Elle Macpherson Helps Launch Aspen Watch Brand

The new Swiss watch company Aspen Jewelry & Watches does not have a real relationship with the ski town Aspen, Colorado for which the watches are named. They do however have a license to use the "Aspen" name in connection with watches, exclusively in certain areas. They recently released their first watch, the Aspen One in Aspen Colorado (of course). There to help announce the new timepiece was business woman and supermodel Elle Macpherson. A face like hers is enough to draw attention, and better yet she was there to donate an almost $50,000 diamond version of the Aspen One watch to a local non-profit, the Challenge Aspen and Aspen Valley Ski and Snowboard Club (AVSC). They will sell the watch (auction likely) to raise money for ski trips to families with members who have disabilities.

The new Aspen One watch is an interesting timepiece. A few versions of the watch are available in white or rose gold, with diamonds or without. The 45mm case is very thick, because it flips open to reveal a height resistant compass. The watch movement is a ETA 2894-2 with a chronograph module. The style of the watch is pretty sober actually and will likely have a lasting design. The face reminds me of the also relatively new Bremont brand watches. You can tell that with the compass, the case is almost amusingly thick, but when you spend this type of money, you probably want some bulk in your investment. As a watch that is named for a ski city, the watch will have an unusually high altitude and cold temperature resistance - for a luxury watch that is. Prices start at about $39,000 and peak at about $50,000. They also come with a fancy pair of Casteljin & Beerens deerskin gloves.

Via National Jeweler.

Ariel Adams publishes the watch review site aBlogtoRead.com.