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About Azimuth

Azimuth is a word of Arabic origin meaning route taken by a traveler or even the way. What a fitting name for a company that has chosen a distinct path of its own to follow, forging a course in a ...



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Azimuth is a word of Arabic origin meaning route taken by a traveler or even the way. What a fitting name for a company that has chosen a distinct path of its own to follow, forging a course in a country that has a great number of timepiece collectors, but no indigenous watch companies.

Christopher Long and Alvin Lye are two watch enthusiasts of the most passionate sort. Living in Singapore, this bug is not hard to catch. Though small in terms of square mileage, this city-state is a watch lovers' paradise, containing some of the world's most knowledgeable watch junkies and best-stocked shops. It was here that Long and Lye launched Azimuth in 2004. Azimuth's premise is an easy one: good, traditional design paired with either vintage specialties or the best in modern Swiss technology, which the pair has lovingly had modified to their specifications.

Thus, not only does Azimuth's young collection contain loyal replicas of observation watches, even including the original German wording on the case back for nostalgic purposes, but the Bombardier and Jagdbomber models are also outfitted with vintage Fontainemelon and Schild movements from the 1950s, automatically limiting their numbers.

Azimuth's other strong suit lies in the unusual, in creating concept watches that have truly never been seen before. So far the brand's series of unusual concept watches includes the Gauge Mecha-1 BMF and the SP-1 Mecanique Spaceship. The latter's adventurous mix of displays, powered by a highly modified ETA Unitas caliber 6497, is sure to please fans of horology as much as fans of Star Trek with its jump hours against a jet black dial featuring a realistic rendition of the Earth that makes once complete rotation every sixty seconds where the subsidiary seconds display would usually be located.

The classic complications housed in 42 mm cases that the company has also issued until now are not without their own twist: inspired by 1940s style, the mechanical complications found within, such as retrograde and bi-retrograde displays, are decidedly modern.

And because Azimuth places so much emphasis on individuality, the company even offers its own Series Limited program, in which the customer can actually design or have one of Azimuth's designers create components, dials, and other looks for a truly unique timepiece. When you wear an Azimuth, you not only express your individualism and taste for finer things in life, but you also carry with you a love and passion for horological art. In short, it is a reflection of passion, says Long.

While in North America Azimuth's watches are now going the traditional distribution route via jewelers, in Singapore these models can only be found at the company's own boutique/museum. This tribute to the illustrious past of watchmaking includes a number of historic pilot's watches and artifacts exhibited over more than 1,200 square feet.

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