Cover Story

Precision Reliability and Innovation in time

Soon to storm India !!

German products signify precision, engineering, design and quality. The quintessential values of precision, reliability and innovation in time measurement have become the central philosophy of the intrinsically German company Askania AG. Brand Askania has a long and illustrious history and tradition backing its evolution and metamorphosis into one of the world’s most cherished and treasured brands in the new millennium. And in 2009, Askania will enter the Indian market. It is already evoking phenomenal interest from amongst the horological trade. Askania watches are symbolic of the trend that was prevalent at Baselworld this year — crystal clear and clean dials and minimalist lines. And Indian dealers and retailers can contact the Askania team for more details about the brand and company.

Askania’s history began in 1871, when the inventor Carl Bamberg, a protégée of Carl Zeiss and son of a horologist, established the roots of Askania in Berlin. He manufactured precision instruments for navies, observatories, research and expeditions. A broad range of quality products was developed over the years, constantly at a standard far ahead of its time. Thanks to outstanding innovations and extremely reliable measuring technology, his company experienced rapid growth. It grew big due to innovations and reliable technology. It employed around 15,000 people.

Berlin was an aviation hub for Germany and Askania catapulted itself as having a trusted name that flight professionals began to ask for outside the cockpit. It produced many aviator style wrist watches, which are highly collectible. The trademark crown-style logo was a recognized assertion of German engineering prowess during that era. The Askania factories in Berlin finally become the most important German company for aviation instruments. In the 1920s and 1940s hardly any aircraft were without Askania onboard instruments that were reliable whatever the weather, whatever the situation and any time of day or night. And pilots were soon demanding an Askania pilot‘s wristwatch featuring the same outstanding qualities. The watches and the on-board clocks were a great help to the pioneers of aviation — for e.g., Baron von Hunefeld or Elly Beinhorn on her daring journeys and dangerous adventures. The first civil airline passengers were also brought safely to their destinations thanks to Askania instruments.

Film cameras were also manufactured and used for filming classics such as “The Blue Angel” with Marlene Dietrich. High-quality mechanical watches were manufactured according to classic templates. In the exhibition rooms of Uhrenmanufaktur the various technical units of the long history can be viewed.

Berlin, the metropolis of the 21st century, takes prime position in the company’s strategy and opens up its range to new target groups. A broad spectrum of the urban zeitgeist has developed out of what was the niche of aviation. Whether business, politics or diplomacy, Berlin both stimulates and seduces. The old and the new meeting places and of cultural exchange. It is this inspiration, which has led to the development of new watch classics with pleasant-sounding names such as Alex, Tempelhof and Quadriga. Askania’s collection called Quadriga is an exclusive homage to Berlin: the Brandenburg Gate in the city centre is like no other building the symbol of separation, fear, hope and the reunification of Berlin and Germany. This mechanical masterpiece by Berlin’s unique watch-manufacture is the perfect companion for your world-wide activities with its classic design as well as the second time-zone.

The reunification of Berlin resulted in rapid modernisation and the re-emergence of the traditional industry along with many new ventures. In 2006, the scene was ripe for the reintroduction of Askania as a premier German maker of watches with not only an aviator theme but also watches that celebrated Berlin and its modern history.



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