CODE41 DAY41 Edition 2 is an affordable modern skeleton watch
While it often seems like everything has been done ad nauseam in the watch industry, some strategies and concepts receive less airtime than others. It is difficult to quantify whether the new approaches – often referred to as “disruptive” – are more effective than beating the same thin paper drum that has been beaten to death over the past century, but they do offer us the opportunity to think about the situation. industry and its practices in a way that would have been unthinkable 20 years ago. CODE41’s unusual strategy is to pull back the curtain hiding production costs and profit margins. This same strategy propelled the brand’s first launches to success. And now, as the bizarro year that has been 2020 draws to a close, we see if it works again with the brand’s latest model, the CODE41 DAY41…
I followed CODE41 since he started. The brand’s early models (the Anomaly, Anomaly 2, and the DAY41 Edition 1) were visually striking, but it was the more ambitious X41 that really made me stop and re-evaluate the original trio of versions under a new one. day. It’s funny, but common, how a single press release can reshape the whole perception of a brand in the minds of journalists and consumers. For me, seeing what the brand could accomplish helped me better understand their goals.
What the disruption really means
The term “disruptor” is overused these days. Often it is used by start-ups with bigger goals than their products can achieve. This means that the products themselves are capable of making waves. This is rarely the case. However, what is much more disruptive than just “new” products is the way a company chooses to engage and interact with its target audience and, ultimately, to do business.
…[a] totally different way of doing business …
Earlier today, Fratello statesman Gerard wrote about the new Airain Type 20. This watch looks great, but newer than the beautiful chronograph itself, that’s how the company sells shares to its customers, offering them a discount on the products it offers. . And now, to end the day, we have an equally unusual, but totally different way of doing business.
CODE41 exposes its costs. By analyzing these costs, we are better able to see what type of profit the company is making per watch sale. The exact amounts should be adjusted to account for unforeseen taxes, wages and overheads, but it gives us a pretty good idea of where our money is going.
An aggressive strategy
For some consumers, it will be music to their ears. For competing brands, however, this sends a clear message: there is nowhere to hide. Today more than ever, consumers demand a high return on investment. The modern way of doing business online allows new brands to get rid of traditional stores and sell direct. Interestingly, while this seems like a strategy that could work in perpetuity, it could well be something very limited around this time. If brick and mortar stores were to eventually disappear due to direct-to-consumer models or brands verticalizing everything, the advantage of creative companies like CODE41 would disappear.
Ironically, this means that prices can then ascend again, because online commerce would have an effective monopoly on how business is conducted. As such, we are living in a period when new brands like CODE41 are able to build on the lingering habits of the old. And so, while retailers may not like this type of model too much, it is an aggressive strategy that could pay enough dividends in the short term to secure a long term future. I’d love to hear our readers’ opinions on this in the comments below. Do you like Don’t you like it? Does it make you more confident in a brand? Does this confidence make you more inclined to buy products from a new brand? It’s a fascinating development, more prevalent than ever in some wings of our industry, and customer feedback is not only appreciated, but essential as well.
And this is an area in which CODE41 excels. He listens to his fans. Therefore, I have in my hands the second edition of the brand’s third timepiece to hit the market. The CODE41 DAY41 is a unisex model, tastefully sized at 37mm or 40mm.
I’ve been wearing the 40mm version (which has a very nice 47mm dropout) for a few days. It measures 10.5mm thick at the wrist and weighs just 80g on the soft leather strap that comes with quick-change spring bars. The DAY41 bracelet has a lightweight folding clasp which is pleasantly discreet.
Now this is not the style of watch that I usually wear, but I have similar ‘high tech’ watches in my collection, like the WH&T LCF888 Chronograph, so I’m no stranger to this kind of avant-garde face. I enjoyed it very much for several reasons, which surprised me. First, the skeletonization of the STP6-15 is really good for this price. This move may not be better than a standard Sellita SW200-1, for example (its accuracy is -0 / + 15 seconds per day), but it is much more interesting.
What’s good about the STP6-15
First of all, it’s something different. I know different doesn’t necessarily mean better, but given the similarity in specs, it’s nice to have something different on your wrist, if only for variety. What the STP6-15 does well is not to try too hard to be fancy. The skeleton is neat. It’s not too busy. Conflicting surface finishes have been abandoned in favor of fine steam blasting. It looks complex but industrial. The black plating really helps on this front as well.
And the strap?
I was really impressed with the DAY41 bracelet and clasp. In general, I can not do with deployants. They are often bulky and difficult to resize. Of course, you shouldn’t need to resize it at all once you’ve set it up out of the box, but it drives me crazy when something is unnecessarily difficult. Here, the clasp forgives. It opens easily when you need to change the size, and it snaps securely once everything is to your liking.
The bracelet is soft. It takes no time to get in and can be adjusted and worn right out of the box. I say “fitted” because the watch head and bracelet are placed in separate compartments in the simple yet charming black presentation box. I’ve always been very neutral on the quick release bars, but I think the DAY41 ultimately converted me. Changing the strap was so easy that I found the whole experience stress free. Why, you ask yourself, would a watchmaker find the prospect of fitting a bracelet stressful?
Good question. To begin with, I like to return all loaned watches in perfect condition. Second, however, I am (and always have been) terrified of case coatings. I hate the idea of marking someone else’s watch so not having to worry about that prospect was heavenly.
The DAY41 case reminds me of the kind of case I would have tried (and failed) to design ten years ago. By that I mean it’s all angles and futurism, with legs that manage to draw the line between thin and sturdy. The case sides are well formed, with Tron type lines that accentuate the lines that run through the design.
I really, really like the caseback, held in place with four hex screws. Normally I hate screw-down bottoms and prefer threaded backs, but here they look very comfortable with their surroundings.
It’s a bit strange for me to admit it, but while the DAY41 isn’t a watch I would naturally be drawn to, I ended up liking just about everything. It is very well balanced on the wrist and in the hand. I liked the ease of use of the bracelet and clasp. The small touches, like the choice of movement, and the caseback stick to me, and the general presentation is very good.
This is the dial display. If you ‘get it’, this watch is a decent buy at $ 1,290 (from a listed build cost of $ 355). In fact, the version I own is selling quite well during the currently active pre-order period (38 of the 100 examples are still available at the time of writing). If you find this kind of “burst”, “shine of metal” display at the intersection of industry and elegance confusing or distracting, you probably won’t be interested in it.
Overall, I came away with a better understanding of the brand. I enjoyed having the watch in my hands for a few days and now I’m more keen than ever to get the X41 that piqued my interest for the first time. Let us know your thoughts on the watch and the business model below. I think CODE41 gave us a lot to discuss. Learn more about the brand here.