Make room, Rolex and Patek: A new group of watchmakers is jumping onto the field.
The meteoric and continuing rise of the sports watch has spurred unabashedly elitist brands such as A. Lange & Söhne and Vacheron Constantin to produce more casual timepieces, aimed at clients who want watches they can knock around without remorse despite five- or six-figure price tags. Even Patek took it up another notch: In April, it launched athat measures down to tenths of a second and features seven exclusive patents.
But in a twist, this year has seen more accessible brands raising the bar on their own sports models, unveiling increasingly pricey versions no doubt meant to capture some of the still-fevered market. Tag Heuer released a six-figure chronograph accented with lab-grown diamonds, for example, while Grand Seiko debuted its first constant-force tourbillon—and both brands took pains to say that these models were, rather than one-off events, instead a hint of things to come.
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