cartridges.

Baselworld 2014 is the year where ArtyA goes gold as the ‘Son of a Gun Russian Roulette’ comes either in a steel case with ArtyAOr inserts or in a full 18K gold case.

2. Son of Sound Collection

The new Son of Sound masterpiece is the fruit of three years of development. No less than 7 patents protect the revolutionary guitar-shaped case. A real Arpa-esque revelation; bold and passionate - with a healthy dose of avant-garde.

With the Son of Sound limited edition, ArtyA pays tribute to the world of music – and particularly that of rock. The dial with its 3D lucky charm glass splinters make for an ear-shattering rock ‘n roll performance. Not for nothing, ArtyA baptizes it ‘the Son of Sound Broken Glass limited edition’.

It sets itself a part by its impressive watch case shaped like the head of a guitar and it will catch the eye even in the darkest corners of a murky music venue.

Beneath the hand-stretched strings, the time and date indications are larger to ensure enhanced readability.

There is nothing figurative about the tuning pegs as they activate the Swiss made Woodstock chronograph movement made by Concepto that has been protected by a unique and patented Active Tuning Pegs System (ATPS). It has a power reserve of 48 hours and contains 27 rubies. Its heart rocks at 28’800 vibrations a minute and innumerable extravagant dials and case finishing are available.

Yes, it is a chronograph but it also is a very powerful statement. With a worldwide first guitar-shaped case, the wearer truly will have a piece of watchmaking history on it’s wrist.

3. Gold Son of a Earth Collection – series of unique 1/1 works of art

The new classical ArtyA case - 42 mm wide this time - gets sublimed by the artists Dominique Arpa-Cirpka.

Once again Mother Nature inspires her as she delicately places tropical butterfly wings, natural pigments and gold leafs on the dial. She uses of a series of revolutionary techniques formerly unknown in the watch industry and exceptional craftsmanship is needed to transform the fragile and iridescent butterfly wings into true miniature works of art.

The timepiece is powered by a high end Swiss made automatic COSC movement and the new classical ArtyA case is full 18K gold.

4. Son of Complications: not one but two new ArtyA tourbillons

4 A) ‘The ArtyA Rock & Load Tourbillon 1/1’. A typical anti-case of ‘less is more’ as here ArtyA has added it all: ‘more is more’!

The hand engraved skull and rock bezel, the hand-sculpted skulls inside the dial and of course the full silver hand sculpted skull strap.

The ArtyA Rock tourbillon is powered by a Concepto movement, completely re-engineered and designed by ArtyA. The tourbillon carriage makes one full 360° turn every minute and contains 19 jewels. With 21’600 vibratiions an hours, it has a power reserve of 72 hours.

4 B) ‘ArtyA Microcosmos Tourbillon’ – a true ArtyA revolution. A new tourbillon movement, a new white gold case.

The ArtyA look is completed with tropical butterfly wings and gold leaves delicately laid down on the dial by talented in-house artist Dominique Arpa-Cirpka.

The ArtyA Microcosmos tourbillon is powered by a Concepto movement, completely re-engineered and designed by ArtyA. The tourbillon carriage makes one full 360° turn every minute and contains 19 jewels. With 21’600 vibratiions an hours, it has a power reserve of 72 hours. The very refined and elegant case is made of 18K white gold.

5. ArtyA Accessories – anti aggression buckle revolution with integrated knife

Yet another ArtyA worldwide first: the self-defense watch buckle and knife

As we look at the increasing numbers of watches being stolen all around the world, Yvan Arpa has - in tight collaboration with mister Nicolas Commergnat from the GMTI, developed a new patented watch buckle.

Nobody will attempt to steal your watch as if by magic, a tiny knife can be pulled out of the buckle reminding us of the tools used in the famous Swiss-army knife.

Not only is it a buckle revolution, it also safeguards your ArtyA timepiece. The anti-aggression buckle can serve as letter opener; it can cut rope and slice through a car seat safety belt.

Should James Bond not have signed exclusivity with another watch brand, this buckle could have saved his life…

It is exclusively available for ArtyA timepieces as well as those from sister company Black Belt Watch.

When purchasing and ArtyA timepiece with revolutionary buckle, sensei Black Belt Mister Arpa himself will provide an anti aggression course.

Original language: English