La Fee Verte: Chasing the Linde Werdelin 3-Timer GMT
By Straight-Six, published on 30 July 2010
While the psychoactive properties of absinthe have long been exaggerated, we’re thankfully left with the delicious literary reference that the drink’s users were devotees of chasing la fee verte (the Green Fairy). And let’s be frank: it’s not every day that you can look someone in the eye and say that you’re hounding a bewinged sprite, even if she was sporting a fetching shade of green.
But instead of drinking a spirit, a company we’ve had our eye on for a while now has us putting on our running shoes and grabbing our wallets to chase something altogether more rewarding: a watch. A green-dialed watch.
Linde Werdelin first caught our eye at Salon QP in November last year. Amidst a rather shocking collection of bright, misshapen timepieces, Linde W’s incredibly well-balanced and rugged pieces – with no less than a fully fledged click-on electronic diving instrument as an option for their diving models – had us stroking our chins and private parts, convinced we just may be looking at a classic watch brand in the making. This was definitely worth getting excited about given the alarming rate at which many watch brands have shown us their design arses in a desperate bid to please new markets/customers and increase sales at all costs.
Linde Werdelin’s 3-Timer GMT series had us when we clapped our eyes on the limited edition brown-dialed version. But with just 22 bloody pieces available (how cruel can you be, guys?!), our chances of snapping up one of those babies was non-existent.
While the black-dialed version (and silver) remain fetching and still available, you can now catch your very own Green Fairy with the steel, green dial 3-Timer GMT, suitably equipped with a black pointed calfskin strap. Frustratingly, the new piece will be limited to – you guessed it – just 22 pieces. With a retail price of €4,920, the latest 3-timer GMT is knee-deep in established luxury watch brand territory, where you do battle with IWC, Rolex Jaeger LeCoultre and the like. It’s both brave and incredibly confident.
The Prodigal Fool recently met up with Linde Werdelin to interview their management and (heavily) fondle their products. He came away hot, sweaty and very bothered. So, watch this space, as they say.
In the meantime, if this is where the Green Fairy leads us, we’re more than ready to follow.
La Fee Verte: Chasing the Linde Werdelin 3-Timer GMT
While the psychoactive properties of absinthe have long been exaggerated, we’re thankfully left with the delicious literary reference that the drink’s users were devotees of chasing la fee verte (the Green Fairy). And let’s be frank: it’s not every day that you can look someone in the eye and say that you’re hounding a bewinged [...]
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8 Responses to “La Fee Verte: Chasing the Linde Werdelin 3-Timer GMT”
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Nick
I had the pleaure of spending some time with the Linde Werdelin crew this week and getting my grubby hands on a few of their watches. So, I speak from recent experience when I say that not only do they look better in the metal but they look different. What I mean by that is that the model I thought I preferred from looking at photos wasn’t the model that ended up catching my eye the most in real-life. Conversely, the model that I really didn’t think much of from photos, turned out to be very alluring in the metal.
I don’t know what it is about the design of these pieces – possible the very angular case – but they really do take on a whole new life in the metal.
You should check them out when you get a chance. We’ll be posting a video review I did with their MD in a week or so that features some close-ups of the wacthes – the next best thing to seeing them for real.
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What do you guys think about LWs try it for 5 days for free offers? And any details on the movements?
Thanks for the piece as always
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The ‘try it for five days’ scheme is brilliant in my view. LW has proven that it very innovative in the way it designs its pieces (just look at them), its marketing (the bande dessinee ‘lifestyle’ approach and the focus on social media) and now its go-to-market strategy. In the absence of a well-developed retail network, they’re offering to ship people a watch to try for a few days before they make their decision.
Now, the cynics will say that LW are only doing that to compensate for a proper retail network but think about it: no other brand – that I know of – does this. It shows real confidence in their product and a willingness to engage with their customers that is pretty special.
One thing to note though about the scheme: then don’t send you a brand new watch. You choose from a few samples they have. So, you’re not necessarily getting the exact model that you’re thinking about buying but you certainly will get enough of a feel for the model to know whether you want it.
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Straight-Six
1 August 2010
Jerome, it uses an ETA 2892 movement…
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Show-off.
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Straight-Six
2 August 2010
You didn’t hire me for my good looks, did you?!
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In conversation with Jorn Werdelin, managing director, Linde Werdelin « The Prodigal Guide
9 August 2010
[...] kicking off a widely admired marketing campaign based on beautifully drawn comic book characters, releasing new models regularly and generating more than they fair share of coverage in the [...]
Nick Orloff
30 July 2010
Linde Werdelin must look better in the flesh (in the steel?) than on screen … they manage to get what seems like an almost excessive amount (for the company size) of rave blog posts from all sorts of people, but I can’t see why.
Must check one out in person next time I’m in your part of the globe (no retailers carrying them here in Oz).