Fine watchmaking marketing usually includes some cheerful message about rarity and exclusivity. The tagline ‘one of not many,’ comes to mind, but this is certainly not the only one. Only Watch takes that narrative and ups the ante, with brands offering unique pieces, hence the name of the auction. Of course, brands have been making one-of-a-kind pieces since the very beginning so this is not that special, in and of itself. Only Watch though is a story, with each watch in that story a unique character. In very real ways, it is a tragic tale, but it might yet have a happy ending sometime in the future.
The amazing watches to have graced Only Watch over its 16-year history should not distract from their singular purpose: striving towards a cure for Duchenne muscular dystrophy (DMD). The disease, which primarily affects boys, causes muscle atrophy from the age of four. It is currently incurable. Most who suffer from DMD are unable to walk by age 12, effectively paralized from the neck down by 21; life expectancy is estimated to be between 25-26. Luc Pettavino started Only Watch as a way to help those diagnosed with DMD, like his own son.
This story is from the Autumn 2021 edition of World of Watches.
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This story is from the Autumn 2021 edition of World of Watches.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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