The problem with Eterna is that, while consumers don't think badly about them, most watch consumers don't think anything of them. In much of the US, for example, the brand has been mostly absent or really hard to find. Also, Eterna's greatest asset over the last few years has been its strong collection of in-house made movements (which are not cheap and have been sometimes combined with less-than-stellar-looking watches). This has prevented as many consumers as possible from considering the brand - which, in actuality, has a really nicely made product with a lot of quality that is hard to find elsewhere. My hope is that Eterna - under its newer ownership and no longer dependent on making watches for Porsche Design - can experience a new era of artistic and engineering freedom that allows it to create great looking watches with compelling innards at prices that absolutely force watch lovers to pay attention. Price for the reference 12126.96.36.1995 Eterna Super KonTiki limited edition of 888 pieces watch for 2015 is 2,550 Swiss Francs. The rest of the Eterna Super KonTiki watches range in price from 1,650 - 1,900 Swiss Francs. eterna.com
Most children have seen a watch and probably take them for granted as utilitarian devices (many adults are the same). Showing children the secrets that lie behind the dial at an age when their minds are free enough to soar with amazement makes perfect sense. I remember how I felt when I first realized what was happening, the euphoria when it all made sense, the sense of achievement when I dropped the balance wheel into place for the first time and saw the watch come to life before my eyes. I can only imagine how much of an effect that would have had on me as a child. A mechanical watch is exciting for its complexity and motion. The language of time is one that must be learned, and, as we know, the best way to learn a language is to start young.
George G. from Massachusetts, USA, asks: