Exaequo’s Captivating Melting Watch: A Surreal Timepiece Resurrected
Exaequo, a Swiss watch brand that made waves in the 1990s with its Softwatch inspired by a Salvador Dalí painting, is back in the game after going out of business in 1998. The brand, now under new ownership, has revived the iconic timepiece that captured the imagination of many with its melting design that appears as if it is dripping off your wrist.
The Softwatch, originally released in 1990, gained a cult following for its unique and surreal aesthetic. Inspired by Dalí’s famous painting of misshapen clocks, the watch embodies the concepts of fluidity and unconventional time. Despite its initial success, Exaequo faced legal troubles when Dalí’s representatives sued the brand for featuring the artist’s signature on the watch dial without permission.
However, the Softwatch has since become a coveted collector’s item, with rare engraved models fetching thousands of dollars at auctions. Paul McCartney famously gifted one to a sound engineer, which sold for a staggering $4,480 in 2019. The watch’s blend of artistry and functionality has continued to captivate enthusiasts and collectors alike, solidifying its status as a timeless piece of horological history.
The Revival of Exaequo: A Story of Passion and Innovation
Chris Zocchi, in collaboration with investors including the renowned Italian watch company U-Boat, spearheaded the revival of Exaequo last year. Zocchi’s deep understanding of the brand’s heritage and his fervent advocacy for the Softwatch on social media played a crucial role in breathing new life into the once-defunct watchmaker.
Andrea Casalegno, a prominent watch brand consultant and horology influencer known as I Am Casa, has been instrumental in chronicling the history of the Softwatch and championing its enduring appeal. With his expertise and passion for the iconic timepiece, Casalegno was appointed as an ambassador for the reinvigorated Exaequo, further solidifying the brand’s commitment to honoring its legacy while embracing innovation.
Casalegno praises the Softwatch not only for its historical significance but also for its impeccable design and wearability. He describes it as “super-wearable and really nice in terms of how it sits on the wrist,” highlighting its versatility and comfort. For Casalegno, the Softwatch represents the perfect fusion of art and craftsmanship, making it a must-have accessory for watch aficionados and art enthusiasts alike.
A Timeless Symbol of Surrealism: The Legacy of Exaequo’s Melting Watch
The revival of Exaequo’s Softwatch symbolizes more than just a comeback for the brand—it represents a homage to the artistic legacy of Salvador Dalí and the Surrealist movement. By reimagining the iconic timepiece that drew inspiration from Dalí’s surrealistic vision, Exaequo continues to blur the lines between art and horology, creating a watch that transcends traditional notions of timekeeping.
The Softwatch’s melting design serves as a visual metaphor for the fluidity of time and the ever-changing nature of reality. Its distorted, almost dreamlike appearance challenges conventional notions of watchmaking, inviting wearers to embrace a more abstract and imaginative approach to time. In a world driven by precision and efficiency, the Softwatch stands out as a reminder of the beauty and complexity that can be found in the unexpected and unconventional.
As Exaequo’s melting watch makes its triumphant return to the horological scene, it invites us to reconsider our relationship with time and art. By channeling the spirit of Dalí’s surrealist vision, the Softwatch transcends mere functionality to become a wearable piece of art that sparks conversation and inspires creativity. Its revival not only pays homage to the brand’s storied past but also paves the way for a future where innovation and imagination converge in perfect harmony.