“High-end watches belong in the same category as the top-of-the-line Maybach,” says watch columnist Kim Chang-kyu.
On the 18th, Hansung Motors, the official dealer for Mercedes-Benz, hosted the ‘Salon de Maybach Watch Class’ at the dedicated Maybach showroom in Cheongdam. Salon de Maybach is a bespoke lecture program for Mercedes-Maybach customers, which previously featured a ‘Whiskey Class’ on May 9. The Cheongdam showroom, which used to be exclusive for S-Class and AMG vehicles, has been remodeled and reopened as a Maybach-exclusive space since May.
The moment you step into the showroom, the Cheongdam Maybach-exclusive showroom feels brighter and more spacious. The first floor is dedicated to the S-Class showroom where the S-Class and GLS greet visitors warmly. The customer consultation area on the first floor features an open space furnished with sofas and tables, allowing for a relaxed atmosphere for consultations.
On the second floor, the Maybach exhibition space features a ceiling adorned with the Maybach emblem, alongside mural-like artworks on the walls. Nearby, a teal Mercedes-Maybach S-Class is displayed, complemented by the presence of a black Mercedes-Maybach GLS and a white Mercedes-Maybach S-Class across from it, enhancing the premium atmosphere of the Maybach-exclusive showroom.
The Watch Class was hosted by fashion watch columnist Kim Chang-kyu. Kim mentioned that elegance, discretion, and comfort are common attributes shared by both Maybach and high-end watches. He also pointed out the differences between cars and watches, stating, “The larger and more majestic a car is, the more sophisticated technology is involved; conversely, the smaller a watch is, the higher the technical proficiency and precision. Moreover, as time passes, watches boast a greater permanence.”
The origin of wristwatches began with pilots who needed to focus on flying. Kim noted, “In 1904, the Cartier Santos became functional for pilots,” explaining the history of wristwatches. The generalization of wristwatches occurred during World War I. He explained, “Before World War I, pocket watches were common, but as the war progressed, wristwatches rapidly gained popularity.”
During this time, watches were sometimes covered to prevent the glass from breaking. The genesis of wristwatches was rooted in military watches. It was also during this era that current high-end watch brands like Patek Philippe and Calatrava were released, focusing solely on basic functions.
An explanation of the history of high-end watch brands was also provided. A representative company is A. Lange & Söhne. This brand has surpassed German automotive giants such as Mercedes-Benz and Porsche to be voted as the best brand representing Germany by the German people.
A. Lange & Söhne was founded in 1845, but its factory was completely destroyed during World War II due to Allied bombings. It re-emerged in 1994, continuing the legacy of the company.
While many watch brands ceased to exist at that time, there is one brand that has maintained an unbroken strand through time: Vacheron Constantin. Founded in 1750, it is the oldest watch company among watch brands. While many brands faced hardships and ended their histories, Vacheron Constantin has consistently upheld its reputation due to its high performance. Notably, Vacheron Constantin has blended traditional craftsmanship into its watches, seeking an aesthetic image; it also features a minute repeater function to tell time.
Kim stated, “The South Korean high-end watch market ranks among the top ten in the world, exhibiting a very high consumption of luxury watches.” He added, “Although sales figures for high-end watches have leveled off recently, the domestic sales volume remains at a high level.”
The Salon de Maybach by Hansung Motors is an irregular event that occurs based on customer demand at the Cheongdam showroom.
Lee Sang-jin daedusj@autodiary.kr