The rising strength of Armin Strom

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June 2011

We remember when the Armin Strom brand, a master watchmaker specializing in the art of skeletonizing, opened its new facility in Bienne in 2009. It was a veritable mini-manufacture that was very well integrated. This rise in strength was made possible by its association with the Michel family. Serge Michel took the destiny of the brand in his hands and made the company into a true watch brand with great projects. On the menu was the realization of an entirely produced in-house calibre, the ARM09. This lovely manual-winding mechanical movement featuring a power reserve of eight days, rigorous architecture, and traditional finishing was launched at BaselWorld last year (see Europa Star 3.10 or search Armin Strom on our website, www.europastar.com).

The rising strength of Armin Strom ARMIN RACING CHRONOGRAPH

Armin Racing Chronograph
Since then, the well-run brand has marked out its territory, investing in new domains such as sailing or more recently, the F1. With its new partnership with the F1 Marussia Virgin Racing stable, Armin Strom has just developed a chronograph, the Armin Racing Chronograph, the team’s official watch that was just presented in Barcelona.
It is a chronograph with a powerful design whose dial has the distinct black and red colours of the Marussia Virgin F1 team. Mounted on a high-tech leather or rubber strap in black or red, its black mat PVD-treated titanium case measures 44.4mm and is water-resistant to 50 metres. Driven by an automatic movement with a power reserve of 46 hours, it displays—besides its chronographic functions—a date at 9 o’clock and a double sapphire crystal that lets the wearer admire a type of finishing that is as meticulous as it is contemporary, as is always the case at Armin Strom.

Marazzi sailing
Another partnership was recently signed with the Marazzi Sailing team (whose skipper, Flavio Marazzi is the 2010 world champion in the 5.5 metre class and runner-up world champion in the Star Olympic class) in view of the 2010 Olympic Games. This has given birth to another exclusive limited series of timekeepers. The Marazzi Sailing watch is a superb regulator, the brand’s specialty, and is equipped with an in-house calibre whose bridges are carved from materials taken from the world of sailing. With its large blue circles that intersect on the stepped and partially worked dial, the Marazzi Sailing has a very classy appearance.
The last point indicating the major ambitions of the Bienne watchmaker is the announcement of the nomination of Michael P. Sarp as President of the Board of Directors of Armin Strom SA. Sarp is an expert in marketing known for having headed up Swatch Group Germany, followed by CEO of IWC International Watch Co. There can be no doubt that his advice will be well heeded. We will return to Armin Strom in our next edition.

The rising strength of Armin Strom REGULATOR, REGULATOR SAILING

Source: Europa Star April - May 2011 Magazine Issue