CoolBrands rewards the coolest brands on the Italian market; not just the iconic brands, but the products or services that have been able to aggressively stand out, carving out an unprecedented perspective on the market and in everyday life. The CoolBrands Council, chaired by Oliviero Toscani and composed of prestigious names in the worlds of marketing, business and academia, voted and defined a selection of brands that in Italy can aspire to CoolBrands status and that, with their image, are becoming more important than their products. Among the brands selected and awarded were Lorenzwhich now presents its latest watch collection TB7 (TB stands for Tullio Bolletta, the founder, while 7 is the abbreviation of the year of launch). TI-BI was also the name of the liquid created by Tullio Bolletta in 1939 to perfectly clean and degrease microscopic watch mechanisms; the liquid is still on the market today.
The TB7 collection, which originates from the creative team at LorenzLab, which was inaugurated in July 2006 with the aim of realising a number of special projects related to the product as well as marketing, will be officially presented at the Monza Grand Prix; a choice determined by the fact that some parts of the watch are made of carbon.
Data sheet
TB7 Chronograph Ref. 25923
Steel case (size 35×48 mm) with carbon plates screwed on the sides of the case; crown with double gasket integrated in the case side; push-buttons; polished finish; galbé back secured with 8 screws; sapphire crystal moulded in continuity with the case; water-resistant to 5 atmospheres.
Quartz movement.
Carbon dial with central enamel zone; enamel counters; skeletonised hour sphere; applied Arabic numerals; calendar at 6 o'clock.
Crocodile strap with matching stitching and exclusive buckle.
Variants of dial and strap:
25923 AA black carbon dial
25923 BB carbon silver dial
25923 CC dial carbon blue
25923 DD black carbon dial
Public price: 650 euro
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