Moritz Grossmann Super Bowl Watch Celebrates Kansas City Chiefs’ Victory
I’ve been a fan of the movements produced by Moritz Grossmann for a long time. Longer than that, however, I’ve been a fan of the NFL. As the German manufacture marks another Super Bowl with yet another unique piece, I ask myself the obvious question: Do I want it?
Last year I had the pleasure of sitting down with Moritz Grossmann CEO Christine Hutter. Invariably, I turned the subject of our conversation towards the spate of, as I would term it, “odd” limited and unique editions being turned out by the brand. My question was personally motivated by last year’s Super Bowl watch.
That model commemorated the New England Patriots defeating the LA Rams. On paper, this was the perfect watch for me. No, it did not mark a milestone victory for my beloved Arizona Cardinals, but it was a fusion of high-end horology and professional gridiron. As a man who has dedicated his life to learning as much as I can about both the NFL and the world of watchmaking, it should have shot right to the top of my wish list. But it didn’t. Asking myself why set me on an interesting thought path I’d like you to walk with me.
A talking point
Normally, here on Fratello, we might give unique pieces of this nature a wide birth. Their commercial appeal is limited and they hold little interest for the majority of the Fratelli. But I’m bringing this Super Bowl watch to your attention, not because of the watch itself, but because of the discussion it, and pieces like it can generate.
I love German watchmaking. I worked for NOMOS Glashütte across the train tracks from Moritz Grossmann for three years and I never, ever tired of visiting that hallowed valley of horological significance. I adore the style of German movements and the exquisite finishing typical of the manufactures there. So why am I, a die-hard football fan, not itching to own this model?
Rather than bringing together the best of both worlds, it places one tentative foot in either and comes off somewhat unsure of itself. I want a Moritz Grossmann watch. There, I said it. The work done in the brand’s Glashütte HQ is not just good, but rather outstanding. The movements are stunning and little details, like the hands or the finishing of the regulator, are divine. If you haven’t explored Moritz Grossmann’s wares, you should. But this is not the place to start. This model doesn’t express the brand’s wonderful work. It is a talking point, yes, but it generates the kind of talk that I would rather avoid if I were trying to build a relatively-unknown brand’s reputation on the world stage.
Congruity is key
Last year, Moritz Grossmann was on fire. It released three models that, in my mind, could really put the brand on the map. The Moritz Grossman GMT, the Cornerstone, and the utterly delicious Hamatic were home-runs. But the models grabbing the headlines were these extremely limited pieces lacking widespread relevance.
Hutter explained to me that there was a demand for pieces such as this Super Bowl model among the brand’s existing clientele. That may well be the case. But building a brand isn’t about selling watches; it’s about selling an idea. Yes, you need to sell enough to stay afloat, but MG has robust financial backing and can afford to be patient. What is most important for new brands is delivering a consistent message. Congruity is key. Stepping outside of a comfort zone sounds laudable, but a brand should not allow others to tell it where and when to step out.
A singular watch for a singular moment
The model is available exclusively in the USA from CELLINI JEWELERS, 430 Park Avenue at 56th Street, New York, NY, 10022. There is no doubt that this watch will sell. In fact, it probably already has. It is a singular watch for a singular moment, and there’s an entire roster of Super Bowl-winning Kansas City Chiefs that could buy (and actually pull off) a piece of this style (it’s “only” €16,700 ex VAT, after all). I could imagine newly-christened Super Bowl MVP Pat Mahomes buying it just because he can.
And that’s cool. It’s cool for Pat (or whoever buys it) and it’s cool for MG. In the short term, at least. But this is not what the brand does best. And so, rather bizarrely, we’re bringing you this news to encourage you to scratch beneath the surface. Once you’ve done that, we’d love to hear your comments below on whether you think this kind of release is a positive or negative thing for lesser-known brands. To see what really goes on in the Moritz Grossmann manufacture, visit the official site here.
