Monday, January 14, 2013
Launched last year, there’s a new German watch brand, at the moment known mainly to watch forum regulars, whose aim is to manufacture affordable mechanical watches assembled in Germany using German made cases, dials, crowns and bracelets but fitted with Swiss mechanical movements.
The brand is Rotor Watches and its founder Frank Schiffner knows the watch business through and through having started his career with a small mail-order timepiece business founded in 2004, before making the decision to launch a brand following feedback from his customers.
Herr Schiffner explained: “Quality, honest advice and excellent customer service were, from the beginning, the foundation of our company."
While the movements are Swiss, Herr Schiffner, located close to Munich, has no problem with signing them ‘Made in Germany’. The German industry has an excellent reputation, and watches entirely made in the country are perecived as being top grade.
Taking its cue from the successful marketing strategy already forged by British/Swiss watchmakers Christopher Ward, Schiffner went on to explain that following numerous discussions with customers he identified a need for superbly crafted watches at an affordable price. The next step was then to launch Rotor.
Herr Schiffner works in close cooperation with established German watchmakers and bracelet manufacturers, so as to achieve the highest possible standards of quality.
The watch collection is divided upon familiar lines, there’s a pilot’s collection complete with a chronograph model, a diving watch and clean 38mm Bauhaus-inspired classic watches running on the tried and tested ETA 2824-2 automatic movement with a power reserve of 38 hours - as well as a wide collection of watch straps.
The prices are on par with some of Christopher Ward’s watches too - upwards of €319. This will buy you a robust and dependable Rotor Watch, but if you are looking for intricacy and a high degree of finishing, you’re going to look to the Swiss brands and pay a lot more.