Earlier this year, Tourneau, America’s largest retailer of luxury watches, engaged VSA Partners to help launch a magazine for watch connoisseurs. The result was an end-to-end effort bridging design, editorial and production—as well as the development of the publication’s name.
After establishing the concept for Minutes, VSA assembled a team of experienced editorial writers, photographers and illustrators to bring the inaugural issue to life in a breakneck six weeks. A total of 225,000 copies were mailed to Tourneau customers, with an additional 25,000 delivered through the retailer’s 37 stores.
Designed to appeal to a cross-section of watch geeks, casual admirers and trend-hounds, stories include the tale of how a 1950s Rolex listed on eBay for $9.99 sold for more than $66,000; the chronicle of one man’s journey on dog sled, sailboat, bicycle and kite-ski from North Pole to South; a roundup of Rose Gold chronographs; and a page teeming with more watch trivia than is probably healthy to consume in one sitting.