The Emperor is Butt Naked

All the talk this AM seems to be about the re/launch of Universal Genève. And let's just say, it's not all good...

Shamelessly borrowed from the worldwide infoweb

On the one hand, industry insiders (i.e. people who are never going to take out their own credit card to purchase a UG) are all patting their chum Mr. Kern on the back telling him how shrewd and clever he is.

And then we have, well, let's just say more than a few loyal fans who have been waiting for the new UG not unlike a 6 year old waiting for Christmas, who are now collectively recoiling at the price tag. For my part? In all honesty, Universal Genève never really turned my crank. It's perfectly nice, but nothing I've laid awake at night yearning for. So I don't have a dog in this particular fight.

For more than a few dollars more...

let's see what a shit ton of money will get you.

 

The Polerouter can be yours for a meare CHF 14,000 -

Courtesy of Universal Genève 

Let's put that into perspective... 

Actually, I can't. It is simply a stupid amount of money for what it actually is.

How about a chronograph?

Courtesy of Universal Genève 

A steal at CHF 15,500! 

As is the case with all things in Watch Town, we will have to wait and see. But when you take into consideration the ridiculously large sum that was paid to buy the brand out of mothballs, you might understand the desire to see at least some ROI. With that said, for those of us in the lower 48, you can do a lot with $19,622.81 (current conversion per XE as of 6:13 AM, Friday April 10). But then again, your kids don't need to go to college, you can take public transportation, and do you really need both kidneys?

Too Small To Fail - Siduna

The watch world is full of bullshit.  There, I've said it.  The polite way to put it is "hyperbole".
I tend to speak plainly, which does not always endear me to those who guard the hallways of Watch Town with jealousy and venom.  But a few brands have really made an impression.  And one brand that I have taken great pleasure in following and finally buying one of their pieces, is Siduna.

And the object of intense desire for me was the M3440.  

A wonderfully simple bi-compax chronograph.  I was lucky enough to get to test drive one during BaselWorld last year -

http://www.tempusfugit.watch/2019/04/overtime-with-siduna-m3440-professional.html
I saved my pennies, nickels and dimes and when I had enough I was able to pick up my own during the District Time show in Washington DC last Autumn.  Mine is lucky # Hachi (that's 8 to you).
I am a social worker/English teacher and I honestly cannot afford to buy everything that catches my eye.  With the exception of a SWATCH, each watch I buy requires a plan, some savings, some discipline.  So it has to be special.  And the Siduna chronograph is just that, special.


Siduna is a two-man band composed of -

Courtesy of Siduna

Peter Wadbro, the watch maker who assembles each chronograph.

Courtesy of Siduna

And Francis Jacquerye, the designer who also happens to handle administration.  They are truly a dynamic duo.  And they do not do this from some idyllic Swiss workshop.  No, Siduna is based in what I have come to call the "Copenhagen / Malmo" metro area.  In Landskrona, Sweden, to be precise.
Currently, Siduna gives you the option to have a chronograph.  In fairness there are more options than just that.  You can have the standard Compax model, or the Flyback version.  In addition, there is a tuxedo version which Siduna refers to as "Harlequin".  

Courtesy of Siduna

Siduna offers a wonderful watch at a fair price.  No goofy promotional partnerships, no instafamous hucksters, no faux-friends of the brand.  

The watch world is full of brands that want to sell you something - a marketing partnership, a celebrity endorsement, a lifestyle.  In fairness, Siduna wants to sell you something as well -

A Watch.

Siduna - Too Small To Fail.