THE TANK

The ground trembles and shakes as an enemy’s armored vehicle approaches. The soldier's chest tightens as he holds his breath. It’s not time! Don’t let them see us. It’s World War I and he is on the front lines. By glancing at the watch firmly strapped around his wrist, he knows it’s nearly time to attack… nearly, but not yet. On the hour, his backup arrives and the upper hand is theirs.

Military use of the wristwatch moved timepieces from pockets to arms worldwide in the beginning of the 20th century during WWI. They were essential to synchronize military movement. When popularized, all models were round. It wasn’t until one day in 1917 that the rectangular design was created by Louis Cartier-- His inspiration? The Renault Tank.

Even when we squint a little, we can’t see the resemblance either, BUT we like the idea that a tank and a watch can be related. Creating a square watch became a mission! After all, an armored artillery vehicle is as tough as gears can get. It had to be done. Unlike most square watches that don’t look like a tank or act like a tank, ours can withstand a lot of punishment (and it looks damn good too).

 When you get ready to battle your day, don’t forget to wear a timepiece that you can rely on.