Neuchâtel based brand Done has headed back to Kickstarter to fund the release of its new automatic watch, the Done Mechanica Automatic. Following the success of its 2016 campaign, Done has listened to the backers and fans of that project and brought to life the follow-up to its very successful Mechanica manual-wind watch powered by a hand-decorated ETA 6497.
While this release sees more colors and more materials (with the Mother of Pearl dial a particularly attractive addition to the catalog) the same build quality and design execution can be expected from a brand that works hard to deliver a high-quality product to the end consumer.
As such, the Done Mechanica Automatic watch collection features “Swiss Made” on the dial — a mark of quality that the brand hopes will appeal to its wide audience, which it hopes to widen further with the addition of a womens’ model. This idea came about through Done having direct contact with its customers, operating on the principle that such a close relationship should go both ways.
Done is very keen to eliminate the classic distribution model, which is well known to bloat the retail price of a watch. By selling direct to consumers, everyone benefits: Customers of the brand receive a handsome, timeless watch for a very reasonable price, while the brand is able to respond and react to customers’ demands. This fluid exchange of products and feedback is a modern model that Done’s founder Thierry Clottu believes will be the foundation of a successful business in the future.
This release sees a 40mm Mechanica Automatic for men and a 35mm version of the same watch for women hit the shelves. A total of 10 versions (six for men and four for women) boost the diversity of the brand’s offerings. With several bracelet options available, too, the possibilities for customers to customize their watch before purchase are extensive.
The men’s model has a 40mm stainless steel case, which is just 9mm-thick and water resistant to a reassuring 100 meters. Through the domed, anti-reflective sapphire crystal, the sun-ray finished dial with polished, applied hour markers can be appreciated. The dial, which has been treated with Super-LumiNova BGW9 grade A, comes in four colors: blue, black, silver, and anthracite, with the silver and black versions also available in a black PVD case. Powering the gents’ models is the Sellita SW400, which is to thank for the watch’s overall slimness. It has been fitted with a hand-decorated rotor for an added flourish.
The buckle is also made from 316L stainless steel 316L and is signed with the Done logo. The watch comes on an Italian leather strap with quick-change spring bars as standard but a bracelet is also available. The men’s models will have a final retail price between CHF 760 and CHF 820 (including taxes), but while on Kickstarter, the men’s collection will be available from just CHF 399.
The women’s model, however, has a 35mm case and a thickness of 10.6mm, which makes for a strong wrist presence. It also features an anti-reflective sapphire crystal and water resistance of 100 meters but is powered by a different beast beneath the hood. The movement inside the more feminine version is the Swiss-made Sellita SW200, a reliable and often-employed workhorse. The ladies’ collection has three dial colors across two case options. In the uncoated stainless steel case, customers have a choice between a Mother of Pearl or black dial, while in the rose gold PVD-coated case, there is a choice between the Mother of Pearl again or sun-brushed anthracite. The women’s models will retail for between CHF 625 and CHF 685 but will be available from CHF 399 on Kickstarter. To find out more about DONE Watches, visit donewatches.ch.
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