Baselworld 2013: Chopard’s lavish USB stick – the Caliber USB 01.01-L

At Baselworld 2013, Chopard is disseminating its press kits via USB stick machined and finished like the bridge of a watch movement.

The 8 GB USB stick is in rhodium plated brass with gilded, engraved lettering. Measuring 39 mm in diameter and 10 mm high, the USB key is as large as some watches. With bevelled edges and a top surface decorated with Geneva stripes, the USB key is finished like the bridge of a watch movement. Both halves of the USB key are secured with polished screw heads, which Chopard says is “in harmony with the aesthetic criteria of the Poinçon de Genève quality hallmark”, no less.

This is a numbered limited edition of 2000 pieces with an 8 GB memory. Beautiful as it is, the whole affair seems to be a waste of watchmaking skill on something so ephemeral.


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