Tiret is French, which means dash when translated into English, and dash when translated into Chinese. In addition to related names, Dash, as the helm, is more committed to balancing luxury style and meticulous Swiss watchmaking technology, so it has been successfully recognized by all walks of life in SIHH, Geneva. Just as Dash stated the brand image concisely when he visited the International Herald Tribune: "When a hip-hop boy walks with a Russian man, you will think of a lot of diamonds".
Dash's growth spans poverty and wealth. A middle-class family in Harlem, new york, USA; At school, I attended a private boarding school in Connecticut. Since the goal is to become a successful businessman, to build a career with enthusiasm, "making money in your own way" has become the goal of life. In his early years, he organized Roc-a-Fella record company with the famous rapper Jay-Z, and cooperated with business partner Kareem "Biggs" Burke, which brought him the first ticket of fame and fortune. Fame is good, Dash looks higher and pursues the highest quality of everything. From customized Maibakh cars to private jets to royal chefs, they are all pursuing their dreams and realizing their ideals. Tiret, on the other hand, represents a unique gem in the halo on Dash's head. In an interview with the International Herald Tribune, Dash said: "We don't just set out to design and build unique watches to meet customers' needs. We also hope to meet people who insist on and pursue fashion and the best quality and have unique tastes, not just for styles. Tiret won the support of celebrity stars and will stand out. "
Although many watch brands, such as Tiret, can launch watches that are comparable to each other, it is Tiret's unique conceptual design that makes it independent from its competitors. Creative director Daniel Lazar said in an interview with CNN: "Tiret is a way of life! This is a sentimental thing, not what you think,' I want to buy a watch like that'. If you see it and feel right, it's for you. " When asked about the meaning of the above explanation, creative director Lazar gave Hui Sheshang this explanation:
People who buy Tiret are loyal to their personal style and have their own way of life pursuit. They buy our products because of their feelings, unlike others who follow the trend and buy famous brands instead of products. This is all because our watches are not like ships or planes, but personal belongings. You can take them when you go, such as attending a friend's dinner or attending a grand banquet. As long as you take Tiret with you, you will have a unique style.
Tiret is not only a timing tool, but also strives to bring meticulous watches to customers, so that customers can establish close ties with their watches in their hearts. Comprehensive luxury makes Tiret a boutique for the owner to declare his personality and taste! Therefore, celebrity followers of the brand are very enthusiastic about customized services and customize their watches according to their personal needs and preferences. To this end, Tiret has prepared various gems and materials for customers to match: first, choose a series as the basis, such as Gotham Auto Chrono, Debonair, Second Chance and 12 tourbillon, and then choose favorite diamonds, sapphires, rubies, or exotic materials, such as dinosaur fossil bones, sapphire glass and mother-of-pearl Fritillaria.
A rare example: the brand cooperated with Antoine Preziuso, the world's leading Swiss watchmaker, to design an exclusive diamond-encrusted watch for Kanye West, a hip-hop artist and producer, with a value of US$ 6.5438+0.8 million (equivalent to RMB 654.38+0.65438+0.4). The attached decorative box is twice as big as a moisturizing box containing 78 cigars, which is really weighty. Usher, a popular R & ampb singer, also came to give him a second chance, paving the way for his portrait with 65,438+00 carats of diamonds and 65,438+0,000 glittering and translucent gems. In this way, Usher spent $250,000 (equivalent to RMB 1.58 million) to buy it.
With the love of famous musicians kanye west, Arthur Boy and Mariah Carey, as well as football star David Beckham, his wife victoria beckham and supermodel naomi campbell, the brand has firmly established the style of "personal and unique taste". As Dash and Lazar said, "With this luxury, anything is possible."
Tiret watches have several basic models. Gotham Auto Chrono with a square case outline is a close-up of new york and a tribute to inspiration. The hour hand of a watch is straight and straight, just like the Empire State Building, an art deco landmark. SecondChance, 12 tourbillon and Moments all have smooth oval outlines, which can best represent the concept of special customization to some extent, because a large surface, such as a large canvas, provides customers with more space to inject their favorite elements at will. Lazar and Preziuso jointly designed the 12 tourbillon with the theme of natural beauty day and night. From the case, movement and strap, we can see tourbillon's design from the front of the dial, appreciate tourbillon's wonderful work from the bottom of the watch, and show the perfection of the 18K gold watch from many angles. With the expansion of the company, brands can design low-key luxury models, such as Debon, to set off a cool appearance and gorgeous connotation. "Shape, newly developed materials, high technology and limited customized products all give more creative inspiration." Lazar then mysteriously added: "We are now cooperating with the top jewelry brand plan." In this way, the brand is planning a big project in full swing. ?