cover Story
Existing Formex models
with feminine designs
are still available.
Cushion Concept
Granito sees high acceptance of online sales among watch
Hans-Peter Grädel founded Formex in 1998 as a sports watch col-
enthusiasts and notes the success of more than a few brands in re-
lection with a difference. Each piece featured a specially designed
cent years with strong online distribution. He cites the London-based
case made with a visible suspension system that would ‘give’ just a bit if
Christopher Ward as one impressive example.
the case were pressed on its front or caseback. It was built to withstand
“They are doing a great job in selling their watches online and
quite frankly are an inspiration when it comes to the business model
shocks and conform more comfortably to the wrist. At the same time the
cushion offered a technical asset found in few if any other sport watches.
they have chosen years ago and are still developing and improving,”
Today’s Formex retains the internal cushion, though in a slightly
he says. Granito adds that he is confident his new strategy will work,
different form, aimed at the same user-friendly goals. Rather than a
especially with a newly efficient system that can operate on “com-
full-case cushion that tended to lift the Formex case at a slight angle
paratively low volumes in the beginning.”
toward the wearer, Formex cases today place four strong springs in-
38 | AboutTime Magazine