
David Yurman’s new men’s watch collection, “The Classic,” includes this chronograph style, which starts at $4,500 retail
New York–David Yurman isn’t new to the watch business, but its upcoming men’s collection, “The Classic,” elevates the brand’s timepiece offerings to a more mature level and it does so at an “affordable luxury” price that company executives say is in synch with the times.
The collection was unveiled at an editor luncheon at the company’s headquarters in New York on Monday, hosted by chairman and chief designer David Yurman and his son, Evan Yurman, one of the principals of David Yurman Design and creative director of the men’s jewelry and men’s timepiece businesses.
Scheduled to be released at the brand’s 15 freestanding U.S. boutiques in May, the collection will be available more widely this fall, with a limited distribution to include about 20-30 retailers. The price points range from $3,200 to $18,000.
“These are beautifully priced, especially if you know what is in the watch and what went into them,” David Yurman said of the Swiss-made collection. “It’s very appropriately priced.”
And price has become an issue, even for the luxury market, which was humming along steadily until October 2008, when the bottom dropped out for mainstream retail and the previously insulated luxury market alike. Now in its 29th year, David Yurman has seen previous recessions, and though this one seems unpredictable at the moment, the company is facing it head-on.
“This is not like ‘82, and this is not like ‘76,” Yurman told National Jeweler in an interview after the luncheon. “It’s an economic metamorphosis.”
In light of the economic downturn, Yurman said the company has focused on keeping its creative juices flowing and adapting to how the American consumer has changed and will change.
“It’s energizing,” he said. “What you have to think about is how has the world changed? How has the customer changed, and how has the way they perceive luxury changed?”
In terms of those changes, The Classic is on target, the father-and-son design team said.
One of the most significant differences in the new watch collection is that the cases, which range in size from 43.5 millimeters to 46 millimeters, are round instead of cushion-shaped. Manufactured in Swiss watchmaking hub La Chaux-de-Fonds, Switzerland, the collection includes: The 3-Hand Automatic, which features an ETA 2892-2 movement and starts at $3,200; the Moon Phase, which features a Dubois-Depraz 9000 movement and starts at $5,800; and the Chronograph, which features a Dubois-Depraz 2050 movement and starts at $4,500.
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With new watches, Yurman seeks instant ‘Classic’