With “Jurassic Watches,” independent French watchmaker Awake is launching its “Tribute to the Seventh Art” collection, which pays homage to cult films that shaped the childhoods of millennials and Gen Z, such as Steven Spielberg’s 16th feature film, Jurassic Park, released in 1993.
“And bingo, there’s dino DNA!”
Following the announcement of the arrival of a Universal Studios theme park in Europe by 2031, in Bedford in the United Kingdom, and ahead of the Cannes Film Festival, Awake, the French independent Swiss-made watchmaker, is evoking cinematic nostalgia with a first collection dedicated to cult works of the younger generations.
“Jurassic Watches” offers two limited editions of 50 pieces, each inspired by two of the reptilian protagonists – and carnivores, no less – from Steven Spielberg’s film: the Tyrannosaurus Rex and the Velociraptor. These limited editions are available on the brand’s e-commerce site and from its official retailers.
The collection is a testament to the current fascination of brands with the comforting power of childhood nostalgia, at a time when the global macroeconomic and geopolitical environment is more unstable than ever.
Heading for Isla Nublar
With its “Jurassic Watches,” watchmaker Awake is now turning its attention to cinema and pop culture.
With its “Tribute to the Seventh Art” collection, the brand aims to pay “an artistic tribute through the Métiers d’Art to the cult films that marked our youth and will always resonate in our hearts as children.”
The Son Mài Silver Leaf collection has been revisited in limited edition versions featuring the codes, details, and other ‘Easter eggs’ from cult films beloved by younger generations.
For this first foray, the watchmaker has chosen to set sail for Isla Nublar, an isolated island 139 km (120 miles) west of Costa Rica and 140 km east of the Las Cinco Muertes archipelago. It is on this fictional island (inspired by Isla del Coco) that eccentric billionaire John Hammond, CEO of InGEN, wanted to build an amusement park featuring live biological dinosaurs cloned from prehistoric DNA: Jurassic Park.
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Featured image: © Awake Watches
