[CHRONICLE] Are luxury brands killing subcultures?

Today, we look at a crucial question: do luxury brands, with their ever-increasing collaborations, nurture subcultures, or do they exploit and exhaust them? To answer this question, we’ll trace the mechanisms of luxury branding, the importance of subculture and the impact of two decades of cultural collaborations, to finally reflect on whether these practices enrich or impoverish the cultural ecosystems from which they draw.

Maison Alcée unveils its latest creation at Singapore’s IAMWATCH trade show

At the prestigious IAMWATCH trade show, held in Singapore from October 17 to 20, 2024, Maison Alcée previewed its latest creation: Persée Or. The name recalls the mythical Greek hero who defeated Medusa, whose gaze turned anyone who crossed his path into stone. This table clock, a veritable jewel of haute horlogerie, continues the brand’s successes, while pushing back the limits of its concept of participative watchmaking.

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