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Dior: The Art of Embellishing Time

Dior is something of a newcomer to the world of watchmaking, having presented its first watches in 1977. Initially specialising in accessories, the company soon mastered the art of embellishing time, especially since its core activity had already accustomed it to managing the ephemeral in the shape of its constantly changing collections. Yet Dior has also evolved naturally. Eight years ago, the firm’s marketing was very fashion orientated, but today it adopts an unmistakably couture approach to its creations. The same can be said for its watchmaking activity. Dior’s collections progressed from the Malice to the Riva (the first models to be set with diamonds) before the brand brought in Victoire de Castellane to design D for Dior.

Launched by Heidi Slimane in 2004, the Chiffre Rouge collection and then the 2005 Christal series presented by John Galliano underlined Dior’s creativity across the watchmaking spectrum, from the most sober to the most voguish models.

Now part of the LVMH group, the fashion house also exemplifies a certain audacity. Intent in rolling back the frontiers of aesthetics, Dior intentionally took its audience by surprise in 2008, when it presented the Christal Tourbillion watch, a luxury watchmaking paradigm equipped with a calibre whose total transparency revealed the pure lines of a complication prized by the public. In 2009 at Baselworld, riding the wave of its success, the Paris firm introduced a remarkable collection of models whose transparency was by now a signature theme, almost a secret code. The Christal Mysterieuse (equipped with a calibre developed by Quinting) and the Christal Tourbillion Rubis were the kinetic developments of a consummate art. Completely redesigned and equipped with an automatic mechanical movement, the Christal 42 model benefited from the image enhancing effects of these creations. Other marvels that have revealed the haute couture firm’s potential are the Chiffre Rouge D01 and D02 diving watches.

These models draw on their inspiration from the technical world of men and women in the field. Like the new generation of D for Dior Mini or Maxi, they are sure to win over celebrity artists and performers reflecting the different facets of their personalities.

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