Newport Beach, California – American watch brand Tsovet has released the first issue of Chronicle, a print magazine that profiles men ‘who make exceptional things that will endure’.
At a time when most young people rely on their phones to tell the time, Tsovet is emphasising the authenticity and craftsmanship of its watches, rather than their features or technical details. Accordingly, the magazine focuses on the unique value of physical objects: ‘They can be touched, seen, heard, but more importantly, they provide that unique feeling that lets you know you’re alive.’
Articles focus on a surfboard craftsman, a master motorcycle designer, an obscure blues guitarist and a photographer documenting surf culture. A final feature, Time Pieces on Working Hands, is a photo essay featuring Tsovet watches on the calloused hands of carpenters, fishermen and machinists.
Brands are connecting with men by emphasising simplicity and back-to-basics values. For more, attend our forthcoming Autumn/Winter 2013 Trend Briefing, XX v XY.