August 7 a new watch brand was presented in Luzern, Switzerland. Its name is Codex and refers to the female X chromosome. The new brand has an interesting majority shareholder, viz. the Chinese company Ebohr, which has no less than 1200 points of sale for watches (quartz ánd mechanical) in Asia.
The watches are produced in Switzerland by Swiss Chronometric and ‘Swiss Made’. Director of Swiss Chronometric is René Kohli who, after being a physiotherapist, shifted to another career and worked, among other things, as a commercial director for Dior.
Starting production was no problem, because many subcontractors still suffer because of the Credit Crisis and are waiting for orders. Next year Kohli hopes to produce 20,000 Codex watches, priced in the CHF 2,500 – 100,000 range.
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