![]() ![]() This signaled the end of the use of the El Primero movement by Ebel. This one was released in 1995 as caliber 137, and used in another famous Ebel model, the 1911 Modulor. In 1990, the company started the development of their own chronograph caliber. Since Miami’s hot climate and Sonny Crockett’s habit of wearing T-shirts meant a lot of bare arms, the Ebel got a lot more then it’s 15 minutes of fame.ĭespite the proven use of the El Primero, it was Ebel’s determination to take their Sport Classic Chrono a step further. The new star was the Ebel Sport Classic Chronograph in gold. Gone was the Rolex Day-Date, allegedly just as fake as the Ferrari Daytona Spyder, which was actually a revamped Corvette. From the third season on, which began airing in September 1986, Ebel sponsored the whole cast. He wore it in his role as Sonny Crockett, one of the main characters in the highly popular TV-show Miami Vice. The Sport Classic Chronograph got worldwide fame when it starred on the wrist of Don Johnson. The rest of the design of the watch was in style with the popular Sport Classic line, including the wave bracelet. Unlike what Rolex would later do when they used the El Primero in the Daytona ref 16520, Ebel kept the movements frequency at the legendary 36.000 vibrations per hour. ![]() It housed the Ebel caliber 134, which was nothing more or less then an El Primero 400. In 1982, the Chronograph was added to the Ebel Sport Classic collection. Fortunately, one Zenith watchmaker was able to hide much of the machinery, so when Blum placed an order with Zenith, the El Primero could still be made. Zenith executives where so convinced that the era of mechanical watch making had ended that they ordered the disposal of all machinery needed to produce the El Primero. Zenith had introduced the El Primero in 1969, but ceased its production soon after that because of declining demand due to the Quartz-crisis. Since Ebel, at that time, did not produce an in house mechanical chronograph movement, he set out to find a company that could provide him with one. He wanted to add a mechanical chronograph to the Sport Classic line. By the early 1980’s, Blum expected that there would be a renaissance for mechanical watches. However, most of the Sport Classics that where made still featured a quartz movement. Amongst them, Formula 1 drivers Alain Prost and Niki Lauda, tennis stars Stefan Edberg and Yannick Noah, and also actors such as Dennis Hopper, Harrison Ford, and even Madonna. Over the years, Ebel was even able to get celebrities to wear and promote Ebel timepieces, featuring famous names in many of their advertisements. Furthermore, Ebel started to sponsor major sporting events like the European Masters Golf Tournament, and the Davis Cup tennis tournament. Before the introduction of the Sport Classic, Blum had expanded Ebel’s dealer network to gain a significant presence on all 5 continents. Not only because it was well made and had a distinctive, unique look, but also because it was very cleverly marketed by Blum. The Sport Classic became a tremendous success. These watches featured a monocoque case, bezel held by 5 screws, and an integrated Wave-bracelet. In 1977, Ebel launched the “Sport Classic” line. Also, Ebel benefited indirectly from their success, as the revenue made through this contract could be used to expand the Ebel brand itself. What Swatch managed to do for the SMH-brands (now Swatch-group) is what the les Must de Cartier-collection did for Cartier. However, they were a logical response to the market, well made, and would form the foundation of Cartier’s reinstatement as one of the top ranking luxury brands, a position they had slowly lost after the death of the Cartier-brothers. ![]() Cartier is often criticized for making the “cheap” les Must de Cartier-line. This is mainly because Cartier offered them for a price that was expensive enough to give them status but still affordable for a large group of clientele. The combination of Cartier’s strong designs in vermeil cases with a quartz-movement proved to be very successful. This included the ‘les Must de Cartier’-line. Amongst other successes, this capability earned them a contract with Cartier in 1975 to produce watches for them. ![]() In the 1970’s, the company recognized the impact of the quartz-movement and decided to develop and build these movements themselves. While many watch brands where struggling for survival, Ebel was entering what was one of their two most profitable decades. ![]()
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