In the army now

I think even if it rained apocalyptically, the participants decked out in their fatigues, black shirts and official S.W.A.T. boots would still soldier on. A non-threatening Full Metal Jacket or An Officer and a Gentlemen seemed to be the peg of the day — minus a barking Louis Gossett Jr. and a crooning Joe Cocker. Nobody went Private Pyle bonkers, thankfully. The site was the UP College of Human Kinetics multi-purpose training park with its military-boot-camp-level obstacle courses — and the celebrities, journalists and executives from a particular watch brand all came prepared to go all-out for a case of “interval assault.” 

“Why the military look and feel?” asked Rajiv Mehra, the HK-based regional sales and marketing director of Fortune Concept Ltd in charge of the Swiss Military Hanowa watch. “It speaks about the robustness of our brand. It’s the toughness. We’ve designed today’s activities for Swiss Military Hanowa to make them more challenging and, of course, exciting. Everything gels with the brand.”

Swiss Military Hanowa is officially licensed by the Swiss Confederation for its high standards of quality. Only a select number of Swiss brands are awarded with this significant accreditation by the Swiss government, which is recognized around the world. Thus, there is a distinguished Swiss cross on each Swiss Military Hanowa watch.

One of the key models of Swiss Military Hanowa is the Horizon Multifunction, made of stainless steel and sapphire crystal and is 10 ATM water-resistant.

“We have chronograph watches that give out that military look as well,” added Mehra. “When you look at the watch industry, there are not too many Swiss-made brands that are as affordable as Swiss Military Hanowa. We truly give value for money.”

  Hanowa has been pushing the rugged aesthetic since 1963, when it was founded in Bienne, Switzerland by Hans Noll. In 1990, the brand made this look its signature style with the founding of Swiss Military Hanowa, with an emphasis on robust sports watches at accessible prices. The addition of the “Swiss Military” phrase highlights the values of the Swiss armed forces: robustness, endurance and high precision as well as the ability to function in extreme conditions.

Combining Swiss craftsmanship with sporty design, remarkable functions and military precision at a competitive cost-to-performance ratio has forged the brand’s identity and reputation.

Lucerne Group director Vohne Yao navigates one obstacle after another.

“When you say it’s ‘Swiss-made,’ that is a badge of honor,” explained brand manager Cathy Porlaje of Swiss Military Hanowa, which is exclusively distributed in the Philippines by Lucerne. “One of the most iconic models of the brand is the Flagship Chrono, which has a rotating bezel. It exudes a military look. Blue, black and silver are the predominant colors.” It combines a rugged outdoor aesthetic with high-precision performance.

And what could be more ruggedly outdoorsy than rappelling from confidence towers just as the entire country is bracing for a typhoon? 

“I could say that the garrison course, which was the finale one, really tested our limits,” shared Judith Staples, marketing manager of Lucerne Group’s fashion brands. “We had to conquer our fear of heights, engage our core, and try our very best to finish the course at the shortest possible time. Challenging yet very rewarding at the end.” 

Marketing manager Judith Staples (center) gets recruited into Swiss Military Hanowa’s “interval assault” mission.

She added that the brand collaborated with the Armed Forces of the Philippines in giving the participants “a taste and feel of the military discipline, both the physical demand and mental toughness required.” (Brig. Gen. Roy Devesa was represented in the event by Col. Antonio John Divinigracia; another key participant was Peter Negrido, president and CEO of Rescue Recon I Philippines Inc.)

Staples concludes, “And the event communicated the brand personality of Swiss Military Hanowa — its robustness, endurance, high-precision, and ability to function in extreme conditions.”

The march to the boodle buffet was not festooned with obstacles, by the way.

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Swiss Military Hanowa watches available at Swiss Gear, Wristpod, L Timestudio boutiques, and select department stores.