Monday, October 8, 2012

What's Wrong with Esquire's Black Book Part 2

Well, if you have been reading regularly, you will know that I am somewhat less than impressed with Esquire's editorial decisions when it comes to watches to feature in their twice annual "Black Book".

I will say it - it is lazy reporting.  I'm sorry, no offense intended.  But as I've heard it said:
"Oh yeah smart guy?  So what would you suggest?"

And to that end we are at day two and entry #2:

The Eterna 1948, with my personal favorite being the black version, so here you go -
Courtesy of Eterna
So why haven't you seen more of this, or heard more about it?  Eterna is one of the companies that some of us privately cheer for every time they do something new and cool.  Now granted, the 1948 is not cutting edge technology - it is an ETA 2824-2.  But keep in mind that Eterna does make their own AMAZING movements!  And having met with their CEO Patrick Kury, I can say that Eterna will be setting the bar for a lot of other companies.  These folks GET IT!

This is a beautiful watch and a FANTASTIC company!  And you should know about them.

So what is holding them back?  I can only speak to my own experience, and I will be frank - a very indifferent US distributor is certainly one of the issues in North America.  I for one appreciate the hard work and dedication that Eterna puts forth, but as a customer in the US I wish that their distribution partner actually tried to engage potential customers and retail partners.  I have written about Eterna several times, and every time I do, I get more than 20 emails requesting information on where to buy Eterna in North America because they cannot find it.  And of course, I really have nothing to tell them. And this is not Eterna's fault.  I can safely say having spent time with them at Basel - they LOVE the North American market.

So if you love Eterna like me - contact them in Grenchen.  Who knows - maybe we will see Eterna taking their rightful place in North America in the not-too-distant future.

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