Seven years ago, the jewelry and watch designer Brigitte Gertz-Ziegler from Kirchheim/Teck had a groundbreaking idea: “Lots of female customers asked me about a watch to match their outfit. All that I could offer at the time were various colored watch straps as a form of combination. That was not satisfactory. That is why I developed a watch in which you could exchange the decorative faces, and not just the straps.”

Deja Vu

The result is Deja vu – the transformable watch. The watch housing made of stainless steel with mineral glass is manufactured by the renowned firm Lacher from Pforzheim. The movement is a Swiss quality product. The system is incredibly simple. The decorative elements are fixed to the housing using a rubber ring and can be switched simply and easily using an assembly needle. The fashionable Deja vu watch can therefore take on an entirely new appearance in just very few steps. There are millions of possible combinations, ranging from elegant to cool, offering over 1,000 decorative disks for installation and more than 100 watch straps and clasps. The current range of decorative disks includes designs made of silver, stainless steel, mother of pearl, glass, gemstones, wood, aluminum, tombac, plastic, felt and much more. “At the moment we are seeing a trend toward higher quality decorative disks; this is why in the coming collection, we will increasingly offer silver with pearls, gemstones and gold,” says the company owner. “Our watches have now become a real brand. We already supply over 200 specialist retailers in Germany, also in the Benelux states; we also have numerous clients in France and Italy. And goldsmiths take our watches to create their own designs,” says Brigitte Gertz-Ziegler happily, reflecting on her success. At the last Baselworld, a large number of Americans showed interest, including the renowned broadcaster NBC, which would like to recruit her for their merchandising shop. Accordingly, she is trying to find a distributor for the United States.