The name MAT comes from “Mer-Air-Terre.” which stands for Sea, Air, Land. From the very beginning, MATWATCHES has specialized in tool watches for the military. Initially they were available only to an elite groups of army and police; Today, they grace the wrists of enthusiasts and collectors globally.
It all started in 2005, when the French elite police enforcement unit (RAID) made an order and watches earned legitimacy as they were worn during their raids. The AG1-RAID watch was the first that went into production. It was the forerunner of the range, and has since become a brand icon. Since then, several direct intervention units including the French Special Operations Command and Control Centre, the Paris Fire Brigade, the Bomb Squad and the landmine clearance unit, have been so impressed by the superb performance, robustness and easy-to-read dials of these mechanical watches that it soon became a watch of choice for their teams.
A few weeks ago, we caught up with Karel Krticka, the authorized distributor of MATWATCHES in Australia for a quick chat and of course to know a little more about their key introductions.
What is it about MATWATCHES that appeals to consumers?
Collectors appreciate the authenticity of our brand name and enjoy being able to have access to our special editions we are manufacturing for the special units of the army – ‘Tailor Made” watches that is. They appreciate the value for money and the exclusivity of our watches. We also see an expanding group of extreme sports enthusiasts and outdoor survivalists keen to wear MATWATCHES, appreciating their robustness and quality.
Could you tell us about your key introductions at Baselworld 2017?
This year we are proud to have strengthened our close partnership with the French Foreign Legion.
We have developed 2 new models with them and for them. This military unit is famous worldwide and we are working with them since 2013. We have signed contracts for 4 more years and have added a social dimension to this collaboration by supporting the association FELE which is taking care of injured and old légionnaires in need. This collection truly carries our values.
A lot of watchmakers have collaborations with the world of aviation. What sets MATWATCHES apart?
When we collaborate with pilots, we listen to their professional needs carefully and then manufacture a “Tailor-Made” watch for them. Each model in our collection stands for a true partnership. For example, we have designed our UTC collection with professional pilots of the US Naval Aviation. We listened to their requirement of high legibility on the second time zone and came up with the idea of a special design of the inner ring of 24h scale.
Our brand name is linked to sport and we have been developing a new regatta function for the French team racing at America’s Cup.
This partnership strengthens our brand and brings us an additional know how as the specialist of professional sailing watches at a competitive price. As a specialist for military and tool watches we are also expanding our “Tailor-Made” services.
To know more visit www.matwatches.com.au