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Independents

The relaunch has me torn somewhat…

 

I find there are many elements that are well done but the whole somehow does not have the coherence I would wish for. I know that neither Kari nor UJ were known for thin watches but these really are very, very thick - so not quite sure what a use case would be for them - at least from my perspective. 


And then I am not quite clear what the direction is supposed to be. Previously the UJs started visually resembling KVs possibly too much (at a lower price point) and now I have the feeling that there is a new visual language (that seems to take little to nothing from the brand’s past) but the positioning came to be one very similar to KV 🤷🏻‍♂️

My question is if the world needed yet another independent focused on finishing, fine as it undoubtedly is, or if a better niche and hence an opportunity was missed. 

Even if I had the money needing to be urgently spent on a watch in this segment somehow I doubt UJ would currently make it on the shortlist 🤷🏻‍♂️

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