Hello everybody. This is my first time in a forum EVER.
But as a designer especialized in corporate (brand) identity and product packaging, (for 20 years now...) I couldn't resist.
Excuse me if I´m rude, english is not my first languaje. I wrote this entry many times trying not to be sarcastic, but this is the dumbest move I've seen since the "new Coke".
Lets see: you had a logo (wordmark) with two "parts", the name with a recognizable S, used since 1938, I guess, but still modern, and a symbol, great for a watch crown, but nothing special (yes, it´s historical, but too clumsy to be easily remembered like the S). So what are you doing? well, you are keeping with the strange symbol and ditching your signature S in favor of a nice but too generic tipography (gerenal public will probably perceive it as an Arial, helvetica or geneva or, if you are german, a Din).
In spite of the opinion of a very well respected industrial designer, people, no matter how clever they are, can be wrong. (this count for this text also, of course).
Will you notice the bad impact of your "new" logo? probably not, because stowa is growing. But I´ll never buy a watch like antea with this two pieces logo, Nomos is allways there, so why bother with your watch?
How many people think like me?, well, as this seem to has been a personal desition, you don't know, but, I´m sure, many.
It was necessary? Absolutely not. But again you are leading a growing company, going to races, designing new and modern watches, even a gmt!!! Of course you need a new logo!!! A brand new image according to this...well I´ve seen this pattern, this frame of thinking too many times over this 20 years, so you are not alone...but wrong...
So please, keep you old logo, if you still can, and focus in your production, the time for a change was many years ago, when you bought the company, not now.
Besides you are confusing industrial designer with other type of designers, like brand designers, graphic designers, marketing and others . Next time, if you build a new home call and electrical engineer instead of an architect...you will be "almost there".
Of course, this is only my opinion, many people will be against it, or not, and I don´t try to argue with anybody, nor to be rude, but my english is rusty. So pardon me, and sorry if I offended somebody.
Now I´ll order a black antea daydate while they still are "old branded".