Engineer wrote: ↑Fri Apr 18, 2025 6:20 pm I really hope after all the hype it isn't a tourbillon - a pointless and expensive solution to a problem that no longer exists!

I suppose one could say that of pretty much any mechanical wristwatch these days. Still, sometimes a bit of form over function is no bad thing - beauty in the eye and all that!

Let’s see what Thursday brings!

I hope it is fine to post this since it's part of CW's official trailer and has already been mentioned in other places (e.g. Youtube and Facebook), but there's a potential clue at minute 0:15 which seems to point to a Twelve case.

I personally have mixed feelings about it, it would either be a hard pass from me, or it might be what finally convinces me to get a Twelve. Or maybe it's some kind of prototype that they've scratched since then. We'll know in a few days.

Full link to CW's trailer here: https://youtu.be/0fc4tCE_460?si=TkXYRvRlQz1mQoiK

With the release of the latest ‘pixelated prototype unboxing’ clip on Instagram, I’m starting to increasingly wonder whether this promotional campaign is ‘too much’?

I appreciate this question is subjective, and that ultimately CW is a business where creating buzz/excitement/hype (whatever you wish to call it) in a crowded market place is potentially very important to the company’s success.

Personally, I am excited. But at the same time I often find the more I’m told something is going to be amazing, the less amazed I am. So there’s an underlying concern of anti-climax.

It reminds me of the time I was fortunate enough to eat at Heston Blumenthal’s The Fat Duck, which by all accounts should have been the finest meal I’d ever eaten in my life, but I was rather put off throughout the entire experience by constantly being told how wonderful I should find everything.

This isn’t a criticism of the marketing per se, just my own personal view of how it might affect my feelings on the release when the time arrives.

P.S. I wasn’t around for the release of the Bel Canto but from what I have read and seen my interpretation is that there was more an underlying feeling of anticipation and excitement rather than it (initially) being shouted from the rooftops. But I’d be interested to hear others’ perspectives as to how this build up compares.

I know exactly what you are talking about as to expectations. My mind goes to a hyped up movie premier. I'm usually completely underwhelmed at the showing after weeks of being told what a wonderful production I will be treated to. The best things are, for me, those that surprise.

I couldn't agree more! In fact when Bel Canto launched first, as a limited edition, I think the marketing was way toned down. Either that, or I was too busy to pay attention to watch releases due to having my 2nd born kid. Most likely both. Even the e-mail they sent at launch seemed mostly informative, not aggressively pushing for people to jump on it:

"A feast for your eyes. And your ears

The extraordinary C1 Bel Canto. Powered by our
new FS01 movement, it sounds a chime on the
hour -every hour. With an intricately polished
and stacked dial. And a Grade 5-titanium case
that's ultra-light and incredibly durable."

Now they're trying to generate a lot more hype and only using superlatives. And I get it, they're promoting their product, and it might as well be a great one. But some people will undoubtly be disappointed.

I've seen many people saying it will be a tourbillon, and some hoping for a minute repeater, or maybe at least a variation of the chime. A lot of others probably hope that as well. When / if that doesn't come true, some will most likely feel let down.

I , for one, I have my expectations set quite low, despite the hype. That's what slightly concerns me, since I will probably end up liking it. I would be fine with just a visible balance wheel if it's well executed and doesn't have the craziest price. I've been looking for an open heart watch for a long time but nothing resonated with me, so I thought this might be it.

On the other hand, I could not concieve that it would be based on the Twelve until a few days ago. I still hope that is not the case (pun intended), and that it was just an intentional way to set us off track, or just an earlier prototype that they tried. I might still end up getting one if it does end up being as good as they claim, so I don't want to be a hypocrite, but I do very much dislike integrated bracelets so I would expect to have an intense love-hate relationship it.

I guess my point is that if they do end up doing something as divisive as using an integrated bracelet case, or a similar choice that is somewhat against the norm, some people might not be happy about it and that, as you said, will certainly get amplified by all the hype.

Re the last number of posts above, this hyping is nothing new. In many ways it is CW's business model, or it certainly has been since I've been checking in on the forum. The new watch market is a field with a huge amount of runners and riders. Why not use the tools at your disposal!? First off CW touted their unique, and extremely fair, business model for pricing watches which garnered them a lot of fans. Now they sprinkle every launch with horological 'cat nip'. It must be working or they wouldn't do it. Part of the reason I visit the forum is to see the fervour that gets stoked up by these launches. It becomes very visceral as launch day approaches, you can feel excitement/expectation levels literally crackling.

Des

This level of marketing only started after 1st generation of Bel Canto. And I do agree they have some great products to brag with. I'm also not against using the tools to promote their products and generating interest, but I do think they should be just a bit more cautionous with setting expectations.

With the way they've marketed this one, many people expect that it would be their greatest release ever, and a lot might be disappointed if it's not what they imagined to be.

I just hope it lives up to the hype.

People know what’s contained in marketing material because they engage with it.

I do look at the CW stuff because of my role on the forum. Most other stuff I delete on sight.

It’s quite nice to turn your devices off and go smell the flowers.

strapline wrote: ↑Mon Apr 21, 2025 7:06 am Re the last number of posts above, this hyping is nothing new. In many ways it is CW's business model, or it certainly has been since I've been checking in on the forum. The new watch market is a field with a huge amount of runners and riders. Why not use the tools at your disposal!? First off CW touted their unique, and extremely fair, business model for pricing watches which garnered them a lot of fans. Now they sprinkle every launch with horological 'cat nip'. It must be working or they wouldn't do it. Part of the reason I visit the forum is to see the fervour that gets stoked up by these launches. It becomes very visceral as launch day approaches, you can feel excitement/expectation levels literally crackling.

Des

Or even literally cracking?
I'm very much enjoying the trickle of what the butler saw moments on instagram (which coincidentally is a new discovery for me and I'm entertained by a lot of the AI-generated video content) so I'm content to be drawn along by the current thinking that I've probably already seen the major part of the pre-release video. But there's a new watch you say? I'll wait and see.

Not using IG (no real reason) means reading the posts in this thread is intriguing and whets the appetite nicely.
Excited to see what’s going to be released…

Millertime wrote: ↑Mon Apr 21, 2025 5:16 pm Not using IG (no real reason) means reading the posts in this thread is intriguing and whets the appetite nicely.
Excited to see what’s going to be released…

There are also a number of posts with some educated (and not so educated) guesswork in this recent / current topic;-

What's ahead in 2025


Guy

I'm assuming that this all relates to the advert in the last issue of "Private Eye".

"Verboten Durch Technik"

I'll admit my German isn't all it should be having lived there, but ... "Prohibited through technology"? Does that actually mean anything, or is it just more babble from the marketing department?

alexqaws wrote: ↑Sat Apr 19, 2025 12:59 am I hope it is fine to post this since it's part of CW's official trailer and has already been mentioned in other places (e.g. Youtube and Facebook), but there's a potential clue at minute 0:15 which seems to point to a Twelve case.

I personally have mixed feelings about it, it would either be a hard pass from me, or it might be what finally convinces me to get a Twelve. Or maybe it's some kind of prototype that they've scratched since then. We'll know in a few days.

Full link to CW's trailer here: https://youtu.be/0fc4tCE_460?si=TkXYRvRlQz1mQoiK

Screenshot_20250419_024941_YouTube.jpg

based on these observations I think it'll be a watch that resembles a lot this Czapek watch here:


So the question is which colour would be best to go for? silver? blue? green? salmon? any other?

timepieces_and_bags wrote: ↑Tue Apr 15, 2025 11:04 am Documentary to mark the release of the new watch. Premier on YouTube 19:00 BST on 23rd April. Sign up here:

Something's Coming

Anyone else unable to sign up? Everytime I put my details in I just get a blank white screen!