ALTO Takes its First Steps with the Flawless ART 01 Model

By participating in the Tour Auto during the week preceding the launch of his ALTO brand, Thibaud Guittard did much more than just take his mind off things before tackling this crucial event. In a way, he legitimized his approach by recalling his love of beautiful mechanics and in particular the supercars of the 70s. Because when I discovered the first ALTO watch, the ART 01, a few days ago, I could only note this inspiration. It is obvious to recall that it is extremely difficult today to launch a brand. Difficult in the sense of standing out from the pack because there are launches almost every day. And those who manage to survive and then develop are those who have been able to bring something different or new to the watchmaking landscape. Given his professional career, notably at Audemars Piguet, Thibaud Guittard knows this very well. This is why he approached his project with a lot of thought and maturity and I think he took things in the right direction. The arguments that lead me to this conclusion are the following:

• The ART 01 has its own identity thanks to the shape of the case and the left second hand (turning counterclockwise) which is surprising at first glance. These are the elements that we grasp first.

• Then a lot of care was given to the aesthetic details which reinforce the coherence of the whole. The point that I liked the most is the almost prismatic shape of the glass which seems to extend the geometric lines of the case. The result reminds me of a resolutely contemporary “Facet” watch. The aesthetic work on the titanium case is also accomplished. When we observe the caseband, we are surprised by the absence of horns and by the angular approaches which bring fluidity by breaking the perception of thickness and which favor the integration of the rubber strap. Undeniably, the touch of Barth Nussbaumer, who worked on the project, is felt.
• The dial with lamé decoration offers volume effects and gives the impression of transcribing a sort of hexagonal propagation. But the main interest of this dial is to offer very beautiful reflections of light accentuated by the shape of the glass. It is incontestably the ideal complement to the glass. The hands are rather simple (but not uninteresting) and their main purpose is to preserve readability in all circumstances.

• The ART 01 is comfortable to wear thanks to a rubber strap that hugs the wrist. The absence of a horn reduces the perceived size, which is a good point. I don’t have the official dimensions of the case, but since it is a shaped case, the perceived size remains larger than an equivalent round watch. Thanks to the integration of the bracelet, even a modest wrist will be able to wear the piece without worry. The total weight is 56g and this lightness, combined with the good support, explains the pleasant sensation when the watch is worn.
• Thibaud Guittard’s ambition is to address above all an art-loving public and not necessarily pure watchmaking enthusiasts. He has thus worked a lot on the environment and the context of the brand in order to create a kind of imaginary around the ART 01. The fluidity of the design and the behavior of the second hand are the result of a reflection on the movement, as an artistic component, and on the passing of time. He has put the means to seduce this public thanks in particular to the involvement of Mathieu César who created a film dedicated to the movement and which immerses the spectators in the universe of ALTO. I imagine that the next communication approaches will continue in the same vein.