Seiko Announces the SARX Presage Mechanical

Seiko recently announced a new model in the SAR line of mid-range dress watches. The new SARX range is powered by the Seiko 6R15 automatic movement and comes with a domed sapphire crystal up front and a display case back. The 6R15 is Seiko’s answer to the ETA 2824 and offers the hacking and hand winding ability not seen in their 7Sxx models. Measuring 40 mm across and 13 mm thick, the SARX series should suit any wrist but its styling may prove to be polarizing.

Precursor SAR lines features reserved styling and subtle details while the new SARX  features massive markers and roman numerals at twelve and six. These new SARX models are nice looking Replica watches, but we wonder how much more elegant the design might have been if the markers were 50% smaller. Available with your choice of a white (SARX001), black (SARX003) or blue dial (SARX005), this new range from Seiko appears to be available only in Japan with a list price of 68250 JPy (~$890 at time of publication) but grey market dealers will ship worldwide and their pricing is closer to $680 USD. This new design adds a considerable amount of depth and texture to the dial but the over sized markers may prove to be too flashy for an otherwise conservative design. Additional models after the jump.

Jaeger-LeCoultre and the Deep Sea Vintage Chronograph

Few companies have embraced the “vintage inspired” trend with more enthusiasm (and success) than Jaeger-LeCoultre. JLC has a wonderful horological history and many classic models on which they can draw inspiration for new designs or tributes to past models. With notable examples like the lovely Grande Reverso Ultra Thin Tribute to 1931 and the gorgeous Memovox Tribute to Deep Sea, JLC has a firm grasp on their strengths in both aesthetic watch design and technical innovations. The latest model to join their vintage brigade is the Deep Sea Vintage Chronograph (ref: 207857J) which builds on the success of 2011′s Memovox Tribute to Deep Sea by incorporating a two register chronograph into its vintage diver DNA.

The Deep Sea Vintage Chronograph comes only as pictured (right) sporting a 40.5 mm stainless steel case, plexiglass crystal, and matte black dial with “tropic” colored luminous markers and hands. The lume choice, along with the rest of the styling, is meant to be reminiscent of JLC Deep Sea watches from the late 50s and 60′s. Timekeeping and chronograph duties are managed by the JLC calibre 751G which is an automatic movement with 37 jewels and a 65 hour power reserve. This model is about style and historic brand DNA so it’s not surprising that it lacks any of the haute horology complications that JLC is incorporating into some of their other models seen at SIHH this year (see the JLC Duometre a Spherotourbillon).

The Deep Sea Vintage Chronograph is an excellent design that sports a modern movement and is the result of the strength of the original Deep Sea models as well as the JLC brand. Given the excellent style and JLC’s position as one of the most respected manufactures in the Replica watch world we are quite sure the Deep Sea Vintage Chronograph will be a hit, even with a rumored price point above $10, 000.

The guys from Hodinkee.com got to see the Deep Sea Vintage Chronograph in person at SIHH this week, they posted some great photos here.

Rolex King of Watch Advertisers, Again

As usual, Swiss watchmakers are well represented among the top watch advertisers in the US in 2010. This data, compiled by Kantar Media, reflects the strength of the Swiss watch presence in the US.

However, total spending for watch advertising, while rising 26 percent from 2009, is significantly less than the record 2007 year ($387.6 MM in 2007 vs $316.3 MM in 2010).

Despite a drop of nearly 10 percent in adverting expenditures, Rolex remains at the top of the heap followed by Breitling. Bulova has doubled its advertising budget since being taken over by Japan's Citizen in 2008.

Here's the top 10 breakdown by overall rank, Swiss rank, brand, and amount in millions spent. Any surprises?

Overall Rank	Swiss Rank	Brand	Amount ($ millions)
1.	1.	Rolex	43.43
2.	2.	Breitling	24.92
3.	--	Bulova	23.15
4.	3.	TAG Heuer	22.77
5.	--	Citizen	18.84
6.	--	Cartier	16.02
7.	4.	Omega	14.81
8.	5.	Movado	11.09
9.	--	Chanel	9.27
10.	--	Seiko	6.1

Soaring Swiss Franc Means Rising Watch Prices

The Swiss franc is up 25 percent in 2011 against the US dollar forcing swiss watch manufacturers to raise prices.

The rush to the Swiss franc, viewed as a safe "reserve currency," has been fueled by the financial troubles and debt plaguing Europe and the United States.

The Swiss National Bank (SNB) said on August 3rd that the franc is “massively over-valued,” and it will take measures against its continued rise. It's too early to say whether the SNB can be successful. But don't expect watch brands to wait around and find out: across-the-board 10-15 percent price hikes are likely this fall.