New York Holocaust
Wrist Watch

A terrible tragedy has altered the course of humankind. This catastrophe compelled Sam Lax to conceive and create a timepiece to mark...no, rather commemorate, this infamous day. Using precise modern technology, and in cooperation with Sweda Watch's Vice President Candy Tien , Lax announces the elegant Limited Edition "9-11-2001" Watch.  Sweda is the only watch manufacturer in the world to be ISO 9001 Certified Quality Guaranteed.

The "9-11-2001" watch utilizes a high accuracy Seiko movement, mineral crystal scratch proof lens, is 3 ATM water resistant and shock proof and carries a life time limited warranty.  The timepiece comes in a metal case.  Each case will be individually hallmarked with the infamous date of "9-11-2001"
to serve as a reminder of the day the world will call "Black Tuesday" and the recipient's name.

This is not the first time Lax has designed and developed a unique timepiece. Twenty some years ago, while on a sales trip to Southern California jewelers, a representative of the largest refiner of precious metals in the world fortuitously called on Sam Lax. The salesman from Johnson Matthey of London approached Lax, who owned a Guild class jewelry store where he was busy designing and manufacturing unique one-of-a-kind pieces of jewelry, with their 999.9 ingots of silver, gold and platinum.  

Lax suggested that, under their own name, Johnson Matthey should issue a wristwatch using their 999.9 miniature ingots as a dial in a 14K gold watch case made in the United States.   As the London firm agreed to look at Lax's specifications, he then contacted Gene Cherniak to ask if he could assemble a watch with a quality movement. Cherniak told Lax the problem in using Johnson Matthey ingots as a dial were that the markings were in the wrong place and where the pivot hole would have to be drilled in order to attach the hands to the movement, the hole would obliterate part of the ingot's design.

Fired by the same tenacity Lax has displayed in numerous other projects, both in the design and the subsequent manufacturing of unusual jewelry items, he solved all the problems one-at-a-time. He arranged to have Johnson Matthey purchase a special micro drill press for use in the drilling of the pivot hole in the newly designed ingot. As a part of the negotiation, Cherniak was to retain ownership of the drillpress at the conclusion of the project. 


Subsequently, two thousand of these Limited Edition watches were produced and became the first gold ingot quartz watches to ever be manufactured in the United States.  The dials were made from a limited striking of special ingots made solely for this issue of watches and never available to the General Public in any other form.  
 


As the world we knew came to an end on “September 11, 2001”, the ticking of a clock now counts off the time in a new way of life, hopefully to the rebirth of brotherhood and a true feeling of Peace on Earth and Goodwill to all.  Lax’s special creation is a capsule designed to cause us to remember — NEVER AGAIN.