Xemex Swiss Watches Re-Launched in the United States

Xemex Swiss Watches, filled with exciting new designs, has been re-launched in the United States by Universal Watch Co., Inc. Xemex joins UWC's TeNo Stainless Steel and Boccia Titanium, already very popular in the U.S.

October 28, 2004 -- Xemex Swiss Watches, designed by the talented Industrial Artist, Reudi K, have been re-launched in the United States.

Xemex Watches have a unique, original design with a distinctive look of simplicity, contrary to the spirit of the times. The Xemex lines sprang from the design theses of Ruedi K, whose insightfulness created a watch line that is high in quality design, easy to read, and comfortable to the wearer.

Driven by his passion for timepieces, and guided by his Bauhaus training in Switzerland, Ruedi embarked on a journey that would ultimately lead to a remarkable new line of watches. Recalling the dictates of his design philosophy, Mr K stressed the art of simplification along every step of the way. He meticulously examined the individual elements of watch design. He created a unique, pivoting attachment lug to make the fit more comfortable for the wearer. He contemplated numerous styles of hands before finding the perfect solution for each style. He considered a broad range of materials and case designs before deciding on the classic round and square cases he executed in stainless steel. A distinctive, double-deployant buckle was selected for the steel bracelet because of its practicality and simplicity. In essence, Mr. K went to great lengths to create watches that are durable and functional, without compromising his ideals.

His first design, the Offroad Model 211, was acclaimed as one of the best watch designs of the year by Montres Passion, Switzerlands leading watch magazine, in 1996 - the year XEMEX Swiss Watch was launched. Numerous awards and accolades followed, and the popularity of the watch line grew.

Now with the relaunch of Xemex, K brings his most fascinating collection yet: Offroad, Speedway, Avenue, and Piccadilly.

Offroad: REDUCTION TO THE ESSENTIAL
Functionality, good readability, greater wearing comfort and uncompromising design. The perfectly round time machines of the Offroad model line are the coherent implementation of all of these values. Offroad is practical, robust and sporty. The ideal companion for your free time and for travel.

Speedway: WELL-ROUNDED DYNAMICS
Independent design, perfectly round case and a shape unique in the world of watches. The flexible lugs, all of the stainless steel case details and the convex sapphire crystal are round, thus emphasizing the dynamics of the case concept. The crown is sunk into the convex case. Xemex Speedway is new, young, progressive and - with its 44 mm resp. 40 mm diameter - of imposing size. Speedway reminds one of fast cars, daredevil races and the exciting atmosphere of speed.

Avenue: THE ELEGANT QUADRATUR
Design at its most beautiful. The models of the Avenue line, with their striking appearance, have set the standard for the entire branch since their launch. They are already considered classics. Whereas Xemex Offroad represents the reduction of the idea of a watch to a circular time indicator, Xemex Avenue is the squaring of the circle: innovation and perfection down to the last detail.

Piccadilly: THE URBAN HUB
The perfect implementation of simplicity in the rhythm of the city. Starting in the spring of 2004, the new Piccadilly line brings the design of philosophy of Xemex and its creator Reudi K to harmonious perfection. Xemex Piccadilly is sophisticated, spontaneous and discretely attention getting.
The uniform design of the dial has plenty of space for additional information such as a big date or GMT. The slim hands and the narrow bezel complete the total impression of elegance. The strap is integrated harmoniously.

Xemex Swiss Watches range in price from $695 for a Quartz movement, to $5475 with an automatic movement. Xemex is available with leather, rubber, or steel bracelets, and has a variety of unique styles to choose from. Xemex is made with the best Swiss ETA movements.

Xemex Swiss Watches can be found at TeNo Stores in South Beach, Miami, Hollywood, CA, Soho, NY, and Las Vegas. Xemex can also be found online at www.teno.com. For more information, call 800-360-2586.

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