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In Stepan Sarpaneva’s memory, winter in Finland is dark and endless. Inspired by this, Stepan Sarpaneva designed and launched Korona K3 black moon watch. This is the first black moon watch in the world. Because of its unusual design, this watch was awarded Creative Design Award in 2009.

Sarpaneva watch has recently won two good design awards instituted by the Chicago Athenaeum of Architecture and Design. The Good Design award was founded in 1950 by architect Eero Saarinen, Edgar Kaufman and Ray Eames in Chicago. The Award was given to limited edition Sarpaneva Korona K3 Black Moon as well as its unique design of product identification.

Sarpaneva Korona K3 Black Moon is the first watch which reveals the mysterious crescent – the dark side of plenilune in invisible way. It is just limited 20 watches. What’s more, every watch has matched a hand-bound book named “Black is the Moon”. Its inspiration comes from the endless melancholy sense in dark winter of Finland. This book repeated the story of Lilith, the syren who specially allures and ravins men in crescent time in the ancient legend.

The emphasis on the large moon phase display with its serious face relates to a deep connection between the moon and mythology. The always intriguing waxing and waning orb in the sky has inspired imagination over the span of human existence. While we see the light side of the moon most, there is an equally large dark side of the moon. This play on the human frame of reference to the moon from Earth is at work in Stepan Sarpaneva’s artistic expression in the Korona K3 Black Moon watch.

In 1965, ETA invested heavily in automation with the goal of increasing the efficiency of production. The following year, the firm produced about 4.2 million self-winding movements. ETA made about 18 million pieces in Caliber group 2750/2770 between 1969 and 1976. An especially successful item in this series was a self-winding caliber for men’s watches that debuted in 1968 and included a rapidadjustment option to reset its date and weekday displays. Felsa — the family-run, Grenchen-based ébauche manufacturer — was taken under the wing of ETA in 1969. Felsa is remembered today as the source of the “Bidynator,” which was launched in 1942 and boasted the first bidirectionally winding rotor mechanism for men’s wristwatches. At the same time, ETA achieved another milestone, when it automated the process used to drive in jeweled bearings.

“The so-called “Watch Statute” of 1934 suppressed healthy competition, and remained in force until the early 1970s.”

In 1971, after 39 years in the service of the ébauche factory, Rudolf Schild (alias “Mr. ETA”) retired from the business. Since his first day with the firm, Schild had held its tiller firmly in hand and skillfully piloted the ship through both stormy and tranquil seas.

One of his most trusted mates was a watch technician named Heinrich Stamm, who began his career in 1925 as a design engineer at A. Michel before joining ETA’s crew in 1939. Stamm served as ETA’s head design engineer from 1943 to 1969. His inventions of the ballborne rotor and extremely slim self-winding movements significantly contributed to the strong position that ETA enjoyed on the market. Another high point in Stamm’s life work is the distinctive ETA toothing, which was introduced simultaneously with the Eterna-Matic in 1948. This special toothing was used in all ETA calibers starting in 1951. According to Heinrich Stamm, about 40 million watch movements had been manufactured with this kind of toothing by the end of 1967.

Another Crisis
Soon ETA became caught up in yet another Swiss watch industry crisis brought on by the arrival in 1970 of quartz watches. After World War II, Switzerland enjoyed an unprecedented watch boom. But whenever success comes too easily, complacency sets in. Though the first dark clouds of the looming quartz crisis gathered in the Far Eastern skies in the early 1960s, the self-satisfied Swiss manufacturers didn’t take notice. Those clouds eventually massed into a gigantic storm which, exacerbated by the shockwaves of the oil crisis of the 1970s, came crashing down upon the Swiss watchmaking business. Extensive parts of the industry died out because they had scarcely anything of their own to offer that could keep abreast with the new trends. The traditional (and, for many years, quite profitable) focus on hand-wound and self-winding movements had blinded the Swiss and lulled them into overlooking the new technology. Thousands of watchmakers lost their jobs or switched to employment in the micromechanical and microelectronic industries. In towns that had once thrived with watchmaking activity, streets were now filled with vacant, unlit factories with dirtcovered windows.

“In 1982, the remaining Ébauches subsidiaries were fused to create one overall business called ETA SA — an appropriate name, considering that company’s history of achievement.”

ETA felt the dire consequences of the ongoing progress in quartz technology, further exacerbated by a global recession, in 1976. Thanks to an intramural educational program, ETA’s workers and employees were speedily retrained so that they could manufacture the promising new quartz watches. That year ETA debuted its first “Flatline,” a 3.6-mm-slim quartz caliber with a date display and a sweep seconds hand for men’s watches.

With 150-year history, nearly all characteristics of Heuer watch is the interpretation of neo-classical love. For the coming Valentine’s Day in 2010, TAG Heuer has brought a number of pairs of romantic lovers watch.

Start from Sanimier – Jura valley town in west of Swiss, Tag Heuer has already had 150-year history. During these years, it was always loved and respected by most of people in the world. In this Valentine’s Day, Heuer reminds you to grasp neo-classical love with its 150-year brand spirit: break the limitations of tenderness of love, understand that love should have more transcendental expression – together with time, history proves eternal love.

Breakthrough Love
The beauty of love is not merely living together and live a simple life. We should bold to break new fields and exploit more “First time”. In the long watch making history, Heuer also created a lot of spectacular “first”: it first created the “crown-winding” new system; it applied for the first mechanical stopwatch for a patent; the world’s first Time of Trip used in car or plain; the world’s first mechanical timer Mikrograph and Microsplit accurate to1/100 second; the first dashboard stopwatch Autavia designed for car and plain in 1933 … …

Generous love
The true meaning of love should be the long-term mutual appreciation, independent of each other. All of us should have our own space rather than be limited and restricted. During these 150 years, TAG Heuer has always been connected with elites in different fields, Swiss physicist Professor Auguste – Picard, General Eisenhower, Sweden Prince William, U.S. President Barack Obama … … All of these people who love Tag Heuer elites by hard work to enjoy a good life.

Eternal Love
Long-term adherence of live as to preserve a century-old brand, it needs firm faith. Only if we believe the existence of eternity, we will believe the eternal love and love each other forever as endless Heuer. In 2004, TAG Heuer Monaco V4 was born. This is a miracle in watch industry. The belt drive movement watch is representing the subversion of traditional as well as a pioneering example in mechanical watch field. In 2008, it launched a precise indication of 1 / 10 second mechanical chronograph watch, redefined mechanical movement … … All these initiatives represent that Tag Heuer has never given up creation. It has always been adhering  to the quality, adhering to the innovation.