About this project
Hi everyone - I'm Sujain Krishnan and I'm the owner and founder of theMelbourne Watch Company, an Australian brand that was launched in 2013 and aims to bring customers high quality, stylish and unique timepieces at an accessible price point.
We're pleased to be back in 2015 to present our next model - the Avalon, a modern twist on the classic aviation watch theme. The Avalon represents a departure from the 'dressy' style of our previous models and has given us the opportunity to incorporate customer feedback, broaden our horizons and explore a new style.
The Avalon is named after Melbourne's Avalon Airfield - home of the International Air Show, the largest and most comprehensive event of its kind in the Southern Hemisphere.
We've always loved the classic 'pilot' watch style, so we decided that an aviation themed watch would be perfect for our next project. As with the Portsea and its marine style, we wanted to take the classic aviation theme and put our own modern twist on it.
In designing the Avalon, we wanted to take visual themes from both classic and modern aviation and incorporate them into the watch's styling cues. The matte black DLC coating on the case was inspired by stealth fighters like the F-117 Nighthawk. The elongated markers at 3, 6, 9 and 12 evoke the crosshairs within a targeting scope.
The dial’s open heart aperture and “propeller” bridge pay tribute to the open-nose fighters of WWII and the bordering hazard stripe is a nod to the safety markers found on airstrips and aircraft around the world. Finally, we've also carried the theme through to the case back, which features stylised jet turbine blades surrounding the display crystal.
As with our previous models, we've fitted the Avalon with premium materials common to high end timepieces.
The 45mm case is milled from surgical-grade 316L Stainless Steel which has then undergone a process known as 'DLC' (Diamond Like Carbon) coating. DLC is a type of 'PVD' coating (Physical Vapour Deposition) through which a form of carbon is blasted onto the steel in a heated vacuum and then rapidly cooled to form a hardened 'crust'. This is then hand finished to give the final matte appearance and texture.
The dial is framed by flat anti-reflective sapphire crystal and consists of mutliple layers, each with different textures. The centre-most dial section features an oil-pressed 'shuriken' pattern and is surrounded by applied stainless steel indices.
The open heart aperture exposes part of the high-beat Miyota 90S5 automatic movement. This premium caliber from Miyota operates at 28,800 beats per hour, or 8 per second, allowing for a smooth sweep of the second hand around the dial.
The semi-skeleton hour & minute hands have broad areas of orange Super-Luminova to match the applied indices. As with our previous models, the Avalon features our signature “M” counterweight on the seconds hand.
The sapphire crystal caseback gives full view to the movement, decorated with jeweled chatons and Côtes de Genève (“Geneva Stripes”). The rotor features a radial sunburst pattern, which will also be engraved with our the "M" logo in the production version.
Below is a summary of the Avalon specifications:
- Case Material- 316L Stainless Steel w/ DLC coating
- Case Size - 45mm (Excluding Crown)
- Case Thickness - 12.1mm
- Lug Width - 24mm
- Lug To Lug - 54mm
- Crown - 6.5 x 4mm (Engraved)
- Movement - Miyota 90S5 Open Heart Automatic (28,800bph)
- Crystal - Anti-Reflective Sapphire
- Dial - Multi-Layered w/ Applied Steel Indices & Orange Super-Luminova
- Strap - 24mm Genuine Leather w/ matte black DLC buckle (22mm)
- Water Resistance - 50m/5ATM
- Warranty - 24 Months
Our journey with the Avalon began with a series of digital concept mock-ups. The design went through several revisions as we experimented with case shape as well as crown and aperture positioning.
Once the final concept was finished and agreed upon, we had our factory design team create 2D CAD to ensure that our vision could be translated correctly into a proper design. At this stage we also designed the turbine case-back and selected an appropriate strap/buckle combination.
The next stage in the process was to have our factory engineering department create the 3D CAD drawings with all technical data required to create physical prototypes of the design.
Finally, we had the individual parts created for scrutiny and approval. In fact, we rejected the initial case sample as it turned out to be a glossy PVD coating rather than the matte DLC coating we requested.
This was then followed by assembly of the working prototypes shown throughout this project page. These prototypes have been inspected for quality and have now been approved for production.
With our prototypes finalised we are now ready to commence production on the Avalon as soon as this project is funded.
We aim to finish production mid-May with final QC and delivery to customers (in order of first to last backer) commencing in the last week of May.
We love the concept behind Kickstarter and have decided to raise funds for the Avalon on here as with previous models. We really enjoy being able to tell the story behind the design and give our supporters an opportunity to get in "at the ground floor", as they say.
In order for us to produce the Avalon, we need to order a minimum of 250 units, which we are making available through this project at exclusive pre-production pricing.
We want to reward those who get on board early, so we are offering the Avalon in tiered pricing, as shown below.
By backing us through this Kickstarter project you will be securing your Avalon timepiece at pre-production pricing. When released in May, the Avalon will carry an MSRP of $799AUD.
Please note - international orders may be subject to customs duty and tax, depending on the rules of your country.
Risks and challenges
The Avalon will be our 5th timepiece that we have produced and will be the 4th crowd-funding project that we have undertaken. We have established a proven track record with our work and we have delivered successfully with each past project.
We have a deep established relationship with each member of our supply chain and we have proven order fulfillment processes in place here in Melbourne. We have had the working prototypes of the Avalon in our possession for several months and we are confident in the quality of the final product.
Despite our experience and preparation we are aware that issues can arise during production and delivery of any product. If we do encounter any problems along the way we will provide regular updates to our backers with as much transparency as possible. We believe that exceptional customer service is the key building block to a solid brand!
Please feel free to contact us if you have any questions or concerns about this project!Learn about accountability on Kickstarter
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