Oris Hölstein Edition 2024: Co-CEO Rolf Studer talks about the annual special model

Oris will celebrate its 120th anniversary in 2024. The Hölstein Edition, which is released annually on June 1st, Oris's anniversary, features an all-black model to celebrate the 120th anniversary. We spoke to Rolf Studer, co-CEO of Oris, about this model.

A completely black watch perfect for summer! The unique appeal of the "Hölstein Edition 2024"

　In 2024, Oris announced the Hölstein Edition 2024, a limited edition of 250 pieces, to commemorate its 120th anniversary. The company releases a special model every year on June 1st, its founding anniversary, and the Hölstein Edition 2024 is the fifth in the series.

　We spoke to Oris co-CEO Rolf Studer about Oris' 120th anniversary and this special watch.

Creating a watch that can be worn for a lifetime

Montres De Luxe:Oris will celebrate its 120th anniversary in 2024. What does this mean?

Rolf Studer:That's a good question! Not many watch companies can boast a 120-year history, and even fewer can remain independent like Oris. This is a testament to the legacy that Oris has.

　From our founder, to Rolf Portmann, who joined the company in 1956 and is now Honorary Chairman, to Ulrich W. Herzog, who led Oris for 40 years, Oris has been built by incredible people, so our anniversary is an opportunity to pay tribute and thank those who came before us.

Montres De Luxe:Specifically, what does it do?

Rolf Studer:It's a real challenge. Now more than ever, Oris watches need to have a purpose. Today, everyone can check the time on their smartphone. Who needs a mechanical watch in this day and age? The logical answer is: no one.

　However, luxury watches offer the joy and inclusiveness of wearing them, and for us, this means creating watches that many people can wear for their entire lives. We believe that this perspective is what will enable us to maintain our raison d'être.

The brand's first all-black model

Montres De Luxe:How does the Hölstein Edition 2024 meet this demand?

Rolf Studer:We take this challenge of "watches for everyone" very seriously, but at Oris we believe there's more to it than that - it reflects the idea that "you don't need a mechanical watch to live, but a mechanical watch can make you smile."

　Our annual special editions embody our independence and joy, and we think that's why our customers love them so much.

Montres De Luxe:You said that Oris watches are for everyone, but only 250 of this watch will be produced. It seems like it's for a select few.

Rolf Studer:The Hölstein Edition 2024 is for everyone. There is no waiting list, you don't have to be a special customer who has purchased a lot of Oris watches, you don't have to attend an event, you don't have to have connections.

　But hurry! The Hölstein Edition 2024, released on June 1st, is available on a first-come, first-served basis. This means it's a democratic watch. You can even choose your preferred number, provided someone else hasn't already got it. But be quick, as sales are brisk...

Montres De Luxe:This year's limited edition model is all black, a new look for Oris. Why did you choose an all-black model this year?

Rolf Studer:There's no particular reason. We wanted to tell the story of Oris through a design that dates back to 1965, while giving it a modern feel with the black colour.

Montres De Luxe:The Oris Bear is featured on the case back of the Hölstein Edition 2024. Why did you choose to dress the Oris Bear in a swimsuit?

Rolf Studer:It's been so much fun to see how people all over the world react to Oris Bear. He's a warm-hearted, friendly character, and he's here enjoying his free time on vacation, with no worries whatsoever. That's the feeling we want everyone to have when they wear the Hölstein Edition 2024 this summer.

I want to improve my watch without increasing the price.

Montres De Luxe:The Hölstein edition is the fifth this year. What do Oris customers think of it?

Rolf Studer:And what I hear from boutiques and retailers and what I've met is generally the same: customers tell me they love being able to connect with Oris history through the Hölstein Edition. It makes the relationship between us as a brand and our customers more tangible and meaningful. In a way, it's hard to explain. It's an emotional thing. Maybe it's love!

Montres De Luxe:What's next for Oris?

Rolf Studer:I can't go into too much detail, but we're trying to offer more value by improving our watches without significantly raising the price. This may be difficult if the Swiss franc remains strong, but we've already achieved this with the Aquis. As I said, Oris wants to make watches for you.