The build up was intense. Months of teasers and speculation to see what new CEO of TechnoMarine Vincent Perriard would do to the brand that desperately needed a refresh. At the same time, Perriard only had a few months because he was new to the brand - fresh out of his seat at Concord. His task was to release new watches for Baselworld 2010 to be interesting enough for people to notice the brand again. Not an easy task, especially given the molasses like pace of the watch industry. The middle of March was the proving ground - would the new collection have enough appeal to convince enough people the brand was worth paying attention to again.

In the 1990s TechnoMarine was a big deal because it was another "mold breaking" brand. I've discussed this before, but I will again because I think it is important. TechnoMarine opened the doors to modern luxury sport watches. Not that they themselves were super high-end, but the brand revolutionized the concept of who wears sport watches, and when they can be worn. Mixing plastic with diamonds was an odd thing back then. In fact, for most people it still is. But the concept worked.

The watches looked like blinged-out Casio G-Shock watches with analog hands, and they worked. The industry stole the concept to a degree and overshadowed TechnoMarine a few years later with lots more, much expensive or unique pieces. To a large degree, I think you can credit TechnoMarine with making it acceptable to offer (and buy), the legions of gold watches with rubber and/or diamonds. Plastic was simply an interim material, making way for all sorts of exotic sporty materials that you'd never traditionally think of pairing with luxury watches.

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While TechnoMarine hasn't really gone anywhere, they certainly didn't grow too much in popularity. For 2010 their idea is to change all that. Have they succeeded? Well they are off to a good start. They also have a killer advertising campaign and messaging plan that I think will be excellent for the brand. Just wait until you see their ads soon. For Perriard, the most important of the new collection is the new TechnoMarine Cruise Sport line. I initially wrote about it here on AskMen.com. This is the major mainstream collection that he is going to be focusing on. A 40mm wide and 45mm wide model selection with and without a chronograph. Priced at about $400 and under, this is a watch made for the masses.


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