Rendez-Vous

ASKANIA

Askania’s glorious history attracted technocrat-watchmaker Leonhard R. Muller (now CEO, Askania AG) towards the brand after his 15-year stint with eminent Swiss watch companies. Muller visited the Berlin office of the Company and soon joined the company in 2004 to spearhead one of the most memorable turnaround stories in watch history. This dynamic leader is known by his trademark orange glasses, which attune his personality to his brand values. Excerpts from an interview…

What is the philosophy driving Askania?
Askania has a strong inventive spirit and is always on the lookout for something new; for unusual challenges and precise solutions. These are the best qualifications for the continuation of the grandiose history of the brand. Technology from Askania has always been ahead of its time and the brand sets the standards for function and reliability. The new Askania is committed to these traditions.  We have a holistic quality philosophy that encompasses all aspects of watch making and marketing. Our passion, expertise and expertise are visible in every detail of Askania watches. Askania timepieces are exclusively manufactured in Germany by excellent watchmakers. We are proud of more than 138 years of experience in precision instruments and innovations in measurement technology. And we will continue to act as Carl Bamberg, the founder of Askania, and his father would have wished, whose profession and vocation was horologist. Just a short distance away from the original Askania site, high quality mechanical watches are produced by hand. The maxim of the earlier times is also applicable to all our products today — robust and reliable, functional and easily readable. Our engineers and masters of handcrafted watches are always on the lookout for the best solutions — be it new materials or optical subtleties.

Tell us about strong connection between the brand and Berlin?
The quest for perfection always drives us to achieve new levels of top performance.

Tell us about your key markets?
Today, Askania has strong markets in Germany, Japan, Great Britain and Czech Republic, Netherlands and 7-8 other key markets including the Middle East (Emirates, Bahrain, Qatar, etc.). The key markets are Asia and all our neighbours in Europe. We are also focusing strongly on the U.S. and South America. The intention is to increase this to 30 partners around the world within the next 2-3 years.

How many watches do you produce every year? What is the core price range?
We produce 3,000 watches every year. We can go up to producing 10,000 watches with our existing capacity. We also have limited editions including the Quadriga. The core price range is between US$ 2,000 and US$ 6,000. Next year, we shall move upwards to US$ 10,000. Our customers praise our quality and feel that the prices are a steal.

Tell us about your collections?
We have a fixed collection – Elly Beinhorn, Pocket/ Golf, Taifun, Heinkel, Bremen, Alex, Tempelhof, Quadriga and Berlinale. Every year, changes and innovations are effected in these existing collections. Unlike other peers, we don’t come out with a new collection or line. This is quite confusing and short-term. We want to establish our collections firmly in the mindspace of the customers. This year, we produced 138 limited edition models in the Quadriga series.

A strictly limited special model is created in the Quadriga range every year. What is so special about this is that the number produced corresponds to the anniversary year of Askania - hence 138 are produced of the 2009 model. We want to manufacture watches in platinum.

In commemoration of the 60-year anniversary of the beginning of the Berlin AirBridge, Askania released the Tempelhof watch. From a design perspective it combines the classic aviation timepiece with its own heritage as well as a simple functional architecture. It is a testament to Berlin’s history of resilience and importance to German history.

What are your plans for India?
The Indian market is one of the best emerging markets of the globe. There is a strong connection and amicable historic bond between India and Germany. Germany has a good friendship with India and it’s the right foundation for Askania to build a strong base in India. Askania will be the second German watch brand entering India. India needs watchmakers and watchmaking schools and Askania will play a role in this endeavour. We are hopeful of a good partnership in India. Berlin has transformed itself into bigger and better than ever before. And we are proud to say that Askania has also re-established itself amongst the proud ranks of the world’s premier watchmakers with hand assembled instruments that evoke awe, hysteria and pride.



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