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Ok Romain Jerome, Enough Is Enough – Behold Their New ‘Eyjafjallajökull-DNA’ Watch

Ok Romain Jerome, Enough Is Enough – Behold Their New ‘Eyjafjallajökull-DNA’ Watch

Eyjafjallajökull-DNA Watch (Image courtesy Romain Jerome)
By Andrew Liszewski

The fact that this new ‘Eyjafjallajökull-DNA’ watch from Romain Jerome is limited to just one piece pretty much confirms my suspicions that the company is now trying to spit out new watch designs as fast as possible to cash in on whatever the hot topic of the day is. And in this case it’s the Eyjafjallajo?kull volcano that has caused so many headaches in Europe. But once again, it’s Romain Jerome’s press releases that steal the show. I may never look at volcanoes so innocently ever again!

With this unique Eyjafjallajo?kull-DNA model, RJ illustrates the legends of our time and the mythologies that will forge the memory of the 21st century. A timepiece with its finger on the pulse of the latest events, designed with ash from the erupting Eyjafjallajo?kull which is establishing itself as one of the most intimate symbols of our global contemporary emotions.

As if revealed beneath the dial through a bold stylistic effect and ready to burst forth at any moment, the lava ejected from the core of the planet illustrates an inner strength capable of setting fire to time – in this case held captive by a steel bezel and volcanic ash. Conveying memories of fire and lava, swept over by powerful images of dust and winds, and testifying to primeval energies as well as human vulnerability, the rough, brutal, fissured dial is crafted from ash ejected by the Eyjafjallajo?kull volcano.

Above and beyond the words and pictures heard and seen over and over again on our TV and computer screens, the visual impact of this form of telluric inevitability serves as a fresh reminder of the inherent vulnerability of our world view. Behind the ash cloud lies the vanity of our philosophies of time.

It of course comes with a certificate of authenticity confirming the watch contains volcanic rock and ash from Eyjafjallajo?kull, but since it’s a one-off piece I’m going to assume it isn’t for sale.

[ Romain Jerome Press Lounge – Eyjafjalljo?kull DNA ] VIA [ TimeZone ]