Timepiece Chronicle

In-depth, passionate and entertaining articles that explore the stories behind great watches

A Staircase from nowhere: Nomos' sense of humor

A Staircase from nowhere: Nomos' sense of humor

Photos from fmattes on Watchuseek.

Photos from fmattes on Watchuseek.

With my review of the Nomos Metro Datum coming later this week, I thought I'd share something that was left out of last week's article about the rise of Nomos Glashutte.

You might have been able to tell from their jovial marketing that Nomos actually dares to have a sense of humor. With the stoic (almost monastic) self seriousness of other watch brands, it is so refreshing to see Nomos have a bit of fun by bucking normal conventions. It is unlikely that you'll see any other brand sending out an ad which shows a watch as a makeshift boat with a watermelon sail. 

This trend of good-natured humor has been with Nomos since the very beginning and was displayed in characteristic fashion at Baselworld 2010. It was the first year that Nomos had been allotted a two storied booth in the main hall, before they were hushed off in a minor wing next to the emergency exit and bar. There had been murmurs from their neighbors about why this German upstart had been given prime placement as their collection of small unisex watches seemed at odds with the standard masculine behemoths that everyone else was producing; not to mention they were affordably priced when everyone around them was increasing their prices tenfold. There were even reports of certain brands saying that their displays were not luxurious enough. 

So, with a knowing twinkle in their eye, Nomos decided to have some fun

Photos from fmattes on Watchuseek.

Photos from fmattes on Watchuseek.

Whilst they had the space for a two-storey booth, Nomos instead put up a staircase with the bottom stairs crumbling into nothing, a token spool of hazard tape hung on a bollard by the door. How's that for luxury displays? 

Photos from fmattes on Watchuseek.

Photos from fmattes on Watchuseek.

A small display case on the side of the lot was filled with cardboard numbers and fruit, with another having a math equation written on the case exterior. I won't deny having to google what it meant and upon failing that I asked my wife to ask around her work. It appears to be a Planck volume relating to the stress of steel beam multiplied by a cross section. Obviously I knew that...I mean who wouldn't? Perhaps it is a commentary on the stress they were feeling from their neighbours?

Make sure to check out my review of the Nomos Metro Datum coming this Friday!

Sources

  • Watchuseek - New NOMOS Watches introduced at Baselworld 2010

 

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