The Revival of Unconventional Luxury
By: Nicole Lampru   |    Manager/ Creative Dept. | Time Concepts/ Dimitri & Co.
October 24, 2012   |   0 Comments

TechnoMarine Watches

The Revival of Unconventional Luxury


When Franck Dubarry founded TechnoMarine, he took the industry of watch-making to a new level.

He did the unimaginable; committing the sacrilege of setting diamonds on a plastic diving watch and bringing the Technodiamond model to life. The result of such sin: A new tendency in the industry and a new category in high-end Swiss watches, still present today.


For years to come, TechnoMarine would be the trendsetter, the hipster of the time that would give luxury a fresh allure and a carefree attitude. L’Enfant terrible de l’horlogerie.

For many reasons, the company was eventually sold and for a while, many thought the once untamable child had been scolded...Not necessarily the case. The transitions and adversities faced by TechnoMarine had only been feeding the sleeping giant, who was able to prove this year –at its impressive booth in Baselworld 2012- that it is very much alive and ready to astonish anew.  

TechnoMarine has a strong design that defines its rebel soul, implementing marine elements in its timepieces and even in its eyewear collections (Visit to check out these cool styles), mixing materials and allowing the carriers to express their personalities through a customizable item. Versatility, practicality, fun designs and color are the pillars of the brand and despite the re-launching of it; these have remained sacred principles in TechnoMarine’s newest collections.

The iconic “Cruise” model has been the essence around which the latest collections have evolved, giving place to pieces like the impressive “Cruise Treasure”, an 18kt gold case automatic chronograph watch with a treasure map engraved in its dial containing precious and semi-precious stones (sapphires, diamonds, tsavorites, amethysts and a ruby marking the hidden treasure) along with a bold silicon strap; a mixture that will blow you –and anyone- away instantly. The Cruise Treasure is a limited edition piece and has been produced in order to mark the 15th anniversary of the brand. 15 years of Unconventional Luxury.

Although we can still find the collections that we always loved like the UF6, inspired in yachting world and the beautiful ceramic pieces with diamonds that provided a feminine and elegant look, the buzz in the zone has been about the –newer- approaches to TechnoMarine’s signature style.


Another collection with a lot of energy and boldness is the Cruise Locker. Inspired in the glamorous beaches of St. Tropez, where the jet set and in people let their feet slide through the clear sand with the keys to their private cabanas wrapped around their wrists. The Cruise Locker is offered in attractive colors and have an original canvas-made strap to match the tone of the dial with an incorporated key ring holding a TechnoMarine charm.


A cool, new technique proposed by TechnoMarine is the "stonewashed" finish in the Cruise Steel Evolution collection. This unusual look has achieved the true expression of the brand's campaign, inspired in pirates' tales under the "I'm special" motto. As if it had been immerse in the depth of the oceans for years, the Cruise Steel Evolution evokes the feeling of having a newly-found relic around the wrist.

Within this collection we can also find the Heritage model, a masculine alternative to celebrate TechnoMarine's 15 years. A stonewashed rose gold plated 45mm case, leather and silicon straps produced as a limited edition of 1515 pieces worldwide.


TechnoMarine has taken the challenge of seducing the IT Crowd very seriously and these new designs and fresh remixes of materials and colors are just what we expected from a re-birth of the emblematic brand. TechnoMarine has been and will keep on being the master of unconventional luxury and the bridge connecting the urban, cosmopolitan style to the amazing marine universe in a playful way

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