When a new French brand emerges, we’re usually there. On the one hand, because we encourage the creation of value in France, but also because we love the entrepreneurial spirit that drives their founders. Today, for the first time, we’re talking to you about Apose and present their very first watch: the Collection n°3.
Apose: purity against the grain
Behind this brand, we find two former Swatch Group employees Didier Finck, head of design, and Ludovic Zussa, a specialist in watch product innovation who also worked on industrialization strategy for the Sandoz Foundation, which owns the Parmigiani Fleurier factory. Two experts who decided to deliver a singular vision of watchmakingwith a design that is gentle in its curves but rigorous in its angles, symbolizing French elegance. Except for the movement, every component is made in France. And while everyone hides their suppliers, just as MB&F always has, Apose brings them out into the openallowing everyone to appreciate their expertise. Let’s take a look at the watch we’re interested in today, the full Black version from Collection n°3.
After years of designing watches with conventional shapes, the founders of Apose wanted to create a unique design, a “purer” form of watch. From this cambered square design will be used on all the brand’s watches. The first, a 3-hand version, displays a universal diameter of 40mm with a thinness of 10mm. Its shape brings a little more presence to the wrist than a traditional round watch, but the small plunging lugs soften the overall effect. The finishes are not to be outdone: a flat vertically brushed bezel with a wide mirror-polished chamfer, a hollowed bead-blasted middle, then a solid circular-brushed caseback, not forgetting the black PVD treatment that touches the whole. It’s worth noting that future series will be treated with DLC, a highly relevant development. The crown, with its slender shape, resembles a jewel adorned with 120 notches, and is quite easy to handle. Each piece is highly accomplished and conceived outside the box, but with exacting standards and without compromise. Of course, there’s also a flat sapphire crystalwith anti-reflective coating and 3ATM water resistance. A design compromise in keeping with the watch’s urban vocation.
The dial back has a very atypical finish. It is polished lacquer with a black tint to highlight the matte black flange on which the hour-markers have been integrated and on which they appear to float. A play of levels creates intense depth accentuated by black hands with a polished finish – except for the second hand, which remains matte – playing skilfully with daylight… but also making legibility difficult in low light conditions. Note also that any dust will show, so the watch is designed to stay as pure as it is clean! We also appreciate the unique design of the hands, as well as the hexagonal counterweight of the second hand. A nice little nod. With this bare dial, Apose materializes its quest for simplicity by focusing on one objective and one objective only: telling the time.
If you’re not yet familiar with the movement equipping this watch, that’s normal. Visit Newton caliberdeveloped by Swiss engine manufacturer Soprodwas launched just 2 years ago to fill the gap left by ETA’s 2824 and to compete with Sellita’s SW200. With reliability as its watchword, this Swiss automatic movement is equipped with the Incabloc anti-shock system and a traversing balance bridge to better protect this central organ. Offered here in the Elaboré version (equivalent to ETA’s mid-range), it offers a high level of reliability. accuracy of -/+7 seconds per day and 44-hour power reserve. And when you consider that the group has a platinum-producing unit in the French Jura, the choice of this movement makes perfect sense for a brand that claims to be French.
Once again, the brand puts its signature stamp on a bracelet with a unique design. Inspired by a NATO, this 20mm FKM rubber bracelet This high-temperature and chemical-resistant strap features striations reminiscent of the stitching on the historic NATO bracelet, with an embossed reverse and fine polished metal loops giving it a more refined look. The pin buckle clasp is equally intriguing: its heart is made of black PVD-treated 316L stainless steel, overmolded with hard rubber for a finish that’s as soft as it is distinctive. Despite its thickness and straight cut, this bracelet is very supple and, for the occasion, very easy to wear. very comfortable to wear given the benefits of using rubber. It’s rare to see a brand pay so much attention to this essential component of a watch; it deserves to be highlighted.
The matt black case is cardboard with a rectangular shape that opens to reveal the watch as if it were resting in the center of a painting. A simple yet modern case covered with a by artist Fernand KayserFernand Kayser, a native of Mulhouse, France, is adept at superimposing disparate subjects to form an astonishing cohesion. This small work of art is housed in the center of a dark-gray recomposed wooden frame with two functions: to protect the watch during transport, and to enable you to view the watch from the inside. display it as an objet d’art. An original idea, perhaps even the only one of its kind in the world. Another detail that testifies to the attention the founders pay to everything they create. It all comes with a collection of cards including the and introducing you to the world of the brand.
Our opinion on this Apose watch
First, let’s break a taboo: this watch is not for everyone. Its design is both its greatest strength and its greatest weakness. By breaking with codes, Apose deprives itself of a large proportion of watch lovers, who are often adept at classicism. It’s a watch that for creative peoplearchitects and graphic designers, creators and artists alike, who will appreciate the workmanship of the shapes. The work done on all its components is highly appreciated, testifying to the expertise of both the founders and the manufacturers they work with. The transparency of the project is also admirableand, in our opinion, brings great strength to this young brand. Finally, the choice of French manufacturing and work on each component inevitably has an impact on the price: 1,850€ for this full black versionwhile the entry ticket for steel-finish cases is €1,550. Knowing that Apose aims to offer this case in more luxurious but also more affordable versions, we can’t wait to see what evolves.
Available on the officialApose.
Watch Apose Collection n°3 Full Black / Features
- Case : 316L stainless steel / Bead-blasted finish
- Width : 40mm
- Length : 48mm
- Thickness : 10mm
- Lug spacers : 20mm
- Photoluminescence : No
- Glass type : Flat sapphire crystal / Anti-reflective treatment
- Case back : Full
- Movement: Automatic / Soprod Newton caliber
- Power reserve : 44 hours
- Bracelet : NATO in FKM rubber
- Buckle : Buckle
- Water resistance : 3 ATM / 30 meters
- Warranty : 2 years