Entering the tritium watch market, C Thong Panich recently launched its Super Bright Mission to introduce Swiss Force timepieces, notable for its automatic micro gas light system.
The Thai distributor believes that the Swiss watch brand will prove to be popular among a generation of young men who share a taste for outdoor adventure and travelling. Moreover, the pricing between 9,500 and 40,000 baht makes it affordable.
C Thong Panich managing director Vipavan Mahadumrongkul said: "Currently, there is no middle to premium watch with a reachable price tag available in the market. Swiss Force watches offer beautiful designs, and we have firstly introduced the Officer and Adventure models, which will be followed by premium models for the festive season at the end of the year. The watches also answer in terms of function with a tritium micro gas light, a substance that is able to illuminate in the dark 100 times more than the one used in regular watches."
Symbolised by Swiss Force as H3, tritium is a naturally found hydrogen atom with an atomic weight of 3. Tritium illumination uses gaseous tritium to create a colourful light via a chemical reaction when the gas is hermetically sealed inside glass tubes coated with phosphorescent paint.
This has been applied in watchmaking for reading in dark environments as well as for appealing "glowing" timepieces.
Held at Swissotel Le Concorde, the launch event also revealed the brand ambassador, Lt Col Wanchana Sawasdee, who stars in epic The Legend Of King Naresuan movies.
"Not just to show off its beauty, this Swiss mechanical watch is made for men who appreciate practicality and durability. I am very impressed with how carefully the watch is handcrafted and put together, especially in the placing of tritium on to the watch," said Wanchana.
In a stainless steel 42.5mm case with unidirectional rotating bezel, the Officer models feature either 17 or 25 micro gas tubes on the hour, minute and second marks and dial for night-reading capability. With 15 micro gas tubes, the water-resistant Adventure models come with a bigger 44mm PC-carbon fibre case with unidirectional rotating bezel in orange, white or yellow. Bigger micro gas tubes are used for making the even brighter Adventure II versions, which are water-resistant to 200m.
Other Swiss Force collections include Pilot, Air Force Commander, Ranger and Tachymeter, each designed to serve different lifestyles and leisure activities.
"For me, the function of a watch is not just to tell time: it must suit my lifestyle in being a soldier and an actor out on the movie set as well as for daily activities such as working out," said Wanchana.
A Pilot timepiece and tritium illumination from the automatic micro gas light system.
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- Writer: Kanokporn Chanasongkram