Moving higher up the retail price point of affordable watches this week, we now unveil a new and unusual Swiss-made watch brand.
Definitively opposites – the words Tire’d and Rapide have so much in common. It starts with entrepreneur Edward Cole – an ex-Wall Street guy with a dream to
build his own watch. Many of us have thought of it, but he actually did it—despite the hundreds of “no” answers he got from Swiss watch suppliers time after time– telling him what he wanted couldn’t be done. His perserverance paid off, and he evenutally encouraged top watch suppliers to work with him — to great end results. Today, his intriguing and individualistic watch brand – Tire’d Watch Company —is sold in Tourneau, New York City.
The name “Tire’d” is a double entendre for Cole. “On the one hand, it has to do with my thinking about the watches. I was so tired of everything else out there on the market. On the other hand it has to do with the fact that I use only recycled tires for the straps.”
The introductory collection from the brand is called Rapide — a reflection of the fast-paced sports world that inspired its creation. Cole started his venture six years ago, in 2007, with no prior watch experience. “I am a sports enthusiast and a watch collector. But there was nothing on the market that gave me what I wanted out of a sport watch. The main thing that bothered me when I was snowboarding, or mountain biking was the crown at 3:00. It got in the way.”
Rapide has a tactile and emotional appeal thanks to its innovative design. In the 49mm Rapide watch, Cole has moved the crown to 10:00 to keep it from digging into the wrist. Adding a green component, Cole uses recycled tires to create a very bold depth-textured rubber strap that emulates racing bike tires; it is lined with calfskin for comfort. He has developed a special deployment buckle that is easily accessible to open/close to fit over a jacket. Cases, crowns, bezels and deployment buckles are created using recycled titanium.
The 100 percent Swiss-made Rapide line has several patents pending. It is a bold, imposing watch with a clear personality. Each watch houses an ETA 2892-A2 three-hand Automatic movement. It has a date indicator and is water resistant to 10 ATMS. The brand is also in the process of developing the Rapide Chrono. Tire’d Watch Company has built three versions of the Rapide: offering 150 pieces in black, 50 pieces in white and 50 pieces in camo green – each retailing for an incredible $3,850. While this may seem like a lot for a new brand, it’s incredibly affordable considering all this watch has to offer.