Author Archives: luxefoil

Wrapping Up Baselworld 2013

As a first-time exhibitor among more than 1,460 companies from 40 different countries, we have been preparing for Baselworld since the early stages of our company’s formation. As the world’s biggest event for the luxury watch and jewelry industry, this long-awaited fair is what set the stage for LuxeFoil™.

Our PR and marketing campaign was devoted to developing our brand, designing our website, creating gorgeously designed product shots, filming and producing an introductory video, designing our booth at Baselworld, creating email and banner campaigns, sending out press releases, attracting media attention, ramping up our social media, and producing high-end packaged marketing samples to deliver luxury watch executives in Europe prior to attending Baselworld. All told, it was six months of preparation preceded this weeklong event.

Being at Baselworld was an eye-opening experience. We have met and developed contacts among professionals from widely acclaimed watch brands and editors of magazines for watch enthusiasts. This trade show isn’t just about showcasing our designs, dedication, and capabilities. It is about making connections with others in the industry, learning more about the industry, and fostering relationships. The competition is what drives innovation and what keeps this industry afloat, next to our customers.

Our marketing efforts reach outside of Baselworld and we’re not just referring to social media. Connecting the heritage as an aerospace supplier, we had our Space Gals pass out coffee and marketing materials around Basel, Switzerland. And in case you missed it, here is a bit more insight as to why we chose Space Gals.

We have had the pleasure of speaking with number of watch firms, and had lively discussions about how LuxeFoil™ could best be used.  We also met several retailers like Watch Obsession..  Editors from WatchTime, CatchUp, WatchPro, Katterwe Press, Watching Magazine, and Accessories Magazine have also stopped by our booth.  We even made it into the Baselworld Daily News.

It was great to meet new contacts during Baselworld 2013. With our PR and marketing efforts combined with our technologically advanced and breathtakingly beautiful materials, we hope to have had made an impression in this industry and to contribute to this market.



With Baselworld kicking off tomorrow, watch and jewelry exhibitors from across the globe are finalizing their itinerary for Basel, Switzerland. Among these professional purveyors of luxury is LuxeFoil™ President, Travis Ayers. As we make final preparations for our worldwide debut at the world’s biggest luxury watch and jewelry trade show, here’s what to keep an eye out for during this one-of-a-kind event:

  1. A new Baselworld: New building, new stands, and new brands. View the concept design here.
  2. More women-oriented items are scheduled to be showcased in both the jewelry and timepiece categories.
  3. Bracelet watches are to make a comeback. (CC: Chanel’s Premierè watch launch.)
  4.  De Grisogono will be presenting their main launch for 2013, ‘Sugar,’ a jewelry watch, and will also celebrate their 20th anniversary as a brand. As the name suggests, the design incorporates vibrant hues and an eye-popping design.
  5. Chopard will unveil “Superfast” models.
  6. Hermès is showcasing the Arceau Petite Lune moonphases timepiece.
  7. Eberhard will present the Chrono 4 Géant Full injection for men. This watch is limited to 500 pieces.
  8. Anniversaries to watch out for: Rolex and 50 years of the Daytona, Tag Heuer and 50 years of the Carrera model, Swatch’s 30th anniversary, Seiko’s 100th anniversary of its first watch, and Tissot’s 160th anniversary. You know what this means – anniversaries translate to new and commemorative models.
  9. A very epic-looking watch by Jacob & Co. is nothing short of extravagant; it is after all, named the “Epic SF 24.”
  10. Frédérique Constant will present its new “Classic Manufacture Worldtimer” 
  11. The ever-so-complicated Exoskeleton by Devon Tread 1.
  12. Christophe Claret will showcase its novelty, the Kantharos.
  13. Alpine Genève will launch a new “Sailing Yachttimer” with an in-house developed calibre.
  14. Arnold & Son have the world’s thinnest tourbillon.
  15. Maurice LaCroix has the Masterpiece Second Mystérieuse that indicates seconds on a linear display combining vertical and horizontal scales, read per 15 seconds. This watch creates the illusion of levitation.
  16. There are rumors that Rolex will be launching a new stainless steel model in a larger 42 mm stainless steel case and incorporate a black Cerachrome tachymeter bezel.
  17. Versace’s list of releases: Versus Soho Chronograph, Vanity Chrono watches, V-Race GMT Alarm Watch, Reve Chrono, Thea. 
  18. Omega has something to boast about with its Speedmaster, and they’ve got the “Ladymatic” collection with different dials and colors.
  19. Breguet will feature a Type XXII 10 Hz-chronograph with fly-back function that comes in a new red gold case.
  20. Rado has more to its “D-Star Ceramic Chronograph” collection.
  21. Divers, we’ve got great news for you: Meccaniche Veloci Watches will release a chrono driver!
  22. HYT unveils the H2.
  23. Girard-Perregaux has a limited edition of the Bi-Axial Tourbillon. 
  24. Louis Erard will unveil a Power Reserve dress watch.
  25. Expect to see Ferragamo’s new collection of Minuetto.
  26. Hamilton’s latest creation is the “Jazzmaster Face2Face.” 
  27. Zenith and Bell & Ross will be emphasizing on the pilot’s watches.
  28. According to Baselworld’s tweets, there will be 100,000 visitors and 3,000 journalists.
  29. LuxeFoil will be exhibiting for the first time, providing a collection of pure metals for all of these luxury watch brands and manufacturers. The collection can be previewed at Hall/Stand 2.0/K23.

(Source: The Jewellery Editor, World Tempus, Forbes, Gevril Group, The Watch Lounge, Watch Insider)

From the Sea to the Stars with IWC Schauffhausen

For over 70 years, watches from Swiss watch manufacturer IWC Schauffhausen have ranked among the top favorites of watch aficionados. In particular, the Portuguese line of timepieces have attracted a fierce band of followers, drawn to the line’s clean lines and homage to the simple yet vitally important nautical instruments of centuries past that allowed the then-unknown world to be explored and mapped.

Now IWC has introduced two new models in the Portuguese line that make the category stand out even more: the Portuguese Chronograph Classic and the Portuguese Tourbillon Hand-Wound.

The Chronograph Classic offers several features familiar to Portuguese fans, with some intriguing departures. A 42-mm case is made to feel smaller and more svelte with an arched-glass front, and the appliqued Arabic numerals and slender hands offer a vintage feel.

The Tourbillon Hand-Wound is everything at once, without feeling crowded or overambitious. It presents past, present and future themes, all perfectly in balance. But the presence of the tourbillon at the 9 o’clock position presents a bold demand for the eye’s attention, and succeeds.

The Portuguese line and all of IWC’s watches share one common theme: the company’s unflagging devotion: telling time in the most stylish and accurate way possible. Their watches are not something you purchase on a whim (their prices ensure that) but purchase only after careful consideration, with an eye toward ownership that lasts a lifetime. From the sea to the stars, IWC has gone to the water with the Portuguese Yacht Club as well as the Volvo Ocean Race, but LuxeFoil™ can take IWC to the stars with metals that have been launched into space. We have similar values in manufacturing, precision, beauty, and function.

Visit us at BASELWORLD where the LuxeFoil™ Collection stands at Hall/Stand 2.0/K23.


A Mission to Mercury with LuxeFoil™ Material

The European Space Agency (ESA), in collaboration with the Japan Aerospace Exploration Agency (JAXA) will launch its first mission to Mercury in 2015, sending a spacecraft on a mission that will endure unimaginably harsh conditions, even for space travel. Now the same nanofabricated metals vital to ESA’s mission to the smallest and least-explored planet in our Solar System are available for more earthbound purposes.

With our patent-pending application process, LuxeFoil™ makes it possible for the most discriminating watch connoisseur to wear the same material used by ESA to ensure their spacecraft’s successful mission to Mercury. Demanding quality and impeccable design crafted from the world’s most precious materials, LuxeFoil™ crafts lightweight, strong, and strikingly beautiful elements to enhance a watch’s face or add something special to piece of jewelry or accessory.

For more than 40 years, LuxeFoil™’s parent company, Luxel Corporation, has fabricated filters for the world’s leading space agencies. Luxel metals will be a part of ESA’s exciting mission to Mercury.

Look for LuxeFoil™ at BASELWORLD 2013.

Luxury Meets Space Flight in New LuxeFoil™ Video

We have been keeping you up to date with our video development and we are finally done! We took you behind the scenes at our headquarters in Friday Harbor, gave you a tour of our facility and laid the groundwork for our company.

Then we gave you a peek into our location shoot at an exquisite location in the heart of Bellevue, WA – otherwise known as The Bravern – and enticed you with a fabulous exotic Italian car in our last blog post.

Now we bring you our final product.

A Luxurious Destination and Exotic Car Equal a Great Video for LuxeFoil™

A beautifully landscaped and European-inspired building; an exotic Italian car, and a watch prototype were our latest mixture for our latest BASELWORLD. Last month, we recorded an interview with our president, Travis Ayers, and captured footage at our LuxeFoil™ headquarters. Now, we want to show you a peek from some other fun parts of the video we shot.

The day started at 7:00 am on a sunny Tuesday morning; with Utopia Media Entertainment managing video production; Brayden Olson as our model, and our marketing team on hand Alcantara Marketing

For this part of the video we focused on showcasing luxury. LuxeFoil™ is all about providing precious metals for manufacturing luxurious and bold timepieces. Hence, we selected The Bravern as our exquisite backdrop. The Bravern hosts a variety of luxury stores, including Hermes and Louis Vuitton. Erected with European sensibility, timeless architecture, and lush landscaping, The Bravern is a shopper’s delight, located centrally in downtown Bellevue, Washington.

To bring the luxury factor of our video up a notch, we placed our recently developed prototype in a beautiful black Maserati Grand Turismo Sport to showcase the striking shine of our pure gold metal. Our model, dressed in a tailored suit, wore the prototype made for us by Kobold while driving the exotic Italian beauty of a car. The shine of the black also presented us with an opportunity to beautifully contrast it against our metal finishes. Luxury Italian cars are known for their prestige, craftsmanship, attention to detail, rarity and beauty, all of which are at the cornerstone of LuxeFoil™

The final preparations for BASELWORLD 2013 are underway!

Here are some photos from the video shoot:


Keep up with us over Twitter and Facebook.

What is in a watch?

Where do watch brands find the material and inspiration that will set their next release apart from what’s already out there? Consider this: Breitling’s new Transocean Chronograph Unitime shows the time in 24 time zones with a single glance. Piaget makes the world’s thinnest mechanical watches. Breguet creates the most popular aviation watches. Victorinox Swiss Army is known for mastering watches for divers. Blancpain creates watches that are visually appealing to women. Innovation is what sets these ideas apart from the rest.

Watchmakers ensure that their timepieces are precise, functional, yet visually appealing. At LuxeFoil, we can relate – our metals are 500 times thinner than a human hair.  We can produce over 20 variations of materials, including precious metals.

Our materials can come in customized sizes and texture with specifications on request. We test these materials religiously to ensure that our product line is top notch.  Not only do they look beautiful, the high quality of our metals add to the overall appeal of luxury watches.


See some of our products on a watch (Link to:

See our options for materials (Link to:

See our precious metals in person at BASELWORLD 2013

From Friday Harbor to Switzerland, Preparing for Baselworld 2013

How does a remote fabricator accustomed to dealing with Ph.Ds in physics, plasma science, and aerospace prepare for the largest watch and jewelry show in the world?

Friday Harbor, a small town in San Juan County, Washington is home to a corporation that flies under the radar for most Washingtonians yet has played an important role as a supplier to companies in the aerospace industry for over 35 years. These high quality foil alloys are painstakingly crafted from more than seventy different metals, compounds, and organics. They have the strength to withstand spacecraft launch and extreme pressure differentials while still maintaining their integrity. Coincidentally, these metal alloys also result in something quite beautiful, resulting in the spinoff of a new business unit, LuxeFoil™, which targets a commercial line of its foils to the horological (high-end watchmaking) and jewelry markets.

LuxeFoil™ will debut its collection of unique materials including precious metals to luxury watch brands at BASELWORLD 2013 in Basel, Switzerland. As the largest watch and jewelry show in the world, BASELWORLD is a showcase for all the major watch brands which, last year welcomed 104,000 people from more than 100 different countries. This is vastly different from a typical aerospace conference. For this new venture we recruited a team out of Seattle to take us to market. Their plan includes creating an entire brand for LuxeFoil™, deploying a new website and social media profiles, shooting a promotional video and odd-hour calls to Switzerland to design the LuxeFoil™ exhibit.

The video production was a team effort.  An hour drive and a ferry ride later, a team of videographers – sound engineer, cameramen and producer – and our project team reached LuxeFoil™ headquarters. The videographers came to capture some of our fabrication process and facilities and to interview LuxeFoil™ president, Travis. Ayers.  They were also treated to a tour of the new facility.

Here are some photos of the first video production shoot; we’ll be bringing you photos from the second shoot, which includes an exotic car.


The team was ready to begin filming following the tour…

One of the components of this video production was a sit-down interview with Travis Ayers, president of LuxeFoil™.

There is much more to come as we prepare for Switzerland and entry into this market.  Keep up with us on our journey through Facebook, Twitter and future blog posts.