From Possession to Meaning: Augé’s Paradoxical Vision of Luxury Watches

Our Paradoxical Vision of Luxury We devoted great effort to the choice of materials and the design of the watch. By selecting grade 5 titanium, we were able to work it in such a way as to create varied surfaces on which light would react differently. The design took time to complete: we wanted it to be minimalist, purist, timeless, yet also imbued with strong symbolism, referencing key moments of humanity and the watch’s relationship with the elements. In short, we refined every detail to craft a watch of true luxury. Paradoxically, we have never associated the essence of luxury with the object itself, but with the vision of time it reveals. We have detached the notion of luxury from materialism, from mere possession. On the contrary, it lies outside, in what one sees, in what one feels when contemplating time without ever owning it. This is the true essence of luxury. This new ritual of time is about becoming aware of the beauty and miracle of life, a spectacle that nature offers us at every instant. Whoever embraces this perspective is, in truth, the richest of all. Our watches aspire to be the humble guardian of a meaning that transcends the object. AugéMade for Pioneers

A New Luxury Carried by New Totems Luxury is often expressed as a drive to possess. The object is sacralized for its material value. Owning it becomes a satisfaction in itself, one that feeds a certain form of egocentrism. We believe, on the contrary, that true luxury is lived through openness. We design totems that do not embody luxury, but open themselves to it. True luxury is the splendor of the outside world. Observe: behind every second lie details filled with meaning. Luxury no longer resides in materialism, but in the appreciation of what we will never master: our environment. Those who look outward often discover what they hold deepest within themselves. We create totems that give meaning to time. Unique prisms to reveal the luxury hidden behind every second. Augé Made for Pioneers

Ephemeral and Eternal. It takes only the flutter of a butterfly’s wing for an Augé to stray for a moment from the thread of time before being reborn, unpredictable, until the very end of days. Our timepieces are subject to the forces of nature. Untamed, the elements shift freely: the sun hides behind horizons that change with latitude. A fleeting cloud casts its shadow across the sky. At once vulnerable to natural whims and yet unchanging, it remains firmly rooted in its foundations: the magnetic field and the movements of the stars, born with the solar system and destined to endure until its end. Unyielding and sensitive at once paradoxical. We speak of a timepiece, yet this paradox is also lived by pioneers in their quest. One moment life smiles upon them, the world radiates with opportunity; the next, an unpredictable cloud appears, heralding the storm and the fog that blurs the pioneer’s steadfast perspective. And yet, time never stops. The elements never stand still. The wheel keeps turning. After the rain, the calm returns; the star reappears, and the Augé reinterprets the hour upon the horizon, while its message remains intact. To never lose one’s course in ephemeral wanderings, to be guided by enduring values, in pursuit of timeless prosperity.