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The Brand will Re-Position Itself at BaselWorld 2010 for a New Era The Cruise collection has been the iconic pillar of the TechnoMarine brand since it splashed onto the scene in 1997. They were the first ever to mix diamonds with plastic. It was a revolutionary concept, especially within the traditional world of Swiss watch making, and the designs were quickly embraced. Cruise Sport is a revamped interpretation of the signature Cruise collection. The silhouette is straightforward, absent of excessive embellishments. The silicone strap��softer and more flexible than gel-plastic versions used in years past��is an exercise in clean lines and minimalist currents. It is water resistant up to 200 meters and is available as a chronograph or time-only model.

If TechnoMarine's desire was to catch my attention and maintain my curious observation with (what I think is) their holiday card - then they have succeeded. The brand best known for their late 1990s act of "breaking taboos" and mixing plastic with diamonds has been quietly undergoing a transformation over the last few months under new direction by Vincent Perriard, formerly of Concord watches. While I didn't always agree with the design direction at Concord while Perriard was at the helm, he did supremely succeed in getting the world's attention. Whether you liked or disliked the new Concord, at least you knew about it. While Concord was very upscale and highly limited, TechnoMarine is a company with higher volumes in mind. As such I am extremely curious to see what the brand will offer with its newest watches when they are to be unveiled in March 2010. In the above image you can see a blizzard obscured (thank you cold winter of Photoshop) new TechnoMarine watch design. Black and blue mixes comfortably in a watch that seems to suggest the brand identity well. Aside from this, I know nothing yet about this new chronograph dive watch. What I do know, is that I don't quite understand the holiday message. But it sounds awfully fun, and I'd smile if I heard it come from a TechnoMarine office worker's intoxicated optimistic new year's greeting, while attending some fantasy company holiday party they may have had. Happy "marine time" to you too TechnoMarine, see you in 2010. Ariel Adams publishes the luxury watch review site aBlogtoRead.com.