S114 watches

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I t was once said by a man who would know, “The details are not merely details. They make the design.” Electric’s execution and attention to detail make our Spring 2014 offering nothing short of quality. Our collection of re-engineered classics, born from the spirit of the iconic styles of our past, have been twisted and modernized for today. From the depths of history, comes the most classic and nostalgic offering to date. Details, precision and functionality fueled this season’s inspiration and will continue to do so as long as we are watchmakers.

06 DW0216 DW0120 DW01 SWISS28 FW0238 FW0348 FW0158 TECH INFORMAT ION

6 76

DW02PRECISION IS VITAL. THE ALL NEW DW02 WITH ALUMINUM BEZEL INSERT ALLOWS FOR PRECISE TIMEKEEPING AND IMPROVED WEARABILITY. THIS CLASSIC BEZEL TREATMENT CAPTURES THE ESSENCE OF TRADITIONAL DIVE WATCH CONSTRUCTION.

1 0 1 1

N0. EW007001D W 0 2 SS

N0.EW0070010020

MOVEMENT: 5 HAND JAPANESE QUARTZ CHRONOGRAPH WITH DATE. CUSTOM BRASS H A N D S . C A S E : 4 4 . 5 M M S U R G I C A L S TA I N L E S S S T E E L . P R OT E CT I V E R A I S E DUNI-DIRECTIONAL ROTATING BEZEL WITH CUSTOM ALUMINUM INSERT. MINERAL CRYSTAL, SCREW CROWN, 30ATM / 300 METER / 900FT. BAND: OFFERED IN A WOVEN POLYESTER BAND WITH CONTRAST DECO STITCHING. CUSTOM MOLDED PU BAND. STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.

1 2 1 3

N0. EW007003D W 0 2 PU


N0.EW0070030014 N0.EW0070030020

1 4 1 5

N0. EW007002D W 0 2 NATO


N0.EW0070020015 N0.EW0070020016

1 6 1 7

DW 0 12016 LEAGUES UNDER THE SEA, THE DW01 CAPTURES THE BEST OF PAST AND FUTURE AQUATIC DESIGN INSPIRATION AND COMBINES IT WITH A CLASSIC DIVE WATCH SOUL.

2 0 2 1

N0. EW004004D W 0 1 S W I S S SS / PU

N0.EW0040040005 N0.EW0040040006 N0.EW0040040014N0.EW0040040001

ONLY THE FINEST ATTENTION TO DETAIL, ACCURACY, QUALITY AND THE TIME HONORED TRADITION OF WATCH MAKING CAN BE CALLED SWISS MADE. THE COMPONENTS OF THIS EXPRESSION OF THE DW01 ARE ON PAR WITH THE WORLD’S FINEST, CREATING THE PERFECT MIX OF QUALITY, STYLING AND VALUE.

MOVEMENT: 6 HAND SWISS QUARTZ CHRONOGRAPH WITH DATE. CUSTOM BRASS HANDS. CASE: 44.5MM SURGICAL STAINLESS STEEL. PROTECTIVE RAISEDUNI-DIRECTIONAL ROTATING BEZEL. MINERAL CRYSTAL, SCREW CROWN. 30ATM / 300 METER / 900FT. BAND: SWISS WATCH INCLUDES TWO INTERCHANGEABLE BANDS. A CUSTOM MOLDED PU BAND WITH CUSTOM BRANDED STAINLESS STEEL FIRST LINK AND A STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.

2 2 2 3

N0. EW003001D W 0 1SS

N0.EW0030010001 N0.EW0030010002 N0.EW0030010013 N0.EW0030010020 N0.EW0030010014 N0.EW0030010017

MOVEMENT: 6 HAND JAPANESE QUARTZ CHRONOGRAPH WITH DATE. CUSTOM BRASS HANDS. CASE: 44.5MM SURGICAL STAINLESS STEEL. PROTECTIVE RAISED UNI-DIRECTIONAL ROTATING BEZEL. MINERAL CRYSTAL, SCREW CROWN, 30ATM / 300 METER / 900FT. BAND: OFFERED IN A WOVEN POLYESTER BAND WITH CONTRAST DECO STITCHING. CUSTOM MOLDED PU BAND. STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.

2 4 2 5

N0. EW003003D W 0 1PU



2 6 2 7

N0. EW003002D W 0 1NATO

N0.EW003002001 N0.EW0030020005 N0.EW0030020011 N0.EW0030020020 N0.EW0030020015


2 8 2 9

FW02A HEAVY DUTY TIMEPIECE FOR THE CASUAL TREKKER, THE FW02 INCORPORATES SOPHISTICATED CONSTRUCTION TECHNIQUES AND FUNCTIONAL DETAILS WITH TIME PROVEN CLASSIC AESTHETICS.

3 2 3 3

N0. EW002001F W 0 2 SS

MOVEMENT: 6 HAND JAPANESE QUARTZ CHRONOGRAPH WITH DATE. CUSTOM BRASS HANDS. CASE: 44MM SURGICAL STAINLESS STEEL. PROTECTIVE RAISEDUNI-DIRECTIONAL ROTATING BEZEL. MINERAL DOMED CRYSTAL, PULL CROWN. 20ATM/ 200 METER / 600FT. BAND: OFFERED IN A WOVEN POLYESTER BAND WITH CONTRAST DECO STITCHING. CUSTOM MOLDED PU BAND WITH BRANDED STAINLESS STEEL INSERT. STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.


3 4 3 5

N0. EW002003F W 0 2 PU



3 6 3 7

N0. EW002002F W 0 2 NATO

N0.EW0020020001 N0.EW0020020005


N0.EW0020020006 N0.EW0020020015

3 8 3 9

FW03SIMPLE, ELEGANT AND CLASSICALLY VERSATILE, THE ALL NEW FW03 BRINGS CLEAN LINES AND SOPHISTICATION TO ANY OCCASION.

4 2 4 3

N0. EW008001F W 0 3 SS

N0.EW0080010017 N0.EW0080010023

MOVEMENT: 3 HAND JAPANESE QUARTZ, HOURS, MINUTES, SECONDS AND DATE. CUSTOM BRASS HANDS WITH BRANDED SECOND HAND. CASE: 40MM SURGICALSTAINLESS STEEL. PROTECTIVE RAISED / FIXED BEZEL. MINERAL DOMED CRYSTAL, ANATOMICALLY POSITIONED PULL CROWN. 20ATM / 200 METER / 600FT. BAND: OFFERED IN A CUSTOM LEATHER BAND WITH CUSTOM STAINLESS STEEL CLOSURES AND BRANDING. POLYESTER NATO STYLE BAND WITH CUSTOM SS CLOSURES AND BRANDING. STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.

4 4 4 5

N0. EW008005F W 0 3 LEATHER


N0.EW0080050024 N0.EW0080050016

4 6 4 7

N0. EW008002F W 0 3 NATO

N0.EW0080020014


4 8 4 9

F W 0 1A DAILY DRIVER FOR THE GEOGRAPHICALLY CURIOUS. A MODERNTAKE ON CLASSIC FIELD WATCH INSPIRATION. DETAILS AND TEXTURES THAT REFLECT INNOVATIONS FOUND IN TODAY’S BEST OUTDOOR EQUIPMENT, TACTICAL ACCESSORIES AND CUSTOM VEHICLE STYLING.

5 2 5 3

N0. EW001001F W 0 1SS

N0.EW0010010001 N0.EW0010010002

MOVEMENT: 3 HAND JAPANESE QUARTZ, HOURS, MINUTES, SECONDS AND DATE. CUSTOM BRASS HANDS WITH BRANDED SECOND HAND. CASE: 40MM SURGICAL STAINLESS STEEL. PROTECTIVE RAISED / FIXED BEZEL. MINERAL DOMED CRYSTAL, ANATOMICALLY POSITIONED PULL CROWN. 20ATM / 200 METER / 600FT. BAND: OFFERED IN A POLYESTER NATO STYLE BAND WITH CUSTOM STAINLESS STEEL CLOSURES AND BRANDING. STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.

N0.EW0010010005 N0.EW0010010006

5 4 5 5

N0. EW001002F W 0 1NATO

N0.EW0010020003


MOVEMENT: 3 HAND JAPANESE QUARTZ, HOURS, MINUTES, SECONDS AND DATE. CUSTOM BRASS HANDS WITH BRANDED SECOND HAND. CASE: 40MM SURGICAL STAINLESS STEEL. PROTECTIVE RAISED / FIXED BEZEL. MINERAL DOMED CRYSTAL, ANATOMICALLY POSITIONED PULL CROWN. 20ATM / 200 METER / 600FT. BAND: OFFERED IN A POLYESTER NATO STYLE BAND WITH CUSTOM STAINLESS STEEL CLOSURES AND BRANDING. STAINLESS STEEL SOLID LINK BRACELET WITH DOUBLE LOCKING CLASP.

5 8 5 9

MIYOTA 2115

MIYOTA 6S20

RONDA 8040B

BAND

BASIC WATCH ANATOMY MOVEMENT

CASE CROWN

PUSHER

DATE WINDOW

MOVEMENT

DIAL SUB DIAL

BEZEL

ATTACHES TO THE CASE AND KEEPS THE WATCH ON YOUR WRIST.

CENTRAL STRUCTURE UPON WHICH THE WATCH IS BUILT. T H E C A S E H O U S E S T H E MOVEMENT AND DIAL.

MOVES THE HANDS TO KEEP ACCURATE TIME. THE MOVEMENT IS THE BRAIN OF THE WATCH LOCATED DIRECTLY BENEATH THE DIAL OUT OF SIGHT.

GRAPHICAL REFERENCE REGISTERING TIME. THE DIAL COMMUNICATES THE INFORMATION THE WATCH CONTAINS.

CONTROLS THE POSITIONING OF MAIN HANDS AND DATE. IT IS WATERPROOFED BY A GASKET, OR SCREW DOWN MECHANISM.

C O N T R O L S T H E S E C O N D A R Y WATCH FUNCTIONS, AS SEEN IN C H R O N O G R A P H W ATC H E S .

S M A L L W I N D O W I N T H E M A I N D I A L R E V E A L I N G T H E D AT E .

RING AROUND THE CRYSTAL S E R V E S A S A LT E R N AT I V E TIME KEEPING AND PROTECTS THE CRYSTAL.

SMALL DIAL POSITIONED BELOW THE MAIN DIAL. CONTAINS AND COMMUNICATES THE SECONDARY INFORMATION SUCH AS DATE, STOP WATCH, 24-HR. ETC.

THE MOVEMENT IS THE BRAIN OF THE WATCH. IT IS THE MECHANICAL ENTITY THAT KEEPS ACCURATE TIME. A MOVEMENT SHOULD BE EVALUATED BY THE FUNCTIONS IT PROVIDES, HOW IT PROVIDES THOSE FUNCTIONS, AND THE QUALITY OF MANUFACTURING. ELECTRIC UTILIZES THE MOST ACCURATE AND MOST DURABLE JAPANESE AND SWISS ANALOG MOVEMENTS ON THE MARKET.

3 HAND JAPANESE QUARTZ, HOURS, MINUTES, SECONDS AND DATE. CUSTOM BRASS HANDS WITH BRANDED SECOND HAND. FEATURED IN FW01 AND FW03.

TYPE OF QUARTZ: TUNING FORK TYPE QUARTZ CRYSTALFREQUENCY: 32,768HZACCURACY: ±20 SECOND / MONTH WORN UNDER NORMAL CIRCUMSTANCES.BATTERY: SILVER OXIDE SR626SW BATTERY OR EQUIVALENTBATTERY LIFE: 3 YEARSDRIVING SYSTEM: TWO-POLE STEPPING MOTOR / NO JEWELSFUNCTION: DATE CALENDAR, POWERCELL SAVING RESET MECHANISM (PSRM) OVERLOADING COMPREHENSION DEVICE (OLCD) DIGITAL FREQUENCY CONTROL (DFC) FOR TIME ADJUSTMENT.

6 / 5 HAND JAPANESE QUARTZ CHRONOGRAPH, HOURS, MINUTES, SECONDS, DATE,CHRONO MINUTE, CHRONO SECOND, CHRONO 1/20TH SECOND. CUSTOM BRASS HANDS. FEATURED IN DW02, DW01 AND FW02.

TYPE OF QUARTZ: TUNING FORK TYPE QUARTZ CRYSTALFREQUENCY: 32,768HZACCURACY: ±20 SECOND / MONTH WORN UNDER NORMAL CIRCUMSTANCES.BATTERY: SILVER OXIDE SR927W BATTERY OR EQUIVALENTBATTERY LIFE: 4 YEARSDRIVING SYSTEM: TWO-POLE STEPPING MOTOR / NO JEWELSFUNCTION: 4 BEATS CENTER SECOND HAND, DATE CALENDAR, POWERCELL SAVING RESET MECHANISM (PSRM) OVERLOADING COMPREHENSION DEVICE (OLCD) DIGITAL FREQUENCY CONTROL (DFC) FOR TIME ADJUSTMENT

6 HAND SWISS QUARTZ CHRONOGRAPH, HOURS, MINUTES, SECONDS, DATE,CHRONO 30 MINUTE, CHRONO SECOND, CHRONO 1/10TH SECOND. CUSTOM BRASS HANDS. FEATURED IN THE DW01 SWISS.

TYPE OF QUARTZ: ANALOG QUARTZ CRYSTALSECOND HAND TORQUE: 6 µNmMINUTE HAND TORQUE: 300 µNmCENTER SECOND TORQUE: 7 µNmACCURACY: -10 / +20 SECOND / MONTH WORN UNDER NORMAL CIRCUMSTANCES.BATTERY: 395BATTERY LIFE: 2 YEARSDRIVING SYSTEM: 13 JEWELS / GOLD PLATESFUNCTION: 4 BEATS CENTER SECOND HAND, DATE CALENDAR, POWER SAVING MECHANISM. REPAIRABLE METAL MOVEMENT. 3 WIDE EYE CHRONOGRAPH.

5 ATM / 50 METER

10 ATM / 100 METER

20 ATM / 200 METER

30 ATM / 300 METER

WATER RATING: ATM

ALL ELECTRIC WATCHES HAVE AT LEAST A WATER RATING OF 20 ATM (200 METERS). THAT MEANS YOU CAN SURF, SNORKEL, SPEAR FISH AND SHOWER DAILY IN YOUR WATCH. BE SURE TO ALWAYS RINSE YOUR WATCH WITH CLEAN WATER AFTER EXPOSURE TO SALT / WATER / SAND.

FW01 FW02 FW03 DW01 DW02 DW01S

BEZEL

CHRONO FUNCTION

PVD

CRYSTAL

CHEMICAL ETCHING

POLYURETHANE (PU)

SWISS CHRON0

ANALOG

ATM

JEWELS

TITANIUM CARBIDE

300 SERIES STAINLESS STEEL

BASIC DEFINIT IONS

RING AROUND THE CRYSTAL THAT SERVES AS PROTECTION. VARIOUS WATCH STYLE UTILIZE THIS SPACE TO ENGRAVE OR PRINT EXTRA GRAPHIC TIME KEEPING INDICIES. ELECTRIC’S FW02 AND DW01 FEATURE A CUSTOM ETCHED UNI-DIRECTIONAL ROTATING BEZEL WITH A PVD TITANIUM CARBIDE PLATING.

A CHRONOGRAPH IS A SPECIFIC TYPE OF WATCH THAT IS USED AS A STOPWATCH COMBINED WITH A DISPLAY WATCH. A BASIC CHRONOGRAPH HAS AN INDEPENDENT SWEEP SECOND HAND; IT CAN BE STARTED, STOPPED, AND RETURNED TO ZERO BY SUCCESSIVE PRESSURE ON THE STEM. LOUIS MOINET INVENTED THE CHRONOGRAPH IN 1816. ELECTRIC FW02 AND DW01 MODELS UTILIZE A CHRONOGRAPHIC MOVEMENT. WE ARE PROUD TO USE INDUSTRY LEADING MIYOTA CHRONOGRAPH MOVEMENTS.

PHYSICAL VAPOR DEPOSITION IS A VARIETY OF VACUUM DEPOSITION METHODS USED TO DEPOSIT THIN FILMS BY THE CONDENSATION OF A VAPORIZED FORM OF THE DESIRED FILM MATERIAL ONTO VARIOUS WORK PIECE SURFACES. PVD IS A COMMON IP PLATING PROCESS USED IN THE WATCH INDUSTRY. THE COATING METHOD INVOLVES PURELY PHYSICAL PROCESSES SUCH AS HIGH TEMPERATURE VACUUM EVAPORATION WITH SUBSEQUENT CONDENSATION, OR PLASMA SPUTTER BOMBARDMENT RATHER THAN INVOLVING A CHEMICAL REACTION AT THE SURFACE TO BE COATED AS IN CHEMICAL VAPOR DEPOSITION.

THIS IS THE GLASS THAT COVERS AND PROTECTS THE DIAL. IT IS HOUSED BY THE BEZEL. WE USE A MINERAL CRYSTAL ACROSS ALL MODELS OF OUR LINE. A MINERAL CRYSTAL IS SECOND IN HARDNESS AND COST TO A SAPPHIRE CRYSTAL. MINERAL CRYSTALS ARE HARDENED FOR STRENGTH AND HIGHLY DURABLE / SCRATCH RESISTANT.

THE PROCESS OF USING STRONG ACID OR MORDANT TO CUT INTO THE UNPROTECTED PARTS OF A METAL SURFACE TO CREATE A DESIGN OR PATTERN. FW02 AND DW01 MODELS USE THIS ETCHING PROCESS TO ACHIEVE THE ETCHED NUMBERS AND INDICIES IN THE BEZEL.

POLYURETHANES ARE USED IN THE MANUFACTURE OF FLEXIBLE, HIGH-RESILIENCE FOAM SEATING; RIGID FOAM INSULATION PANELS; MICRO-CELLULAR FOAM SEALS AND GASKETS; DURABLE ELASTOMERIC WHEELS AND TIRES (SUCH AS ROLLER COASTER WHEELS); AUTOMOTIVE SUSPENSION BUSHINGS; ELECTRICAL POTTING COMPOUNDS; HIGH PERFORMANCE ADHESIVES; SURFACE COATINGS AND SURFACE SEALANTS; SYNTHETIC FIBERS (E.G., SPANDEX); CARPET UNDERLAY; HARD-PLASTIC PARTS (E.G., FOR ELECTRONIC INSTRUMENTS); HOSES AND SKATEBOARD WHEELS. FULLY REACTED POLYURETHANE IS CHEMICALLY INERT. PU IS HIGHLY MOLDABLE AND DESIRABLE FOR WATCH BANDS DUE TO ITS NATURAL FLEXIBILITY AND SOFT FEEL AGAINST THE SKIN. UNLIKE WOVEN FABRIC BANDS OR NATURAL LEATHER BANDS, PU IS NON-POROUS AND QUICK DRYING, IDEAL FOR USES IN AND AROUND WATER.

A SWISS CHRONOGRAPHIC MOVEMENT UNDERGOES EXTREMELY STRICT TESTING IN ORDER TO RECEIVE A PRESTIGIOUS SWISS QUALITY RATING.

ALL ELECTRIC WATCHES HAVE ANALOG BASED MOVEMENTS. ANALOG MOVEMENTS UTILIZE A QUARTZ CRYSTAL POWERED BY A BATTERY. JAPANESE AND SWISS QUARTZ MOVEMENTS ARE THE MOST ACCURATE MOVEMENTS AVAILABLE.

ABBREVIATION FOR THE SCIENTIFIC UNIT OF MEASUREMENT IN ATMOSPHERES. AN ATM UNIT IS A CALCULATION OF STANDARD SEA LEVEL PRESSURE. 1 ATM IS EQUIVALENT TO 0.0193 PSI

JEWELS SERVE TWO PURPOSES IN A WATCH. FIRST, THEY ARE IMPLEMENTED TO REDUCED FRICTION AND CAN IN TURN, INCREASE ACCURACY. FRICTION IN THE WHEEL TRAIN BEARINGS AND THE ESCAPEMENT CAUSES SLIGHT VARIATIONS IN THE IMPULSES APPLIED TO THE BALANCE WHEEL, CAUSING VARIATIONS IN THE RATE OF TIMEKEEPING. THE LOW FRICTION OF JEWEL SURFACES REDUCES THESE VARIATIONS. SECONDLY, JEWELS CAN INCREASE THE LIFE OF THE BEARINGS. IN UN-JEWELED BEARINGS, THE PIVOTS OF THE WATCH’S WHEELS ROTATE IN HOLES IN THE PLATES SUPPORTING THE MOVEMENT. THE SIDEWAYS FORCE APPLIED BY THE DRIVING GEAR CAUSES MORE PRESSURE AND FRICTION ON ONE SIDE OF THE HOLE. IN SOME OF THE WHEELS, THE ROTATING SHAFT CAN EVENTUALLY WEAR AWAY THE HOLE UNTIL IT IS OVAL SHAPED, AND THE WATCH STOPS.

IS AN EXTREMELY HARD (MOHS 9-9.5) REFRACTORY CERAMIC MATERIAL, SIMILAR TO TUNGSTEN CARBIDE. IT IS COMMERCIALLY USED IN TOOL BITS. TITANIUM CARBIDE IS ALSO USED AS A SURFACE COATING ON SOME TITANIUM WATCHES. ELECTRIC USES TITANIUM CARBIDE IN ITS PVD COATING PROCESS FOR ALL BLACK COATINGS, MAINLY SEEN ON THE BEZEL.

ELECTRIC USES TWO VERSIONS OF STAINLESS STEEL IN OUR LINE.

316 STAINLESS STEEL: SURGICAL STAINLESS STEEL PREVENTS SPECIFIC FORMS OF CORROSION. IT IS ALSO KNOWN AS MARINE GRADE STAINLESS STEEL DUE TO ITS INCREASED RESISTANCE TO CHLORIDE CORROSION COMPARED TO TYPE 304. 316 IS OFTEN USED FOR BUILDING NUCLEAR REPROCESSING PLANTS. IT IS GENERALLY USED IN STAINLESS STEEL WATCHES AND MARINE APPLICATIONS, AS WELL AS EXCLUSIVELY IN THE FABRICATION OF REACTOR PRESSURE VESSELS FOR BOILING WATER REACTORS, DUE TO ITS HIGH RESISTANCE TO CORROSION. 316 SS ALLOWS FOR PRECISION MACHINING AND IS USED IN ELECTRIC’S CASES, CROWNS, PUSHERS, CASE BACKS AND BAND HARDWARE.

304 STAINLESS STEEL: GRADE 304 IS THE STANDARD “18/8” STAINLESS; IT IS THE MOST VERSATILE AND MOST WIDELY USED STAINLESS STEEL, AVAILABLE IN A WIDER RANGE OF PRODUCTS, FORMS AND FINISHES THAN ANY OTHER. IT HAS EXCELLENT FORMING AND WELDING CHARACTERISTICS. ELECTRIC USES 304 SS IN OUR STAINLESS STEEL BANDS.

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