by Kyle Stults on September 21, 2009
In the “not something you see every day” deparment, Swiss watch brand Louis Moinet has partnered with the University of North Carolina (UNC) to produce 20 limited edition watches inspired by UNC Tarheels Head Football Coach Butch Davis (pictured below). I see and cover a lot of partnerships here at First In Watches, but I believe that this partnership – that is, one that is inspired by a coach from a respectable but by no means dynastic collegiate football program and a reknowned Swiss brand – is the first of its kind.
Louis Moinet is offering a limited edition of 20 Twintech Chronograph luxury timepieces (pictured below) at $9,900 per watch – and Coach Davis’ watch (he will wear throughout the upcoming season) will be auctioned for charity after the season ends. Obviously no one expects the UNC students to be snapping up these watches – after all, $9,900 is some serious beer and tailgating money for your average UNC Tarheel fan! The more likely targets for this watch are wealthy alumni and supporters of the University and its athletics program. Thankfully, Louis Moinet did not emblazon the watch with the UNC logo or other markings, but instead chose to use the Tarheel colors – thus this watch could still appeal (read: sell) to watch collectors who are not necessarily UNC Tarheel fans and who have never heard of Butch Davis, but simply like the look, feel and exclusiveness of the watch.
Now while there is nothing “wrong” with creating a limited edition, $10,000 watch for a University as inspired by its football coach, it is certainly peculiar, in my view. Most Swiss watchmakers tend to prefer partnerships or commemorative watches affiliated with polo, sailing, alpine skiing, or other sports for enjoyed by the generally well-to-do, and they do this to help support the “luxury” image of their brand and their watches. Of course this is not a hard and fast rule, but it makes sense – “a [brand] is known by the company it keeps”, right? I guess I am having a hard time understandng what the “UNC Tarheels watch” does for the Louis Moinet’s image (no offense meant to UNC!), but hey, clearly they see some value in such a special partnership and at the end of the day it will do some good for charity, too. What is more clear is that a personal connection was the largest driving factor in what brought these two organizations together – the head of Louis Moinet North America, Michael Brader-Araje, reportedly has long-standing ties with University of North Carolina, and thus his personal passion and connections was undoubtedly instrumental in the creation of this unique partnership.
And what does UNC think of this arrangement? Here is Coach Butch Davis’ statement:
“While the Louis Moinet company is recognized worldwide as expert watch makers, Louis Moinet North America is headquartered right here in the Triangle. I am proud to be wearing their Twintech Chronograph this season. I love wearing this magnificent watch and it is great to partner with an international company so interested in working within their local community. I’m also thrilled that this partnership will benefit Chapel Hill’s SECU Family House as a result of the auction.”
First In Watches will keep you posted on this watch – particularly the “for charity” sale of Coach Davis’ watch on tarheelblue.com later this year or early 2010. If you want one for yourself, feel free to click on over to the special website that was created and you can see more pictures, info, etc. The watches will be available in October and Louis Moinet is currently accepting pre-orders at www.NCTimepiece.com or you can call 866-703-1806. Individuals placing pre-orders can choose the production number of their watch (out of the limited edition of 20), subject to availability.
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