Baselworld is definitely a place full of surprises. The least of which among them is not the launch of a new brand labelled “Schwarzenegger” with the logo “AS”. The former “Conan the Barbarian” and “Governator” remains an inspiration for many around the world, including the watch community!

The giant Brazilian watch conglomerate Magnum Group* (which says it has sold four million pieces of one Champion model domestically in four years!) managed to partner with the 67-year-old Austrian-American star, who shortlisted a selection of prototypes to be launched later this year in autumn.

“Arnold wanted the production to be Swiss”, specified the brand to Europa Star, whose journalist had the chance to wear one of the prototypes (see the result below). There will be three collections, inspired from the worlds of bodybuilding, movies and heritage. The straps are inspired by bodybuilding belts, which are so robust that aficionados can wear them for years.

This watch is destined for “everyday” heroes, who identify with Arnold Schwarzenegger’s incredible destiny and life. “Basically, wearing this watch, you just feel invincible!” Indeed, that is a good tagline. More in our upcoming print issue. (SM)

*Sao-Paulo based Magnum Group is the owner of such watch brands as Champion, Cosmos, Magnum and Yankee Street. It has an exclusive license to trade the international brands Bulova, Technomarine, Sector, Just Cavalli, Frederique Constant and nationals brands such as Ana Hickmann and Hang Loose.