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Thursday, September 16, 2010

Milus Tells Time on Times Square


The luxury Swiss watch brand Milus is using New York’s Times Square to present its newest model.

Above the American Eagle’s Times Square Flagship, Milus is presenting an ad for the Tirion Répétition Minutes TriRetrograde in a 12 panel wrap around the building’s exterior and with a total pixel count nearing 3.3 million.

This particular advertising isn’t just an oversized billboard. Using interactive technologies, for the next three months the new watch display will be fully optimal, telling the current time for the people going past one of the most vibrant places on earth.

With the minute repetition complication, combined with a date indication and the play of the TriRetrograde seconds display, the Milus Tirion Répétition Minutes TriRetrograde contains 417 individual parts that are put together with more than 140 hours of work by killed watchmakers. Each component is decorated by hand and is tested repeatedly beforehand in terms of form and composition in order to optimize the sound quality and the functional precision of the watch. It is available in a limited edition of 50 pieces.

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