As it celebrates its fifth anniversary, the innovative French indie watch brand Awake unveils the Son Mài collection, marking a significant evolution in its offerings. This is the brand's first permanent collection, featuring four exceptional timepieces that beautifully marry the ancient Vietnamese art of sanded lacquer with graceful applications of pure silver leaf gilding. The shift represents a bold new direction for Awake, moving away from titanium cases and Miyota movements to newly crafted 39mm stainless steel cases equipped with Swiss made La Joux-Perret automatic movements. The best part? These artisanal creations are priced under EUR 2,000 (excluding tax), making the luxury of haute horlogerie more accessible than ever.

A Journey Through Time

Awake was founded in 2019 by the visionary Lilian Thibault, who sought to highlight the planet’s dwindling resources through his timepieces. The brand initially embarked on a ‘Mission to Earth’ with space-themed watches featuring NFC chips that provided owners views of our planet from the International Space Station. Following this celestial venture, Awake introduced a striking model that embedded a piece of Muonionalusta meteorite directly into the dial.

In 2023, Awake pivoted towards producing a robust blacked-out edition for the French Special Forces, later releasing the vibrant Summetria models inspired by the harmonious geometry of sunflowers. With the debut of the Son Mài collection, the brand says goodbye to recycled titanium and embraces the vibrant artistry of contemporary watchmaking.

Craftsmanship at Its Finest

The inspiration for the Son Mài collection comes from Thibault’s discovery of the ancient Vietnamese lacquer art during a memorable trip to Vietnam in 2008. This collection marks an exciting first in horology, showcasing Son Mài’s intricate craftsmanship on wristwatches. Collaborating with master lacquer artisans from Hanoia, the most esteemed atelier in Vietnam, each handcrafted dial showcases the complex sanded lacquer technique along with silver leaf gilding, which adds depth and texture.

Creating each dial isn’t just a task; it’s an art form that takes between 10 to 15 hours. The process begins with a lacquer base, which is sanded and polished to ensure a flawless surface. This foundation is adorned with layers of silver leaf and airbrushed pigments, culminating in a breathtaking finish after multiple lacquer coatings.

Innovative Visibility

Awake has ingeniously integrated Super-LumiNova to illuminate the dial without sacrificing its aesthetic charm. Rather than applying the luminescent material on the surface of the hands and indices, Awake utilizes a unique approach: the hands and indices are first crafted from a solid layer of SLN BGW9, which is then topped with a polished steel overlay, reminiscent of luminous backlighting found in traditional Japanese art. This captivating chiaroscuro effect reveals stunning details and reflections, making each timepiece a true work of art.

A Fresh Design Aesthetic

The Son Mài collection debuts a newly designed 39mm stainless steel case with an impressive 50m water resistance. With its short curving lugs and a thickness of 10.9mm (11.8mm with the sapphire crystal), the case features an eye-catching polished finish enlivened by contrasting brushed surfaces that perfectly showcase its elegant lines. The case is adorned with a polished chamfer that provides a refined profile while maintaining practicality with a well-gripped crown featuring the brand’s Genesis logo.

High-Quality Mechanics

Each watch is powered by the La Joux-Perret G101 automatic movement, visible behind a textured Clous de Paris caseback that surrounds a sapphire crystal. This robust movement boasts an impressive power reserve of 68 hours and features a tastefully decorated rotor inscribed with 'La Joux-Perret Pour Awake,' a testament to the quality behind these remarkable pieces.

Pricing and Availability

The Son Mài collection will open for pre-orders starting October 28, with deliveries set to commence in December 2024. The initial release will comprise four uniquely numbered models, each limited to just 50 pieces. Retail prices are set at EUR 1,950, CHF 1,850, USD 2,150, or GBP 1,650 (all prices excluding tax and shipping).

Don’t miss your chance to own a piece of this intriguing collection that not only pays homage to artisan craftsmanship but also embraces the beauty of understated luxury.