An ode to the watch brand that conquered all of Instagram
Wearing a watch went in my early years just like drinking coffee: I tried it, but didn't really feel it. But times change. Literally. By now, I am, uh, addicted to caffeine and I like to wear a little watch on my wrist. It may sound a bit silly, but I enjoy being able to check the time from ‘my body‘ without having to take my phone out of my bag. It gives a kind of freedom.
It also looks mature. Or something. Does that sound weird? I don't think so. If you're not much of a jewelry girl, a watch is an ideal accessory to give your outfit just a bit more flair. At home, I have four different watches from CLUSE lying around – round, square, gold with silver, that one with the leather strap, and with all of them, I am buddies for life. Just like in the animal kingdom, in the world of brands, it's eat or be eaten. Where one company fails, another pushes through to the higher echelons of the market. CLUSE managed that. It all started in 2013 with the launch of a few French-looking, chic watches, made in Amsterdam for ambitious women all over the world. Before long, they went global. I always find it cool to see how a few driven people can come up with something that becomes a huge success.
The La Bohème model became super popular, followed by the Minuit and La Roche, La Vedette, La Tétragone & Triomphe. We saw it all happen. Watches went from functional to fashion. There were straps with marble, velvet, jungle; you name it. Timepieces with stripes, dalmatian spots, followed by a jewelry line. Collaborations came with Negin Mirsalehi, Chiara Ferragni, and Lucy Hale, and countless other celebrities. And still: just open your Insta now and count how many CLUSE watches you see, like with Vivian Hoorn, Kae Sutherland, Noor de Groot, Claartje Rose, Jessie Jazz. I tell you: Kiek the trendspotter has spoken: now is the time. Literally. Buying another new designer bag? No way, investing in a watch is trendy. To the shop then? Let’s go.
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