Formex Swiss Made Watches presents their new REEF Automatic Chronometer COSC 300M Dive watch along with a complete update of the company’s branding. The new collection reflects the quality and engineering of their popular Essence watch and adds the sports-character the Biel/Bienne based manufacturer is known for the past 20 years. A true Divers’ watch by design, the REEF comes with an officially COSC-certified mechanical Swiss caliber and unique features that make it wear more comfortably on the wrist. A watch configurator lets customers choose between a selection of different ceramic bezels and unique hand-finished dials. The new collection is now available for limited pre-order starting at $1,670.00 with delivery by December 2020.
New logo – Formex rebranded
Although this is a new watch announcement, what might be most eye-catching at first glance is a complete overhaul of the Formex branding. It’s been five years since Raphael Granito, a Biel/Bienne native, took over Formex and infuses the brand with knowhow, materials and engineered features from high-end watch manufacturing. By presenting a new logo that resonates with the new identity and quality of the most recent collections, Formex certainly also responds to feedback received by their community. The new icon shows Formex’s signature hexagon screw, a stylized F and X combined to an infinity loop that represents the commitment to manufacturing long-lasting quality timepieces.
New watch – the REEF Automatic Chronometer 300M
With a new dive watch and 32 possible configuration options, Formex’ new REEF Automatic Chronometer is a truly versatile underwater collection. The 42mm stainless-steel case with its distinctive shape provides both a functional guard for the screw-down crown and a stunning visual symmetry alike. A double gasket construction is designed and tested for 300 m / 1000 ft of water resistance. Mirror-polished bevels and brushed surfaces throughout create a unique balance between elegance and the brand’s high-octane spirit.
The REEF’s unidirectional rotatable bezel is one of the key functionalities of the watch. Being one of the most exposed parts, the bezel is made of an extremely hard and scratch-resistant Zirconium oxide ceramic. The graduations and numbers are engraved by femto-laser pulsations. Each bezel takes 60 minutes of precision engraving to achieve its three-dimensional effect. Machined gear-like indentations on the bezel’s edge allow a diver the ideal grip to safely set and monitor diving time and decompression stops. The 60 click action is responsive and smooth, yet offers firm and precise function of the bezel.
The sunray finished dial is manufactured at Formex’s in-house dial manufacture in the Jura mountains. The gradient for the different colors is sprayed by hand. The REEF’s bold rehaut-style hour markers are also hand-applied and triangle shaped, pointing towards the broad hour and minute hands that share the same detailed beveled mirror polish and brushed top surface finishing. Hands and hour markers as well as a capsule on the bezel’s zero marker are deep-filled with Swiss Super-LumiNova® BGW9 that emits a long-lasting blue glow in dark conditions. Being able to read the time with absolute certainty is a matter of survival when diving.
Powering the hands is a self-winding Swiss Made SW300 with date that comes in Sellita’s highest quality grade „Chronometer”, using top of the line components only found in Chronometer-grade movements. Formex purposely chose this thin movement as it allowed to construct the REEF at just 11.4mm thickness and a perceived height of 9.4mm. Each of the movements undergoes the COSC-certification process, a meticulous 15-day rate test to ensure extraordinary levels of mechanical accuracy and precision. Only the movements who pass the stringent assessment will be certified and engraved with a unique serial number. The movements’ power reserve extends to approximately 42 hours.
The REEF Automatic Chronometer 300M can be configured on the Formex Online Boutique with each 4 dial and bezel options as well as a stainless-steel bracelet and a rubber strap. Both the solid-link bracelet and the strap feature a buckle with a patented fine-adjustment system as well as a completely re-engineered and patented quick release system that allows to swap straps without the use of any tools. The collection is now available starting at $1,670.00 for limited pre-order and will be delivered in December 2020.
Formex CEO, Raphael Granito, said of the launch, …
… «I’ve spent the past 10 years passionately developing and producing watch parts for many brands out there. Here at Formex I am now able to use that knowledge and experience to create the best possible watches with the quality attributes and design features that are usually only found in high end timepieces at a much higher price tag. We designed and crafted the REEF to be the high-quality mechanical tool watch for the daily adventure, elegant enough to wear to your wedding.”
About Formex Swiss Made Watches
Formex Swiss Made Watches, established in 1999, is an independent Swiss watch manufacturer based in Biel/Bienne, Switzerland. Their timepieces are a fusion of high tech, high performance materials and reliable Swiss movements. They operate exclusively online selling direct to the customer and through a handful of trusted online retailer. Formex offer all-inclusive pricing including taxes & duties for most countries, a free return policy, extended warranty and an augmented reality app that allows watches to be virtually ‘tried on’. Their collection can be discovered at http://www.formexwatch.com/.
For further Press & Public Relation inquiries please contact Mr. Markus Walchli, FORMEX Watch SA Head of Marketing, at markus@formexwatch.com or +41 32 333 24 55.
Technical Specifications
Formex REEF Automatic Chronometer COSC 300M
| Dimensions | 42mm diameter, 11.4mm height (9.4mm perceived height), 22mm lug width, 47mm lug-to-lug |
| Water Resistance | Waterproof to 300 meters / 1000 feet |
| Case | Stainless steel 316L with titanium grade 2 container |
| Glass | Scratch-resistant sapphire crystal with anti-reflective treatment |
| Case back | Stamped and laser engraved stainless steel 316L |
| Bezel | Zirconium oxide ceramic in Blue, Black, Green and Stainless Steel |
| Dial | Deep Blue, Ocean Black, Coral Green, Silver Dégradé. Sunburst finish with hand-sprayed gradient (Dégradé). Hand-applied Formex icon and hour markers filled with Super-LumiNova® BGW9 |
| Hands | Filled with Super-LumiNova® BGW9 |
| Movement | COSC-certified Sellita SW300 Automatic movement, fully decorated with custom made skeletonized rotor. 25 jewels, frequency 28’800 A/h (4 Hz), 42h power reserve |
| Strap/Bracelet/ Clasp | Stainless steel bracelet with screwed links and stainless steel buckle with patented gradual 10mm fine adjustment system. Black rubber strap with carbon fiber composite clasp with patented gradual 7mm fine adjustment system. All straps and the bracelet can be changed using a patented Quick Release system and does not require the use of any tools. |
| Certification | COSC (Contrôle Officiel Suisse des Chronomètres) |
| Price | $1,670.00 on rubber strap $1,790.00 on stainless steel bracelet Taxes & duties, international shipping, 30-day returns and 3-year international warranty included. Shipping of Pre-Orders starts in December 2020 |
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