Calm your soul and reduce stress?

I know these are silly questions but for people hundreds of years ago life was full of uncertainty.  Men and women looked toward mother nature for reassurrances to help them through difficult times.  It is not surprising then that gemstones have always been prized, not only for their beauty and rarity, but also for their supposed mystic and magical qualities.  This belief exists in all cultures and has lasted throughout history as gemstones have always played an important part in religion, medicine, magic, and astrology. 

Did you know that that Rubies were thought to be able to heal wounds?

Or that Turquois protected a rider against a fall from a horse?

A more plausible belief was that Amber contained trapped fairies, angels, and the souls of ancestors!

Even though science and rational thinking have evolved, modern day society still believes in the metaphysical power of gemstones.  So along this line of reasoning I extend this proposal ...

a Jaquet Droz watch should be considered a talisman or an Über good luck charm!

How about an imperial Jade dial?  Not only is jade a precious gemstone which has always been valued by Asian culture, but it is thought to stimulate creativity and mental agility.

Why not a Lapis Lazuli dial?  Its deep dark blue color with golden inclusions is beautiful and the stone is thought to encourage harmony in relationships.

Now everyone go out and buy a Jaquet Droz timepiece so you can experience life with a metaphysical advantage!

Did this post sell you a watch?  I hope not.  Today's enthusiasts deserve more than a catch or a fancy marketing scheme designed to create a sale.

I am writing this long post because I just returned from an authorized dealer where I was exposed to an hour of this type of psychological "warfare".  The salesman tried his best to sell a Romain Jerome, a Michael Jordi, and a Frank Vila.  I stayed and listened hoping to learn more about these obscure and expensive new brands...my mistake.  When I stopped by the Jaquet Droz case his sales pitch was 4 words long --"the dials are cool"--honestly that was it! 

So this post is a reminder to old and new Jaquet Droz enthusiasts how special a dial can be.  Of true traditional artisanal skills still being practiced and supported by Jaquet Droz. 

Here is Daniel, Jaquet Droz's amazing stone dial craftsman who turns a hunk of stone into the "cool" dials.

From a rough sample only a few dials can be obtained.  Why?  Inorder to get dials with a deep uniform color, a representative distribution of the stone's characteristic inclusions, and the right physical properties so that the thin dial can withstand the stress of casing, a lot of the rough sample is wasted.

The beginning ( a rough sample of spectrolite )

After Daniel's hard work

This complete transformation is accomplished mostly through one eye...yes Daniel has sacrificed greatly to perfect his craft.

So I plead to all PuristS reading this post if you ever hear another enthusiast or industry professional describe Jaquet Droz as watches with "cool dials" please refer them to this post. These dials are more than cool...

Jaquet Droz watches have soul.   Specifically Daniel's soul in each and every stone dial. 

For five years now Jaquet Droz has offered discerning collectors the ability to create Piece Uniques with custom stone dials.  Many people considered the Sur Measure concept a marketing gimmick because it guarenteed enthusiasts a chance at ultimate luxury.

“The ultimate luxury is something that you are the only one in the world to own.”

I, however, believe that there is more meaning behind owning a Piece Unique stone dial than sheer exclusivity.  It is an opportunity to imbue a Jaquet Droz timepiece with your own soul; a chance to select a stone with personal significance. Not only will this watch hold special meaning now but it will be a true heirloom piece. Long after you are gone your family will still treasure the story behind its creation.  No one else will ever share the same experience.  I've got mine, do you have yours?

Honestly if everyone knew the details behind the brand then Jaquet Droz really won't need any marketing hype in my opinion. 

Humbly submitted for your consideration,

Mike