Tendence Watches is one of those brands that quietly builds a following without too much effort; an insider secret that suddenly appears on the wrists of a swathe of fashionable celebs and is available for sale in some of the world’s most hip shops.
The secret behind the groundswell of popularity of this Italian brand lies somewhere in combining funky contemporary styling with traditional watchmaking skills. Offering a range of lines from sporty diver’s watches to the popular Gulliver and the more exclusive Swiss Made ranges, Tendence has captured an audience for whom the persistent appeal of a show-off ‘boy’s toy’ is combined with a more aware and refined design sensibility; from the more sedate to the positively colourful. Those shaping the brand have smartly recognised a consumer whose references are complex: touches of the Art Deco style from the heyday of men’s watch design; and a quirky futurism straight out of comic books and manga.
Take for example the popular Round Gulliver series. In one sense a fairly traditional sporty watch but the numerals, though in a classic Art Deco style font, protrude from the face at a jaunty angle, giving it a playful Boy’s Own sci-fi angle. Available in a broad range of colours – there is even the ‘Glam’ model with a face bedecked in Swarovsky crystals- the consumer can buy into owning one of these nice little toys anywhere on the spectrum from the ‘somewhat restrained’ of the more neutral palettes to the ‘downright ostentatious’ colour combinations that include bright orange faces.
With promotional collaborations in the arena of sport, those such as the shimmering and positively camp Tendence Crystal Art range – a collaboration with Japanese artist Kazuyo Nitanda who specialises in customising objects for daily use- and the accolade of being one of the first watch brands to use Second Life as a viral marketing platform, Tendence has cottoned on to the idea that a watch is a timeless instrument and that the right watch can appeal to a broad range of contemporary customers with varied lifestyles and interests.
25 May 2010