Formex has just unveiled the Element; reimagining the brand design DNA into a bold, rugged chronograph offering excellent value for money. Just a few days after the watch premiered at Munich Time, we have visited the Formex team in Biel to go hands-on with their latest stopwatch… and here are the specs, some live pics and the price.
Recently, we have reported how Formex had shifted their business model from wholesale distribution to direct-to-customer, adopting an online sales strategy. Today, we are going hands-on with one of their best-selling watches, the rugged, macho AS1100. Let’s take a closer look at the 999-piece limited edition of this chronograph with a bold, powerful and masculine look.
Until fairly recently Formex used to be a bricks and mortar watchmaker. This was before Raphael Granito took over the company a couple of years ago. In the midst of an increasing competition and changing times for the watch industry, Granito decided to shift the business model from wholesale distribution to direct-to customer.