I still remember like it was yesterday when I purchased my first Oris watch back in 1999 during a trip to Miami. It was the Oris BC3 Day Date Big Crown ref. 635 7500 on a rubber strap with a black dial. What a great-looking watch for the price, unlike the garbage that the brand produces now. If I am not mistaken, I think I paid about USD 600 at the time after discounts, taxes, and all. I enjoyed that watch a lot and the rubber strap was of incredible quality considering the price. It felt so good that I recall being almost as nice as the tropic strap on my Patek Philippe Aquanaut ref. 5065 I also owned at the same time.
Photo: Kenti Watch Japan EBay.
Now, let me go straight to talk about how Oris is just another perfect example of the lack of creativity, cohesiveness, and value equation that prevails today in the Swiss watch industry. Luckily we still have at least a dozen brands that are not like this.
The new Oris ProPilot X Miss Piggy Edition —a sequel to the Oris ProPilot X Kermit Edition— is not only an ugly watch but a collaboration that we don’t understand at all, just like its predecessor.
Why would a luxury Swiss watch brand —yes, entry-level but still a luxury watch brand— create a collaboration with Jim Henson’s The Muppets? Does it make sense to you at all?
Let’s not forget that this is an Oris watch with a calibre based on an ETA 2671 priced at USD 3,200 —meanwhile, the Kermit is priced at USD 4,900 but at least with an in-house calibre.
Honestly, I can think of many other watches with better craftsmanship and pedigree that you could buy at that price range. For instance, a Tudor Black Bay on a leather strap is USD 3,950 and that’s one helluva watch in a different category and perceived value.
From Oris’ website about the collaboration:
It’s a watch that celebrates Miss Piggy’s fabulous style, embracing her bold, beautiful, confident persona. “To moi, fabulous is a mindset, a way of life,” says Miss Piggy. “Be your own biggest cheerleader. Kissy, kissy!”
It follows Miss Piggy’s secret to staying fabulous: “Accessorise as much as possible,” she says. “If it brings you joy, buy it, sweetie! And be your own biggest cheerleader. Others might encourage you, but the motivation has to start with you.” The watch is a beautiful accessory for Miss Piggy and her fans to enjoy. It’s got a 34 mm steel case, a hot pink dial and a baguette-cut lab-grown diamond at 12 o’clock. And on the back there’s a spyhole revealing a coy, demure Miss Piggy. Fabulous!
The watch uses the same hue of pink as Miss Piggy on its dial and you call that groundbreaking? The use of the word ‘demure’ also caught my attention. Pun-intended.
The Swiss watchmaking industry is going through a big transition and while it was once celebrated for its innovation and artistry, in recent years I’ve witnessed a perceived lack of creativity and interest in making watches that matter, that break the mold and that create disruption —in a positive way— with their designs.
While the industry in general continues to produce technically advanced and high-quality timepieces, many new releases replicate established designs and traditional craftsmanship without introducing groundbreaking concepts or new aesthetics. Some of the brands will just add a new color to the lineup or just add a partnership logo to the watch and ‘voila’, there’s a new limited edition with a hefty price tag.
This adherence to the convention can stifle originality, as some brands often prioritize brand heritage and consumer familiarity over experimentation, and that is ok for some brands like Rolex or Patek Philippe —and they’re even trying to disrupt with denim-looking straps; however, for a brand like Oris with such a small portion of the pie, this shouldn’t be the case and it simply feels like highway robbery.
Not only this watch has no real wow factor but it capitalizes on a franchise that is no longer relevant in this day and age unless you are 50+ years old. The Muppets by Jim Henson —now owned by Disney Co.— is an enduring symbol of whimsical entertainment that reflects a unique blend of artistry and playful absurdity that captivated audiences for generations embodying a sort of delightful chaos that celebrated the joy of creativity. The same creativity is not only absent in this Oris’ Muppets watch collaboration but is also not there when it comes to most watches released by Oris over the last four years.
At least I will continue to call a spade a spade as the rest of the watch journalists won’t do it.
For more info on Oris click here.
