|
|
|
| Asprey The Art of British Luxury |
In this day and age, when you think of wristwatches, you don't necessarily think of England. There was a time when London was actually a renowned center of watchmaking, but this was many hundreds of years ago. The only contemporary English watchmakers that come
to mind are George Daniels, of Omega Co-Axial fame, and Graham, a brand resurrected from a famous name belonging to the above-mentio-ned period.
Even though Asprey may not necessarily have a tradition in watchmaking as such, it does have a tradition in luxury - especially in Britain. At the moment, however, it seems that Asprey would like to take this tradition beyond Britain's watery borders. With a new flagship store that opened in New York in October 2003, exclusive British luxury is now coming to America's fashion capital. The house of Asprey was founded in 1781 in Mitcham, a small English village famous for its lavender. The business was started by Charles Asprey and his son, also named Charles. Fast forward to 1841. The company went into partnership with a high-class London bookseller, and in 1847 it moved into a property located on London's fashionable Bond Street.
|
 |
Asprey of this era was very astute and made many far-sighted acquisitions regarding personnel, property, and the buying of businesses, including The Alfred Club (once the legendary haunt of Lord Byron), an advantageous purchase that allowed the
company entrances on two of London's most frequented streets. Asprey described itself as having products "of exclusive design and high quality for people of refinement and discernment." Able to establish itself as a premier manufacturer of luxury wares at the Internation-al Exhibition of 1862, the company was granted a Royal Warrant by Queen Victoria. One of its most popular items of the day was a leather traveling case, which soon entirely replaced the wooden model used by the wealthy until then. Throughout the 1800s, Asprey counted many royal personages - and not just of British descent - among its valued customers. This continued into the twentieth century, a good example being the documented commission for the Maharajah of Patiala,
who ordered a large teak traveling trunk for each one of his wives. Asprey employed the best craftsmen it could find to complete the order.
Modern times find Asprey raising its profile by sponsorship of the Ferrari Formula One team and other prestigious events and celebrity happenings such as Madonna wearing an Asprey tiara from about 1910 that consisted of 767 diamonds at her wedding. Asprey also regularly outfits celebrities with jewels for the Oscars. Most prestigious was the large heart-shaped sapphire and assortment of diamonds dubbed Coeur de la Mer that Kate Winslet wore around her neck in honor of The Titanic on 1997's Oscar night. The necklace was later auctioned off for charity.
Asprey's palette of luxury goods is quite varied, and today still includes china, glass, rare books, and guns in addition to the leather goods, silverware, jewelry, and watches it has always been famous for. In days gone by, Asprey had employed the best of craftsmen to complete unique commissions or work on regular series -even while the clients waited.
Today Asprey no longer employs watchmakers
on premises, but this does not hinder the traditional British store from presenting a new collection of wristwatches. Crafted entirely in the house's credo that charm, refinement, and genuine individuality are once again en vogue, Asprey has manufactured these timepieces to survive many decades. Paying homage not only to the British notion of luxury, but also to the British spirit of invention, this collection is built to last.
Asprey's NO.8 collection has been completely designed by the luxury house. Combining Swiss technology with the timeless elegance that this traditional British house has been known for since 1781, a small collection has emerged that is noble enough for its most loyal of customers. It was inspired by Asprey's historical eight-day timepieces, which were famous for their excep-tionally long power reserve of eight full days. The design of the NO.8 Eight Days Limited Edition was recreated from Asprey's own archi-ves. The ensuing collection, NO.8 Chronograph, Automatic and Ladies, are natural extensions. The Limited Edition represents the highlight of the collection. Limited to one hundred watches, each case is discreetly numbered and comes with a certificate of authenticity. An 18-karat white-gold case houses
the eight-day move-ment featuring a power reserve indicator. A screwed-down sapphire crystal case back allows a look into the intricate movement.
The gents' collection includes an automatic watch with date and a chronograph, both outfitted with movements that have been certified by the e.OSe. (Controle Officiel Suisse de Chronornetrage). They are available in elegant stainless steel or 18-karat yellow gold cases, also outfitted on the back with a sapphire crystal. The silver dial is speckled with Asprey's trademark purple elements, and the
crown is engraved with Asprey's "A." The women's version in stainless steel or 18-karat yellow gold is outfitted with a Swiss quartz movement. It is available on a myriad of different-colored straps to fit the mood and style of any woman.
The NO.8 collection ranges in price from $1,900 to $29,000 and is available exclusively at Asprey stores.
|
|
|
|
|
|
|
