Q&AExploring The DNA Of Junghans With The Brand’s International Sales Director

What was the biggest highlight for your brand at this year’s Baselworld?

We have several highlights this year. To start with, our terrace building, which is the landmark of Junghans, underwent renovation and celebrates its 100th anniversary.
To commemorate this, we launched the limited edition Meister Chronoscope Terrassenbau—available in 18-carat gold and stainless steel, limited to 100 pieces and 1000 pieces, respectively. The watch includes intricate details in recognition of the terrace building, like the dark green strap of the gold watch depicts the tiles, the design on the edge of the dial indicates the wall decorations and on the caseback, you see the terrace building.

Another highlight for our brand was the successful launch of Max Bill Sandgold series. The new Max Bill Sandgold with its reduced gold tone combined with a stylish grey dial colour is our interpretation of this year’s trend towards watches with gold-plated casings. Last but not the least, this year, we introduced a new communication concept, which revolves around the depiction of the hand and the wrist to convey that we work hand-in-hand with our trade partners towards achieving success.

Tell us about the Junghans DNA and the essential design principles and aesthetics that the designers at Junghans swear by?

Since the year 1861, Junghans has been thriving as a strong charismatic brand and consistently making history with its technical and design competence. In the 50s, Junghans was known as the third biggest chronometer producer in the world after Rolex and Omega. Owing to this expertise, Junghans watches promise the utmost clarity, functionality and readability. All these important attributes are a byproduct of close cooperation between the in-house design and construction department of Junghans. Junghans is an authentic and reliable traditional German watch brand with a high grade of national and international awareness.

What are the most exciting new products or trends you’ve seen this year from brands other than yours?

We focus on our own development—we evaluate a continuous successful development, which is more valuable than following short-term trends. We have rejuvenated our brand image. We recognise that other leading brands also mainly follow their own methods.

Which watch is your personal favourite from the 2018 novelties?

Junghans MEGA series is my absolute favourite. Nearly three decades have passed since Junghans produced the first radio-controlled wristwatch, an innovation that indeed revolutionised time measurement. Since then we have been able to accrue an enormous amount of experience, expand our know-how and consistently develop the radio-controlled wristwatch further. Thanks to its unique design, the Junghans MEGA displays not only the most accurate, but possibly also the most beautiful time in the world.

The newly developed radio-controlled movement combines a highly elegant form with a state-of-the-art technological interior. In addition to the radio-controlled time, intelligent innovations ensure absolute accuracy. Even where no radio signal is available, the time can be set manually or synchronised with the aid of an app.

The Junghans terrace building is an integral part of the brand’s history. How does it play a role in the brand’s values of watchmaking?

For us, the terrace building is a landmark and the heartbeat of the brand. It is a spectacular and globally unique industrial building in the watch industry. On occasion of its 100th anniversary, we also opened a public museum that combines impressive architecture with German watchmaking history.

How deeply rooted is the classical German style of watchmaking in Junghans’ DNA vis-à-vis Swiss watchmaking?

The Swiss as well as the German watch industry command high respect across the globe. ‘Made in Germany’ stands for accuracy and reliability. German watch brands have their own design concept that is more clear and factual.

With the popularity of the smartwatch and Junghans being more invested towards radio-controlled watches, is there a possibility that we can expect such a device from your brand?

We decided to focus on producing real watches. We think that a real smartwatch can be considered more like a computer because of its different functions. Two big players who are dominating the scene by making huge investments in this technology are Apple and Samsung. So, we decided to work according to our competence and produce high-quality real watches with a special focus on optics and lasting values. Interestingly, Junghans had developed a special watch in the 90s that was built with a payment system for an international metro service. In actuality, Junghans was already ahead of its time.

What would you say to a layperson, with limited knowledge of watches, to get them interested in investing in high-end timepieces?

It would be wise for a layperson to opt for a high-end timepiece. But they should focus on a strong traditional watch brand that has strong technological competence. A high-end timepiece reflects the wearer’s character, style and quality awareness. A high-end timepiece is also an emotional companion and gives one pleasure for life, apart from increasing the quality of life.

What is your opinion on distributing your watches to suppliers and retailers through online marketplaces?

The stationary trade is our partner number one. It is evident that offline trade and online trade are not only compatible and important but also complement each other. The modern-day consumer wants to purchase a watch with utmost convenience at any time and at any location. It is clear that mono-brand stores and multi-brand stores will also exist in the future as they offer the consumer an emotional shopping experience with a Junghans watch and realise the quality first-hand.

We believe that the multi-channel strategy offers the possibility of exponentially increasing the number of customers. As a retailer and online dealer, Ethos Watch Boutiques is a good platform for brands to increase the market potential and reach more customers.