With an icon like the Tambour Spin Time in its stable, Louis Vuitton is ready to climb the horological ladder
When the Louis Vuitton Tambour Spin Time was first presented to the local watch media in 2009, my initial thought was that it was a gimmick. The watch purist in me pooh-poohed the concept, thinking that such a design is too unconventional for haute horlogerie. Every 60min, as an hour comes to its end, a cube spins to reveal its neutral side, making way for its neighbouring cube, which will then rotate to show its distinctive face.
But over the years, having witnessed how Louis Vuitton is evolving its watch business, I better understood its direction. The brand had never intended to be another Patek Philippe or Vacheron Constantin. Instead, it wants to offer premium but unusual timepieces to its clientele.