Bausele Australia, the country’s first Swiss-made, locally designed luxury watch brand, founded in 2011 by Christophe Hoppe, today launches in the U.S. market with an e-commerce site and three retail partners in California: General Admission in Venice Beach, the Montage hotel in Laguna Beach and MC Fine Jewelry in Tarzana.
The brand also announces Australian actor Dominic Purcell of “Prison Break” fame as its global brand ambassador. The campaign, shot by Simon Upton in Venice Beach and styled by Luke Stedman, a former pro-surfer, features Purcell wearing the new Oceanmoon II model, inspired by the country’s love of all things ocean. Water resistant up to 600 feet, it features a moon phase, tide indicator and 47mm face plus interchangeable silicone and leather straps. The watches come in four models each retailing at $890. “I’m a surfer, so I can wear it both in the water and on the red carpet,” Purcell told WWD. “I like that the watches are beautiful and fill a broad demo, plus I like to have something that reminds me of home on my wrist.”
“Dominic is the ideal fit for the brand, down to earth whilst being a leader in his field and obviously Australian. This new ambassadorship is an exciting moment as it’s timed to the brand’s arrival in the U.S. as well as other markets around the world,” said Hoppe, a Swiss entrepreneur who developed a passion for timepieces during a decade-long stint in the watch industry in Geneva. He founded Bausele, short for “Beyond Australian Elements,” after moving there permanently.
Each Bausele watch boasts a signature, hollow glass crown through which actual raw elements of Australia are stored and can be seen, such as red earth from the Outback, sand from one of Australia’s famed beaches or opal extracted from its mines.
Next month, Bausele, which will exhibit at the jewelry shows in Las Vegas, will introduce its newest design, the Terra Australis. The elegant statement piece will boast a new, proprietary performance material created and manufactured with engineering partners in Australia. The company has plans to roll in more retailers across the U.S. as it establishes itself in the marketplace.
Purcell will no doubt help, as he’s set to star in a “Prison Break” remake for Fox that will air this fall, seven years after the popular original series left the airwaves. He also currently stars in the DC Comics show “Legends of Tomorrow.” “Hopefully I can get this [watch] out there in the world and have people fall in love with it,” he said. “I even wear it on ‘Prison Break.’ Not only does Dominic Purcell wear it, Lincoln Burrows wears it as well,” he said of his character.