Czapek & Cie Aurora Borealis

Czapek Unveils ‘We Collect Rare People’ Campaign

Czapek & Cie is moving forward with its new marketing campaign and is also unveiling some great new Aurora watches including the Blue Aurora and the Quai de Bergues Aurora. The campaign is pretty smart, with a tagline that reads, “We Collect Rare People.” According to brand executives, the campaign is focused on a sharing of passion and community, as well as on rarity — something all watch brands tout. However, the real play on words has to do with the watch collecting community, which is always on the hunt for a rare timepiece. I happen to love the phrase and actually wonder why other brands didn’t think of it sooner.

“Our ‘rare people’ are the customers, the shareholders, the team, but also the craftsmen and women who create the components and all the partners that have been supporting us in this challenging journey,” says Xavier de Roquemaurel of Czapek & Cie.

Czapek & Cie Blue Aurora

Meet the New Aurora Watches

Representative of the campaign, the brand is unveiling two new Aurora watches with the unique hand-created guilloche pattern, Ricotchet(R), on the dials. The motif was created by a team of artisans at one of Czapek’s partner companies, Metalem (an expert at hand=made engine-turned dials) and unveiled to the world in 2017.

Now, the new watches offer an evolution of that original design. Created by Metalem’s artists, the design is a mesmerizing geometrical pattern that occurs in a wave-like motif. The brand loved the design so much that it created two new watches using the pattern. The 42.5mm Blue Aurora, as its name suggests, features a rich blue dial, while the steel Quai des Bergues (a main street in Geneva) Aurora Borealis features a silver dial. In both cases, the dial is made of a secret alloy of gold, silver, palladium and platinum. The watches are powered with the Czapek SXH1 proprietary caliber created in collaboration with Chronode. It offers day/date indication on a subsidiary dial at 5:00, and seconds on a harmoniously placed subdial at 7:00. It holds two barrel springs and offers seven days of power reserve. Just 1o numbered pieces of each will be made, each retailing for about $16,000.