CODE41 was a revelation when it first sprang to life back in 2016. Ahead of the launch, a guerrilla marketing campaign generated considerable excitement across the internet and social media, not least because the company’s founder, Claudio D’Amore, had a powerful back story as a designer for Swiss brands such as TAG Heuer and Montblanc for a decade.
Its digitally-savvy approach brought together a community of timepiece enthusiasts who were encouraged to participate the design process of its collections.
That community is now 300,000-strong, and continues to shape the direction of the company.
2020 will see CODE 41 embrace the trend for gender-neutral watches in a collection named DAY 41, and said to have evolved thanks to input from women in the brand’s community that guided decisions on the design, movement and diameter of the timepieces.
In essence, what women told CODE41 they wanted was a family of watches that ladies or gents would wear.
“Initially, the DAY41 project was dedicated to women. But we’ve come to realise that it also looks very good on a man’s arm. It’s funny that it’s now men who are stealing their women’s watches,” CODE41 describes. “In attempting to create a beautiful women’s watch, in the end we’ve quite simply made a beautiful watch, regardless of gender.”
Pre-orders open on January 29 for DAY41 watches, which are available in 37mm and 40mm forms. Five colour variants are available for the 37mm model, included one set with diamonds, with three variants for the 40mm.
A wide range of quick-change straps, including three made from recycled leather, flax and even one from paper, will be available.
Inside, the watches use Swiss mechanical STP automatic movements; chosen for value for money and striking skeletonised design. They have 40 hours of power reserve and accuracy of 0/+15 seconds per day.
The watches, which are water resistant to 100m, will sell directly from the CODE41 website with prices starting from €1,245. However, those that buy the watch at the launch will receive the special price of €930.