Von Arkel is a new eyewear brand in an industry where competition is extremely high. To be positioned as a unique brand among our competitors with have created a magical hinge derived from the know-how of the Swiss watchmakers. The Von Arkel hinge gives our eyewear a distinctive identity marked with micro-technics and innovation. This masterpiece is manufactured in Switzerland by the same turning machine and in the same stainless alloy used by the watchmaker. The Von Arkel hinges allow a very easy assembling (plug & play) as well as an extended reliability with limited friction - without any screw, soldered joint, glue, crimping, they allow us a strong positioning in luxury. Furthermore, the Von Arkel experience is paired with a purchase process and a specific sales choreography that can be compared to processes used by big watchmaking brands thanks to a powerful iPad application. Our eyewear has been thought in order to appeal as well the optician as well the end-consumer. Indeed, the role of the optician is crucial since he will be the person the most involved in promoting Von Arkel. For this reason we have at the same time a product that is easy to handle, that has a story to tell and that makes the consumer part of the watchmaking experience wearing a different eyewear. Finally, Von Arkel has already an existing and strong channel of distribution on a worldwide scale that has been confirmed during the International fair in Paris Silmo (sept. 2014).