Episode 7

ELENA IVANOVA

UR-106

YOUR WATCH HAS A STORY : THE UR-106 COLLECTION

"We wanted to create a clean, elegant and feminine watch, and I must admit that we found this new challenge quite demanding. But thinking about the remarkable women who have accompanied URWERK from the start made us take the step."

Felix Baumgartner

Because the UR-106, is the first watch from URWERK that is especially made for women, it’s our opportunity to give to some remarkable women who have accompanied us on our journey, the recognition they deserve.

The URWERK Team

« Long time ago, in 2007, "Mercury" decided to extend its watches assortment with products by small independent brands. Our clients were already quite well educated by then and knew a lot about this "dark side" of watchmaking. They knew about the small niche brand URWERK as well... When we are about to start a new cooperation we ask ourselves a simple question at first: do we want to see these watches in our stores ? In case of URWERK the answer was not easy. We were afraid our clients were not prepared for such a futuristic design. Our worries were eased by Felix Baumgartner: this charismatic young man charmed us with his vision of the future of Haute Horlogerie, his passion and ton of unbelievable ideas for his upcoming creations. All doubts had gone and we all were happy to begin our collaboration, which lasts nine years by now. »

Elena Ivanova