De Bethune: Audacious Design and Evolving Branding
Independents

De Bethune: Audacious Design and Evolving Branding

By Julian C · Jan 6, 2017 · 11 replies
Julian C
WPS member · Independents forum
11 replies2810 views2 photos
f 𝕏 in 💬 🔗

and I’m not referring to the price tags at all. What I am referring to is the audacity of the composition and almost limitless imagination rendered into jaw-dropping, ground-breaking, thought-provoking design. Design which sits on a wrist and says… “Hey there… you there… don’t look anywhere else, ju

and I’m not referring to the price tags at all.

What I am referring to is the audacity of the composition and almost limitless imagination rendered into jaw-dropping, ground-breaking, thought-provoking design. Design which sits on a wrist and says…

“Hey there… you there… don’t look anywhere else, just keep looking at me as I am the only show stopper here!”



And what a show ladies and gentlemen! Credit: De Bethune 

Enough of hyperbole and admiration, I know many of our Purists have these gorgeous pieces (off the top of my head, sleepy_templar and kykw’s DB 28s, and Magnus’s superb piece on the DB25 Quetzalcoatl) and I try not to go a deep, dark green whenever I see one posted in wrist shot - I am sure many others are busy doing the same. 

One can, and must, live in hope lol.

Again, I digress… my reason for posting is this (first) question:

Has De Bethune succumbed to the vagaries of traditional horological marketing?

You may think that’s an odd question, but I was just curious and wanted to ask the experts here, as I read this from a New York Times article, and I quote:

 ‘‘There is not always room on the dial for our name… A name means nothing…Flashing a logo is in poor taste, and those who buy a watch to show its brand do not buy a De Bethune,’’ said David Zanetta, one of the company's founders.

http://www.nytimes.com/2013/04/25/fashion/25iht-acaw-debethune25.html

So, what happened (see below), and why did this belief change, was it out of necessity, or just a change in direction? 







Credit: De Bethune 

That’s my first question…

My second, and I may be getting confused, refers back to the same article:

“The watch that won that acclaim, the DB28, lightweight with its mirror-polished titanium case and silicon balance and escape wheels, represented a significant technical achievement for a 10-year-old brand. It featured a rare complication, the jumping second, only known to date to have been mastered by F.P. Journe and A. Lange & Söhne.

Is this statement correct?

I seem to remember seeing foudroyant(e) complications by several other makers – Girard Perregaux being one if I’m not mistaken.

Or am I mistaken?

Thank you in advance for reading and any light shed on these two questions would be much appreciated – purely for my own education (and I apologise in advance if these questions have been asked, and answered, before).

Julian


About the De Bethune DB28 Ref. DB28

De Bethune DB28 Reference DB28

The DB28 represents De Bethune's approach to contemporary haute horlogerie, featuring the brand's distinctive floating lug design within a 42.6mm case format. This reference showcases the manufacture's technical capabilities through its extended power reserve specification and proprietary movement caliber.

The 42.6mm titanium case houses the manual-winding caliber DB2115, delivering a 120-hour power reserve. The silver dial is protected by sapphire crystal, while the characteristic floating lugs define the case architecture. Water resistance extends to 30 meters, and the watch is completed with a leather strap.

This reference appeals to collectors focused on independent Swiss manufacture capabilities and contemporary case design. The DB28 represents De Bethune's technical approach to manual-winding movements, particularly notable for collectors interested in extended power reserve complications. Production commenced in 2010, positioning this reference within the brand's modern catalog offerings.

Specifications

Caliber
DB2115
Case
Titanium
Diameter
42.6 mm
Dial
Silver
Water Resist.
30m
Crystal
Sapphire
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The Discussion
PI
piccolochimico (aka dsgalaxy1)
Jan 6, 2017

you'd've met in a Star Wars bar. I've always loved them, though big the floating lugs let them fit perfectly. If i could, i'd sell my bro for a DB 27 titanium (titan hawk)

BR
brauner
Jan 6, 2017

I like the meteorite version in blue very much.

JU
Julian C
Jan 6, 2017

I see where pure coming from!

2M
2muchtimeonmyhands
Jan 6, 2017

Urwerk are about the only other brand I can think of that appeals to me in the same way but a DB28 will work much better on my small wrists!

JU
Julian C
Jan 6, 2017

Completely cutting edge independent...

AN
andrewluff
Jan 7, 2017

The new Digitale has been a favourite of mine since it was released and one I have always had near the top of my list to one day add to my collection. Until then... the original Digitale will have to do I think the quote from David about putting the name on the watch has been misinterpreted (maybe due to his english). My understanding would be more along the lines of... if people just buy a watch to flash around an expensive brand that everyone automatically knows how much they spent, then they

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