The luxury watch industry is known for its tradition, precision and aesthetics. This is particularly evident in the Roman numeral four.
One of the most fascinating aspects of traditional luxury watches is the use of Roman numerals on the dials.
Once someone knows the different spellings of the number 4, it always catches the eye.
From Rolex to Cartier
We are talking about “IIII” instead of the correct Roman spelling “IV”.
The choice of representation on watch dials may seem trivial at first glance. However, it reflects a deeply-rooted connection between tradition, aesthetics and practical considerations.
This practice underlines the watchmakers’ craftsmanship and their respect for the historical significance of Roman numerals.
Many renowned watch manufacturers, from Rolex and Patek Philippe to Cartier and Vacheron Constantin, use “IIII” on their dials.
Simpler production
Roman numerals in the notation “IIII” instead of “IV” were used on tower clocks and sundials back as early as the Middle Ages.
One of the practical reasons, from then until today, was to avoid confusion in the manufacture of dials:
Since Roman numerals were moulded from metal and mounted on dials, it was easier to use four similar I’s than to mould and mount the more complicated IV.
Visual symmetry
In addition to this homage to tradition and simplification in the manufacturing process, there is also a legend that the Roman Emperor Augustus disliked the spelling “IV” because the letters “IV” could also be interpreted as the initial letters of his arch-enemy, the god Jupiter (IVPITER).
Although the story cannot be proven, it has contributed to the mystification of this practice.
But there are other reasons as well. The use of “IIII” creates visual symmetry on the dial.
Twice 14 characters
It divides the first four numbers (I, II, III, IIII) into a harmonic group, which results in a more even distribution of those numbers.
The dial is often divided into three equal parts: “I to IIII”, “V to VIII”, and “IX to XII”. This division contributes to the aesthetic balance.
In addition, there are 14 characters on both sides, instead of 12 on the right-hand side and 14 on the left-hand side if “IV” were used.
Part of the brand philosophy
“IIII” is also easier and more intuitive for some people to read than ‘IV’, especially from a distance or in poor lighting conditions.
However, many renowned Swiss watch manufacturers now also use “IIII” as part of their brand identity. It can be seen as a sign of prestige and longstanding craftsmanship.
Some luxury brands deliberately use “IIII” as a distinguishing feature compared to competing products. Furthermore, this also creates a high recognition value and showcases high-quality design.
Asia as a challenge
Studies have also shown that people prefer familiar patterns. For many people, “IIII” is more familiar than “IV”, which can trigger a positive feeling when looking at the watch.
In any case, the number 4 is a difficult number for watch manufacturers who are strongly oriented towards the Asian market.
Four is pronounced “Shi” in many Asian languages and this has the same meaning as ‘death’.
Distracting from discordant tones
This is why many hotels do not use room numbers with 4 or even offer a fourth floor. Airlines also usually skip the fourth row of seats and do not allocate seats with a 4 in the numbers.
This is not possible with luxury watches, but watch companies can use positive associations to distract from negative connotations.
The magic of watchmaking
The choice between “IV” and “IIII” is therefore more than just a question of spelling in the luxury watch industry.
It represents a deep connection between its long tradition, design, functionality and brand identity in the art of watchmaking.
Watch manufacturers often opt for “IIII” to harmoniously unite all of these different aspects and create a product that is both aesthetically pleasing and extremely functional.
28.07.2024/kut./ena.
