To be clear, I greatly appreciate wristwatch brands that regularly innovate.

Innovation in watchmaking is easier said than done, and even creating a new module in-house and adding it to an existing outsourced movement counts as innovation. In-house developed watch movements, especially those that achieve a benchmark or invent something that’s never been done — are the epitome of innovation in watchmaking.

Lume innovations are useful too, particularly on the dial of watches, and numerous companies innovate specifically around lume. Companies like Traser and Luminox focus heavily on lume technology. IWC, Citizen, Traser, and Bertucci have all produced fully luminous dials — which make the watch dial easier to read, so while the full lume dials may be somewhat gimmicky, at least they serve a purpose. Moreover, lume within a watch bezel also has its uses.

Whether we’re talking about cars, cameras, or watches, concept products are important ways to develop, create, and test new technology. And I will not knock IWC for developing concept watches that help them innovate. IWC says Ceralume was developed by its experimental engineering division, XPL. By mixing ceramic powder with Super-LumiNova pigments the R&D team created Ceralume, and ultimately the Ceralume concept watch case.

The commercial argument for a fully luminous case — especially at IWC price points — seems far less feasible than using the technology on dials, hands, date wheels, bezels, and other areas that need more visibility. Ceralume technology is cool and innovative, and could certainly find its way into components that make commercial sense  Perhaps, clubbers and ravers will love the idea and want one, but how many people will see the benefit?

 

Photo by IWC.