BREMOIR’s design ethos is informed by the geometric shapes and tasteful colors found in Art Deco architecture. The Eastern is inspired by the Eastern Columbia Building in downtown L.A.
The blue and turquoise terracotta tiles of the Eastern Columbia building inform the dial’s color scheme. The hands, stepped hour markers and Art Deco numerals are inspired by the touches of gold seen in the building’s vestibule and clock tower.
The Eastern’s smooth, 3-sided bezel gives the watch a more traditional look and feel, while still retaining an angular design that is so characteristically Art Deco.
The applied hour markers feature a circular, stepped design reflecting a simplified interpretation of the swirling decorative motifs at the top of the Eastern Colombia’s clock tower.
The sector dial hour markers feature white, Swiss Super - Luminova® to reflect the clock tower’s glowing luminescence in downtown Los Angeles.
The Eastern is powered by the automatic, Swiss Made STP 1-11 caliber (no date) movement, which winds itself automatically and is visible through an exhibition caseback. It features a 44 hour power reserve and operates at a frequency of 28,000 BPH (Beats Per Hour).
The origins of the Eastern Columbia Company began with a small clock shop, founded by a young immigrant named Adolph Sieroty, in 1889. By the 1930’s, he had a retail empire and was able to build and open this flagship department store. As Los Angeles grew in fame and prosperity, the Eastern Colombia remained one of the architectural jewels of the city; and is today widely recognized as one of the most important buildings of its era in the world. For years it was one of the tallest buildings in downtown LA and as such, its clock was what kept the city’s people on time.
Eastern Columbia Building images
trademark used with permission
Grand Central Terminal 45th St. Passageway (Between Track 38 & 39) New York, NY 10017
Miami Design and Preservation League Gift Shop 1001 Ocean Drive, Miami Beach, FL 33139