Dior relaunches its iconic Chiffre Rouge watch collection
The house is reviving Chiffre Rouge, a discontinued line of watches originally conceived in 2004. Here’s what you need to know.
Dior's relaunched Chiffre Rouge watch collection is a modern interpretation of the original 2004 line. (Art: Jasper Loh/CNA)
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Dior isn’t exactly a name you’d immediately associate with watchmaking, but that could all change soon. The French fashion house has announced the relaunch of its Chiffre Rouge watch collection, 20 years after it initially made its debut.
The first Chiffre Rouge timepiece was created by Hedi Slimane in 2004, back when Slimane was the creative director of Dior Homme. It was the first automatic watch the brand had ever made, powered by a specially adapted version of Zenith’s El Primero mechanical calibre. Sleek, black with a sporty crown and Monsieur Dior’s favourite lucky number eight sitting at four o’clock, the watch attracted a cult-like appeal.
The last new Chiffre Rouge model was launched in 2015, but now, Dior Timepieces is re-releasing the collection with eight new models to mark its 20th anniversary, a move indicating that the maison is getting serious about watchmaking (again).
The collection will feature eight new models – five launching in boutiques from Feb 12, one in July and the last two in October.
The watches are now adorned with Dior’s signature geometrical “cannage” pattern. The case, strap and dial are predominantly black. Sized at 38mm and 41mm, the watches feature the iconic red crown at four o’ clock, along with matching red hands. There’s an ultra-matte black version, another with diamonds embellished around the case and two tourbillons, one in black and rose gold and another limited-edition of only 20 pieces encircled by a rainbow of jewels. The automatic mechanism is visible through the transparent caseback.
The timepieces also come with interchangeable straps – in rubber enhanced with macro and micro cannage or in precious leather – that can be interchanged as wanted. While the new models will appeal to men, they will also attract women who are looking for watches with a more masculine, sporty chic appeal.
