Luxury watch designer Claudio D’Amore founded CODE41 in 2016. After many years designing watches for Tag Heuer and Montblanc, Claudio decided to embark on a new adventure. He wanted to create watches of the highest quality with the help of a community of watch lovers who would play an active role in each watch’s design. Today, the community includes over 300,000 members who love watchmaking and CODE41.
CODE41 The First Chapter
CODE41 decided to do things differently from day one. The concept for their first mechanical timepiece debuted on the 30th of March 2016, with the introduction of the TTO label, which stands for Total Transparency on Origin. This means that CODE41 communicates precisely where each component of the watch is made. They then took this one step further and decided to show the consumers the cost price of each component and the profit margins for each timepiece.
The first designs were unveiled online on the 11th of May 2016. Each member of the CODE41 community could then vote on the designs and give their own input. They took all of the community’s feedback in and delved deeper into the details of the product.
On the 22nd of November, the first CODE41 prototypes, the Anomaly-01 with a Miyota 82S7 movement and the Anomaly-02 with an ETA 2824 movement, went live on the crowdfunding platform Kickstarter. The campaign lasted 30 days and raised 543,150 CHF! Today the sporty Anomaly-01 is available in 5 versions, steel with a black dial, steel with silver dial, black PVD, brown PVD, and forged carbon with many strap variations to choose from. The Anomaly-02 has a more classical look and is available in all of the same declinations except brown PVD.
CODE41 The Second Chapter
CODE41 unveiled Project X41 on the 14th of March, 2018, with the introduction of a manufacture movement and a watch wholly designed, manufactured and assembled in Switzerland. As is usual for CODE41, several variants were presented, and it was up to the community to vote. When sales opened in 2019 on the Kickstarter platform 1,150 pieces sold for a total of almost 5.4 million CHF! Edition 4 of the X41 launched in 2020 and sold for close to 3 million CHF.
CODE41 The Third Chapter
CODE41’s DAY41 concept started in June 2019 with a project for a new ladies’ watch collection. The CODE41 community voted on each step of the project, from choice of movement to the case size, type of dial, strap material, and color. Designing a timepiece in this way meant that the DAY41 would be a true reflection of what women want, instead of what men think they want!
Surprisingly, 70% of the votes were for an automatic movement – when the vast majority of women’s watches on the market are quartz – proving that women are also sensitive to the beauty of mechanical movements. They also opted for a 37mm case size and five different dial and strap executions. Numerous men were also voting and expressing interest in this particular design. Thanks to this interest, the brand decided to add a second, 40mm, size to offer a genuinely unisex collection so that everyone can enjoy the DAY41.
The DAY41 is powered by a Swiss STP 615 automatic movement that comes with a bi-directional winding rotor. There are two stainless steel case sizes – 37mm and 40mm – with five color variants for the 37mm model (including one with diamonds), and three color variants for the 40mm version.
Why the name CODE41? 41 is the country code for Switzerland and also a systems error in computer science. Claudio D’Amore liked the analogy as his project represents an anomaly in the Swiss watch industry.