Formex Swiss Watches, based in Biel/Bienne Switzerland, is a maker of action-sport-influenced steel and titanium watches. In 1998, inspired by the engineering and mechanics of high-performance racing cars and bikes, the founding father Hans-Peter Grädel invented and patented a suspension system that, to this day, gives each Formex watch a distinctive look. It was built to withstand shocks and conform more comfortably to the wrist. Lately, it’s been quiet around the small brand, but behind the curtains, Formex went through some big changes. Under the leadership of the company’s new CEO, Raphael Granito, Formex has just launched a new online store and completely moved away from the brick and mortar retail business.
Formex watches are now sold online exclusively at the company’s own website. This has allowed them to cut consumer prices by almost 50 percent, without having to compromise on product quality and technical features. Besides better pricing, Formex introduced a range of services that wiped out the common drawbacks you might have already experienced while shopping online. Their all-inclusive policy guarantees free worldwide shipping, includes all taxes and duties, a 30-day free return as well as a 2-year warranty. All orders are assembled, finished, and sent out from their head office in Biel, allowing delivery within Switzerland the next day and no more than three business days across the globe.
The new online shop features Formex’s three primary 46.5mm collections: the AS 1100, DS 2100 and the latest model TS 3100, all with a strap width of 22mm. For each model, there are multiple options with bracelets, colors and movements. The common theme that runs through the lines is the watch case that is suspended in a vertically sliding patented suspension system which connects the case back of the watch to the lower part of the suspension and the bracelet and lugs to the upper part of the suspension system.
The AS 1100 Line is Formex’s most versatile model with a range of color and movement options. The racing design and the use of high-quality materials amount to the precision and sportiness Formex is known for. The models with Chronograph are available with either the RONDA startech 5040.D (12½”’) Quartz movement, starting at $425, or the ETA Valjoux 7750 (13 1/4’’) automatic movement, starting at $1,335, both with weekday and date display. The clean three-hands models start at $639 and come with the ETA 2824-2 (11 ½”’) automatic movement with date. Special limited editions come with a black PVD stainless steel case and a carbon-fiber tachymeter dial.
The diver style DS 2100 has a prominent rotating bezel with large numbers and a minimalistic dial design for clear readability. Materials used are titan G2 and stainless steel 316L. The DS 2100 is waterproof up to 20 ATM. The Quartz models, available with black, white and black/red dial and second time zone come with the RONDA powertech 515.24D (11 ½”’) and start at $419. The automatic models, available with black, blue and red dial come with date and the ETA 2824-2 (11 ½”’) or the Sellita SW200 movement and start at $719.
The TS 3100 in high-tech racing look is the latest addition to the Formex collection. The position of the crown and the Chrono pushers were moved to the left in order to accommodate the prominent crown protection shield. The movement is the ETA 7750 13 1/4’’ Valjoux. The red bezel is made of aluminium. The 1000-piece limited edition features a carbon-fiber bezel and a black carbon-look leather strap with red seam. Prices start at $1,445, and $1,580 for the limited edition.
Formex accessories fit on all their collections. Using their Wrist Measuring Tool makes sure that your bracelet is delivered in the right size. You might want to go for the silicone strap with fold-over clasp for the sporty, or the nearly indestructible titanium bracelet with folding buckle for the heavy-duty operations, while the classy Italian leather strap “dresses” your watch for more formal occasions. Just as their watches, Formex’s bracelets are reasonably priced and straightforward to replace.
While Formex continues to team up with motorsports professionals who share their passion for speed, precision, mechanics, and adrenaline, the exclusive online business might be a step into new territory for them. However, it is a whole new level for the benefit of the customer with an unprecedented value for money for Swiss-made quality watches. With no third-party retailer involved, the Formex experience will be, true to their new slogan, entirely between you and them. More information on their collection, technology, and pricing can be found online at formexwatch.com
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