OVERLOAD.
♪ YOU KNOW --
>> MARIA: FROM 0 TO 60 SECONDS,
A EUROPEAN COMPANY IS CREATING
LUXURY WATCHES FROM PARTS OF
CLASSIC CARS.
THEY INCORPORATE SALVAGED
MATERIALS FROM VEHICLES LIKE THE
FORD MUSTANG INTO THEIR
TIMEPIECES.
JOINING US NOW IS JONATHAN
CAMPSTRUCK.
DAGEN AND I HAVE TAKEN THE
LIBERTY OF PUTTING SOME OF THESE
WATCHES ON.
DESCRIBE THE PROCESS OF TURNING
AN ICONIC CAR INTO ONE OF YOUR
WATCHES.
>> THE PROCESS IS CAPTURED IN
THE NAME.
WRECK WATCHES IS THE CONCEPT OF
THE COMPANY.
WHAT WE DO IS WE FIND THESE OLD,
CLASSIC CARS WHICH ARE WHAT WE
LIKE TO CALL BEYOND REPAIR.
SO IT'S NOT LIKE A CLASSIC
MUSTANG, READY TO HIT THE ROAD,
BUT SOMETHING SALVAGED.
WE USUALLY FIND THESE IN BARNS,
AUCTIONS, ANYWHERE WE CAN GET
OUR HANDS ON THEM.
WE RECYCLE THE MATERIAL,
PRIMARILY THE CHASSIS OF THESE
CARS AND MAKE IT INTO A NEW
WATCH.
>> DAGEN: HOW MUCH DO THEY RUN?
THIS IS THE MUSTANG WATCH AND
THIS IS WHICH ONE.
>> THIS IS MADE FROM A CLASSIC
PORSCHE 911.
>> MARIA: WHICH ONE IS THE 911?
>> DAGEN: THIS ONE.
THE ONE WITH THE ORANGE.
COMPARED TO COMPARABLE WATCHES,
THESE ARE PRETTY REASONABLY
PRICED.
>> THEY ARE.
ALL OF THE WATCHES YOU'RE
LOOKING AT ARE AUTOMATICS WHICH
MEANS THEY'RE MECHANICAL
MOVEMENTS.
THAT IN ITSELF IS A WHOLE STORY.
BUT THESE WATCHES RETAIL FROM
$1,500 TO ROUGHLY $2,000.
>> DAGEN: THIS ONE'S CLOSE TO
$2,000?
>> THIS ONE IS $1,800, IF I
RECALL CORRECTLY.
SO BASICALLY WHAT WE WANTED TO
DO WITH THIS IS SAY THAT A LOT
OF WATCH BRANDS OUT THERE, THEY
FOCUS SO MUCH ON THE HERITAGE
BEHIND THEIR BRAND AND WHAT WE
WANTED TO DO IS CREATE A NEW
BRAND WITH THE HERITAGE FOUND
WITHIN THE WATCH ITSELF.
SO EVERY ONE OF THESE WATCHES IS
ACTUALLY BORN WITH A STORY
THAT'S 50, 60 YEARS OLD BECAUSE
OF THE CAR.
AND NEXT TO EVERY WATCH, WHAT
YOU ACTUALLY RECEIVE IS A STORY
CARD WHICH YOU CAN SCAN AND IT
TAKES YOU TO A SMALL FIVE, SIX
MINUTE VIDEO DOCUMENTARY ABOUT
THE SPECIFIC CAR WHICH BECAME
YOUR WATCH.
>> MARIA: TELL ME ABOUT THIS ONE
AND THE BACK.
>> THE BACK IS PROBABLY ONE OF
THE FOCAL POINTS OF THIS
PARTICULAR PIECE.
WHAT WE TRIED TO DO IS
INCORPORATE THE SIGN REFERENCES
FROM THE CAR INTO EVERY SINGLE
WATCH.
A PORSCHE ENTHUSIAST WILL
PROBABLY RECOGNIZE THE CASE BACK
AS BEING THE RIMS WHICH IS SORT
OF THE VERY MOST ICONIC PART OF
THE WHEELS OF THE CLASSIC
PORSCHE.
YOU FIND SOMETHING LIKE 10, 11,
12 REFERENCES ALL OVER THE
WATCH, BIG AND SMALL, TO THE
CAR.
>> THE WALL STREET JOURNAL RAN
AN ARTICLE ABOUT THREE DAYS AGO,
TALKING ABOUT SOME OF THE
CHALLENGES THAT THE SWISS WATCH
COMPANIES ARE HAVING BECAUSE
MILLENNIALS LOOK AT THEIR PHONE
AS THEIR WATCH.
HOW ARE YOU OVERCOMING THAT WITH
YOUR MARKET?
>> MARIA: THAT'S A GOOD
QUESTION.
>> FOR US, WHAT IT'S ALL ABOUT
IS CREATING A PRODUCT WHICH
FIRST AND FOREMOST WE WOULD WANT
OURSELVES.
WE'RE A PRETTY YOUNG TEAM.
WE'RE A LITTLE BIT NERDY ON THE
WATCH SIDE, TRUTH BE SOLD.
BUT WHAT WE'RE TRYING TO FOCUS
ON IS PEOPLE WANT SOMETHING THAT
SPEAKS TO THEIR PERSONALITY AND
I THINK PEOPLE WANT SOMETHING
THAT'S UNIQUE AS WELL.
WE TRIED TO COMBINE THOSE TWO
THINGS INTO A WATCH.
>> EVERY WATCH IS UNIQUE.
>> EVERY WATCH IS VISUALLY
UNIQUE AND COMES WITH A UNIQUE
STORY.
FOR US, THE STORY TELLING
ELEMENT, I MEAN, A WATCH TODAY
FOR US IS NOT JUST ABOUT TELLING
TIME.
AS YOU SAY, YOU CAN USE YOUR
PHONE FOR THAT.
IT'S AN EXTENSION OF WHO YOU
ARE, THE VALUES YOU HAVE WITHIN
YOUR SELF AND BASICALLY WHAT
WE'RE TRYING TO DO IS CREATE A
TALKING PIECE, SOMETHING THAT
WILL STIR UP A CONVERSATION.
>> DAGEN: DIRECT TO CONSUMER OR
ARE YOU IN STORES?
>> BOTH.
>> DAGEN: BOOM.
>> CAN YOU TELL US ABOUT THE
CUSTOMER?
IT SEEMS LIKE FOR WALL
STREETERS, LUXURY WATCHES ARE
BASICALLY THE LAST THING THEY
GIVE AWAY WHEN TIME GETS TOUGH.
I MEAN, THEY SEEM TO HAVE A
SPECIAL AFFINITY FOR THAT.
IS THAT WHAT YOU'RE SEEING?
>> DEFINITELY.
SO ALL OF OUR PRODUCTS ARE MADE
FOR MEN AND WHAT WE SEE IS THAT
THE WATCH IS PROBABLY -- THERE'S
A SAYING SAYING THAT THE WATCH
IS THE MAN'S ONLY PIECE OF
JEWELRY AND I THINK THAT'S
PROBABLY TRUE.
BUT WE DON'T LIKE TO CONSIDER IT