PRIME TIME in Cruise mode

An iconic CENTURY collection, PRIME TIME blends beauty and elegance day after day with rubber and CENTURY sapphire for an elegance that defies the passing of time.

The dodecagonal case in CENTURY sapphire is its finest signature: with its instantly recognisable silhouette, PRIME TIME seduces lovers of fashion and fine watches, year after year. Scratch-resistant, inalterable and cut entirely by hand, CENTURY sapphire constantly reflects the light, offering this line of timepieces the inimitable touch of sophistication that guarantees its success.

This year, CENTURY unveils a new 31mm diameter ladies’ model featuring a quartz movement. In the same highly contemporary spirit, the dial is adorned with white, grey or black mother of pearl and the strikingly graphic statement of the openworked hands stands out at night thanks to the luminescent treatment. Subtle three-dimensional and textural effects, along with contrasting matt and polished surfaces, create a resolutely modern face.

Water-resistant to 100 metres, PRIME TIME is mounted for the occasion on a high-tech, robust rubber strap. Adding a chic touch, the finish, which resembles the structure of satin, comes in pearly grey and white shades and matt tones for the black version. Beautifully integrated with the case, and remarkably supple, the strap is secured with a deployment clasp.

With its contemporary sophistication, these new PRIME TIME watches remain faithful to the philosophy of the collection: capturing the magic of every moment on the wrist by associating ultra-chic style with a brilliantly casual yet energetic spirit.

Models in steel with 12 diamonds (0.050 ct.). CENTURY sapphire with 12 facets cut and polished by hand. Natural mother of pearl dial. Swiss quartz movement. Rubber strap.