labels: Brand Dossier, Marketing
Limited edition watches from BorgeauD news
20 March 2009

BorgeauD SA has launched the world's first Swiss watch with an Indian panchang (calender) based on Vedic astrology.

The La Collection Gravitas range has introduced horology to the daily 90-minute Rahu Kaal sequence that occurs at different times each day of the week. The Panchang is a way of life for many Indians. It is based on a logic system developed through mathematical calculations that clock movements of the sun, the moon and various planets and indicats auspicious days, months and times of the day, everyday.
The watches, which are limited in edition, were unveiled at a global premiere in Bangalore yesterday.

From the classically elegant models to the sport-chic models, BorgeauD watches for men and women are tastefully crafted and built in the region of Neuchâtel, Switzerland's legendary watch-making region. Bangalore's links to Neuchâtel, especially in watch making dates back several decades.

''This is a watch-maker's watch," says said Marc Aeschbacher, who together with Chitra Subramaniam-Duella co-founded BorgeauD SA.
BorgeauD SA was founded in 2007 by Marc Aeschbacher and Chitra Subramaniam-Duella. The two entrepreneurs have over 25 years experience in business development, finance and communications.

Aeschbacher said, "We have developed an entirely new mechanical complication to capture the passage of a non-sequential 90-minute time sequence which occurs everyday of the week. It is the first time in the history of watch-making that such a watch has been developed in Switzerland.'' he added.

A droplet or a window in the dial of the watch fills up with a colour at the start of the reflection or Rahu period and gently empties itself in real-time for 90 minutes.

''La Collection Gravitas brings the best of Switzerland and the best of India in a timepiece that is not only beautiful, but also useful,'' said Subramaniam-Duella. ''It is a contribution from India to the understanding of time and its many messages,'' Subramaniam-Duella added.
The entrepreneurs say their watches speak to a life-style and cater to a need in the world's largest free-market economy.

The company said in a press release S Ramadorai, the CEO and managing director of Tata Consultancy Services (TCS), is mentor of  BorgeauD SA.

The watches will be retailed in Bangalore at Helios, Titan Industries' newly-launched watch store and Ethos - Swiss Watch Studios, India's largest retailer of Swiss watches, in Bangalore, New Delhi and Gurgaon.

In Switzerland, the watch with the Panchang has caught the attention of several collectors.


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Limited edition watches from BorgeauD