Totem, from the Indian "totem", is ethnically related to ancestor worship, and psychology represents a belief. From a product design perspective, totem today is a "sign" that reflects the essence of a product. For example, referring to Cartier, we will immediately think of the cheetah; mentioned Van Cleef & Arpels we will think of a fairy with wings; and mentioned Bulgari, we will see a slowly crawling snake ... watch brand Some totem mark is like an exclusive memory, mentioned it will occupy all of our consciousness.
1, Cartier and Cheetah origin
Cheetah image of Cartier has a high degree of recognition. Black and white Leopard Totem become a Cartier watch decorative elements began in 1914, a ladies watch, and this year is also the beginning of the Cartier and cheetah knot. Louis Cartier commissioned the illustrator George Barbier to design an invitation card with the theme of "Ladies and Cheetahs." Giorgio Babière, using the elegance of the late Belle Epoque, depicts a young woman in a foldskin dress designed by Paul Poiret while a cheetah lurks in her Foot side.
Cheetah designed to become a Cartier Totem Benefit from the Duchess of Windsor in 1952 ordered a tortoiseshell and onyx diamond jewels, the designer cheetah designed as an active bracelet, wearing an amazing degree of softness.
2, Van Cleef & Arpels fairy and ballet
Fairy, love and nature are the inspiration for Van Cleef & Arpels' poetic series of complications. The fairy design was born in 1940, after which it has been added to elves, marine goddesses and butterfly fairies. Because it is a jewelry brand, Van Cleef & Arpels has always been more emphasis on women's elegant features. During World War II in 1940, Arpels traveled to New York for refuge and ballet-loving Louis Arpels to draw inspiration from the dance and create a silhouette of the charming ballet.
In 1967, Louis's brother, Claude, wrote a ballet based on gemstones at the invitation of Balanchine and the New York City Ballet. Inspired by Shakespeare's famous love comedy in 2004, Van Cleef & Arpels designed the Midsummer Night's Dream collection, a collection of poetic little fairies and elf brooches, exquisite faces Diamond inlay.
3, Bulgari snake's "love"
In the 40s of last century, Bulgari devaluated yellow K gold as the material serpentine watch. The snake head and the tail are inlaid with diamonds, while the snake body is surrounded by handwork to form a tubular design with telescopic extension. Serpentine watch popular, take this opportunity to advance the brand to the field of advanced watchmaking. Since then the snake has become a source of inspiration for Serpenti watch designers, the watch of the series becomes more and more colorful, explore and try many intriguing case and dial styles for the next time: round, square, eight Polygonal, pear-shaped, pincushion, and diamond-based or diamond-free style.
Serpenti series from the power and image of the snake inspired, on behalf of wisdom, life, the symbol of eternity, to convey a very charming modern beauty. In the 60s, Bulgari introduced the snake-shaped watch for the first time in a realistic style, even more prominently with the ancient tradition. The case hidden in the snake head, snake head with the upper part of the metal clasp cover, opened to watch the dial. Subsequent serpentine watch more concise, confirms Bvlgari that is good at natural elements to style the way, which is Bulgari in the early 1970s, the core theme.
4, Jacques Droun and 8 words do not understand love
Enamel skills and "8" dial is the source of Jacques Derro, a symbol of perfect harmony. As the first watch brand to China, Jacques Drogh produced the watch for the Qing Emperor Qianlong in the Forbidden City. Brand global CEO Manuel Emch explains the brand's label, "8 This figure is one of the most important magic and auspicious numbers in the JACdello watch factory and to a certain extent it is also linked to Chinese culture." " Luo is very focused on the meaning of numbers.First of all, the second display of large numbers and hours.Maybe in the eighteenth century, this is the technical limitations of the helpless move.But now in this race against time, cherish the time, such as gold, The form can not be without the special meaning of the modern people: cherish the basic unit of time, second, every hour, every minute of treasure. In addition, 8 is not only a lucky number in Chinese, it represents in the world of languages With infiniteness and timelessness, its structure can make people feel an eternal force, "says Manuel Emch.
The "8" does not seem to have a starting point nor an end point, and its structure gives a feeling of mysterious stability. At first, the 8-character disk was adopted due to the technical limitations (power transmission device and the structure of the train wheels) on the one hand, and also the 8-letter fit similar to the Chinese pronunciation of "hair" indicating the good fortune. In addition, the gem or enamel faceplate precious. The final design evolved into the brand's most classic label - the form of concise, symmetrical structure, never ending.
Many watch brands have their own design source of inspiration, these unique signs eventually became the brand's most powerful propaganda tool, its special identity and facilitate the audience to deepen the impression of memory. Totem signs with the product to deepen the soul of the brand, this is the smartest brand marketing practices. (Text / million watch world Fuxue Ting)