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What Are These Guys Up To?
Written by Joe Thompson, November 22, 2009
TechnoMarine made a big splash a decade ago. A new team is hoping to do it again.
The image of (left to right) Christian Viros, Vincent Perriard, and Steven Cohen, nearly up to their necks in water, is designed to make us wonder what these three bobbing Pep Boys are up to. The image is apt because that’s exactly the question lots of people in the watch world are asking.
These three have teamed up to try and revive the TechnoMarine watch brand. TechnoMarine, you may recall, was the world’s hottest watch brand 10 years ago. It burst on the watch scene in 1999 with a watch called TechnoDiamond that turned a faux pas into a fashion statement by brazenly combining diamonds with (egad!) plastic. It had 1.1 carats of diamonds in two rows around the bezel and a translucent plastic band that came in colors ranging from transparent to mauve.
TechnoMarine’s TechnoDiamond created a Techno-craze. Fashion and watch magazines hailed Franck Dubarry, the French advertising executive who created the company and the design pretty much on a whim, as a genius. Dubarry moved the business to Los Angeles and made quartz TechnoMarines a fixture of the jet set’s weekend wardrobe.
For a while. Dubarry had a good run, but eventually the brand fell victim to the two demons that plague all overnight-sensation watches: knockoffs and the need for a second act. (Think of Carlo Crocco’s gold-and-rubber Hublot and Severin Wunderman’s Corum Bubble.) Diamond and plastic watches proliferated. Over time the novelty wore off and the brand got tagged as a “one-hit wonder.” By mid-decade, the wind had come out of TechnoMarine’s sails (and sales). In 2006, Dubarry sold the company to an investor group and pursued other interests.
TechnoMarine made a splash combining diamond-set cases with plastic bands, as in this Cruise Star model.
http://www.watchtime.com/featured/what- ... uys-up-to/
http://www.jckonline.com/2016/02/19/con ... chnomarine
http://forums.watchuseek.com/f2/invicta ... 92354.html
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