Formex TS3100 (from £1,220)
With the first watch appearing in 1999, independent Swiss watch brand Formex may still be young, but they have quickly cemented their unique position in the industry. The brand places great importance on their relationship with their customers, and – keen to offer them the best service and value – have completely bypassed retailers, choosing to sell the watches online only. It’s a smart move: the benefits of going direct to the customer are plentiful. There’s no complicated extra costs, as pricing is all-inclusive, and there’s no worries about returns as they’re free and easy to do.
A cool Augmented Reality App means potential buyers can virtually try on the watches, giving them an idea before they arrive. It’s easy to see why this system is working so well for Formex – the watches themselves are sporty, crafted from high-performance materials and are oh-so desirable. There’s an equally sporty collection of ambassadors to go with them – Alex Toril, Elias Ambühl, Marc Hauser and Simon Pages – who perfectly capture the zingy, adrenaline-fuelled ambition which characterises the brand.
Formex takes this energy and runs with it. They are inspired by the slick engineering at the heart of high performance racing cars and bikes, and this intricate craftsmanship is reflected in the components of the watches, leading to their signature Case Suspension System. It’s a clever mechanism – strong enough to protect the watch from sharp knocks, it also makes it comfortable to wear. All parts of the watches have been just as carefully thought out, with every timepiece designed and built in Formex’s Biel/Bienne headquarters in Switzerland.
Formex Element (from £995)
Take the Element, the newest timepiece. As its name suggests, it’s built to withstand pretty much anything, whether you’re soaring through the sky, deep underwater or simply battling rush-hour London traffic. Key touches keep it wearable and resilient. The versions with a scratch-proof hightech ceramic bezel are particularly appealing. It is made of zirconium oxide – seven times harder than steel, but two-thirds lighter – while the 316L stainless steel case is one of the toughest around.
It looks good too, thanks to the brushed, mirror-polished and sandblasted surfaces which make up the sharp lines of the case. The driving force of the watch, the Valjoux 7750 self-winding chronograph movement, can be admired through the case-back. Offering a 42-hour power reserve, it means the performance of the watch is as flawless as its appearance; formexwatch.com
