Astronomy Watch by Van Cleef & Arpels Will Blow Your Mind!
The new Astronomy Watch by Van Cleef & Arpels gives you a lesson to astronomy. With the help of the guys, we get to explore the cosmos.
This Midnight Planétarium watch was launched at the SIHH 2014 in Geneva.
With a dual social video approach that traverses the jeweler’s inspirations and its core values, the watch is exploring the cosmos.
The timepiece features the company’s new poetic complication, and is highlighted in an accompanying 3D social video to help you have a better sense of the watch’s movements.
The video begins with the view of a stage where planetary globes are moving around a central point similar to how a student would construct a model of the solar system.
The model is shown at different angles before the camera pans beneath the floor to show the mechanism causing the model to rotate.
The first Facebook video focuses on Van Cleef & Arpels’ Midnight Planétarium wristwatch and its relation to astronomy, while the second examines the brand’s overall relationship with what it calls “Poetic Astronomy.”
By creating the videos to support both a product and the brand’s DNA, you will better understand Van Cleef & Arpels’ creative process.
The movements of the watch continue to spin as the viewer notices text that explains that watch mechanisms move in a way similar to the orbit of the planets.
The text goes on to explain that the watch can be set to a lucky day, the shooting star on the face tells time while the raised globes symbolize the six planets seen from Earth, each in real-time “orbit” and the case-back features a calendar.
The Midnight Planétarium watch is available in 18-karat rose-gold for $245,000 and a diamond decorated version is priced at $333,000.
The Van Cleef & Arpels guys aimed to capture the curiosity, beauty and science all featured in the Midnight Planétarium watch inspired by the constellations or the “lucky stars”.
The Midnight Planétarium watch represents the connection between art, philosophy, technology and the universe. It is true, the elements are common among the watchmakers, but this time they managed to create something out of this world.
I have to tell you that only 396 pieces were made and if you want to be the owner of the watch, you better hurry up while you still can!
What do you think about it though? Is it something you want to have in your home collection? Would you wear this fancy watch?