Magnificent Bastard

Saturday, April 19, 2014

Ask the MB: J.Crew's Mougin & Piquard Watch

Real breasts
Real breasts
Q: Just saw on J.Crew's website that J.Crew has teamed with Tourneau to create a watch by former watch makers Mougin & Piquard. I think it would be a great watch to add to the collection. What's your opinion on how MB it is and is it worth the $425 price tag?
—Zack


A: Normally we're in favor of watches made by defunct Swiss manufacturers that require a pronunciation guide — it's pronounced mooj-awe and peek-are — but this watch is a definite pass. It's ironic that J.Crew is resurrecting a brand that was killed off by the quartz movement craze of the '70s, yet with Tourneau's help fits this watch with a quartz movement!

We've said it before, but quartz vs. a mechanical movement is the equivalent of motorboats vs. sailboats, or gas fireplaces vs. wood fireplaces, or fake breasts vs. real breasts. It's a corollary to the long-standing MB principle of organic materials. For around $300 you can get a decent Swiss-made military-inspired mechanical watch and save enough money to buy a cord of firewood.

ELSEWHERE: The "quartz crisis" that laid waste to Mougin & Picard and many other Swiss mechanical watch manufacuters.

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  • 1 oz mezcal (Del Maguey Chichicapa)
  • 1/2 oz dry vermouth
  • 1/2 oz sweet vermouth
  • 1/4 oz Luxardo maraschino liqueur

Stir all ingredients over ice. Strain into a chilled cocktail glass.


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