Breitling’s new rugged and retro timepiece Top Time Deus Limited Edition celebrates the Swiss watchmaker’s partnership with Australian lifestyle brand Deus Ex Machina. As part of this partnership, Breitling is now also the Deus Swank Rally’s official timekeeper – the motorcycle championship celebrating vintage bikes in diverse locations around the world, including Italy, France, Australia, and Bali.
Deus Ex Machina (god from the machine) is an Australian lifestyle brand that came into existence in 2006, built around customized motorcycles, “and a quaint notion that doing something is more fun than just owning something.” To describe Deus Ex Machina as just a multiproduct brand would be inaccurate, its more of a culture.
Deus ( pronounced “day-us”) was founded by Dare Jennings and Carby Tuckwell to “celebrate a culture of creativity” through hand-built motorcycles and quality clothing for free spirits. Starting out as a single garage operation in Sydney’s Camperdown neighbourhood, “The House Of Simple Pleasures” has grown into a 1600 square meter renovated factory building. Besides serving as the brand’s global headquarters, it is home to a retail space, motorcycle showroom, workshop facilities, design studios and a cafe. The brand now has a global presence with retail outlets around the world.
“The Deus philosophy recalls an era before the various pursuits of fun – motorcycling, surfing, skateboarding, whatever – were marketed into fundamentalist factions. All are welcomed under the Deus roof,” says founder Dare Jennings.
The Top Time Deus watch, therefore, isn’t just for bikers; as Breitling CEO Georges Kern points out – “Bikers, boarders, surfers, digital nomads … this is a timepiece for dynamic people of action, purpose, and style. Our versatile Top Time Deus celebrates having the freedom to explore the world your way, at your pace.”
To promote the watch and the new partnership, Breitling welcomes the “Deus Squad,” a triumvirate that includes Forrest Minchinton, a Californian who’s passionate about surfboards and motorcycles. “It’s all about a life well ridden, and if you can stop time while keeping time, all the better,” he says.
The other two triumvirate members are Hawaiian competitive surfer Sierra Lerback and French motorcycle engineer and designer Jeremy Tagand. All three have been involved with Deus Ex Machina for years and were the perfect candidates for launching a timepiece that expresses their no-limits approach to life.
Co-designed with Deus Ex Machina, the Top Time Deus chronograph is a nod to Breitling’s original 1960s edition. The first Top Time was designed for “young and active professionals” with a range of “ultra-modern” chronographs. The retro vibe of today’s edition has an enduring appeal.
Bold yet classy, the 41-millimetre stainless-steel case of the new version is complemented by a silver dial with yellow and orange details and squircle-shaped chronograph counters. The Deus logo in black is set above the 6 o’clock marker, while its adage “In benzin veritas” is offset in white on the black tachymeter scale. The watch is powered by the Breitling Caliber 23, a COSC-certified chronometer with a power reserve of approximately 48 hours.
The case back features the iconic Deus artwork of a retro-looking motorcyclist in full flight, designed by Deus creative director Carby Tuckwell. It sports a racing-themed calfskin leather strap. The quirkiest detail is its chronograph hand in the shape of a lightning bolt.
There are only 1,500 examples of Top Time Deus available for sale. In the first four weeks, the watch will be an online exclusive before being presented at Breitling’s global retail stores. Customers who order the watch online at http://www.breitling.com will also get a limited-edition Deus coffee table book and canvas tote bag.