David Seyffer: The “problem” was that it came in a ceramic case. Nobody in the 90s regarded ceramic as haute horlogerie or high luxury. “How dare you use such a material?” they said back then. As a watch manufacturer in the 1990s, releasing a luxury watch in a ceramic case was a risky decision. But it makes total sense in hindsight. Because we have introduced the material within our collection of “tool watches”. And the first clients who bought a “Black Flieger” really wanted to have such a tool watch in their lives. For them, it was a piece of nostalgia on their wrists.
Walter Volpers: To better understand the context in which we launched the Fliegerchronograph nearly thirty years ago, we need to understand the difference between luxury and haute horlogerie. Luxury uses scarcity as main driver. Haute horlogerie is craftsmanship, manual work, engineering and quality. In 1994 we introduced a very industrialized material that could only be produced using dedicated machines, and that watchmakers could no longer create or adapt themselves. So in a sense, it took the romantic and mythical aspect out of watchmaking, and some people didn’t like this.