Concord is pushing the limits of watchmaking.

This story first appeared in the March 30, 2009 issue of WWD. Subscribe Today.

In its C Lab Series, Concord, the Movado Group-owned watch firm, aims to show the industry and consumers its capabilities.

The brand is introducing the C1 Quantum Gravity at Baselworld, the international watch fair in Basel, Switzerland, this week. The limited edition watch has a tourbillion movement that is suspended within the side of the case. The movement and case rotates in a multidimensional manner on two axes, allowing negative space within the 47.4-millimeter case that is 22 millimeters in depth. When looking at the watch head on, the mechanisms become invisible. The watch also has a vertical power reserve and fluorescent nanoparticles within the dial for viewing in the dark.

“The idea of the C Lab series is to [show] Innovative materials and functions for the future,” said Vincent Perriard, worldwide president of Concord. “These are limited series and limited products. They can be crazy and destructive. It shows the spirit and know-how of the brand.”The C1 Quantum Gravity will retail for about $500,000 and the sample was only completed moments before the trade show’s start on Thursday morning. The run will be limited to 10 pieces.

“By pushing the limits to new levels, we give credibility to every level of the brand,” said Perriard. “It’s not a commercial move, especially in these days. It’s meant for [serious] collectors.”