From Luxury Beds to Designer Watches... The Titanium Era

High-end Brands Focus on 'Titanium' Marketing for 'Beds, Clocks, and Sports Hardware'

Sealy Bed Exquisite.
Photo by Sealy Bed

[Asia Economy Reporter Kim Jong-hwa] The sturdy bulletproof suit worn by the protagonist in the movie 'Iron Man' and the futuristic silver-glossy exterior of the Dongdaemun Design Plaza (DDP) building are all made by processing 'Titanium,' known as the 'metal of dreams' for being lightweight and strong, using innovative technology.

Titanium is a new material with a high strength-to-weight ratio, used in various industrial fields. It is about 5.5 times stronger than iron but roughly half the weight, making it suitable for industries requiring strong durability such as aircraft and automobile manufacturing. It is highly corrosion-resistant, does not rust, and is free from toxicity or allergic reactions, making it appropriate for medical use as well.

However, its processing is complicated, which results in a relatively high price. For this reason, premium brands dealing with high-end products such as mattresses, watches, and golf clubs mainly use titanium materials. This is analyzed as an intention to enhance product durability through material differentiation and to prove value as a high-end brand.

Sealy Bed Titanium Spring.
Photo by Sealy Bed

Global Premium Mattress Brand Sealy Bed, Patented Springs Made of Titanium Alloy Material

Beds, the furniture used for the longest time during the day, require the durability of springs that firmly support the body above all else. Global premium mattress brand Sealy Bed has applied titanium alloy springs to most domestically produced models except for a few, enhancing support and durability.

Sealy Bed's representative premium mattress 'Exquisite' uses springs made of titanium alloy material to provide firm yet soft support. Reflecting Sealy Bed's 140 years of sleep expertise, it offers a comfortable sleeping environment worthy of its name, which means 'the best' and 'beautiful,' and has gained steady popularity.

Exquisite uses the 'ReST Ⅱ Ti Titanium Spring' made of titanium alloy material. The ReST Ⅱ Ti Titanium Spring stably and firmly supports the body's center when lying down. Additionally, the springs and the wires and plates connecting each spring undergo an additional heat treatment at 300°C to enhance durability for long-lasting comfort.

Depending on cushioning, it is composed of three product lines: 'Exquisite Firm' (firm cushioning), 'Exquisite Plush' (soft cushioning), and 'Exquisite Ultra Plush' (very soft cushioning), broadening choices according to sleeping habits and preferences.

Meanwhile, all Sealy Bed mattresses are made using a 'made-to-order' system, reducing the risk of damage during storage. Also, they are crafted by skilled artisans through manual work at the manufacturing plant located in Yeoju, Gyeonggi Province, ensuring reliable quality.

Panerai, 'Submersible Mike Horn Edition'.
[Photo by Panerai]

Watches Worn on Wrists Subject to Frequent External Friction Use Titanium Material

Italian luxury watchmaker Panerai introduced the 'Submersible Mike Horn Edition' made from recycled titanium in March. The Submersible Mike Horn Edition is a new release of the popular Submersible model, applying recycled titanium (Eco-Titanium) material for the first time in a luxury brand. Recycled titanium is used in the case, winding crown protector, bezel, and case back of this model.

Panerai is an Italian brand that started in 1860 and supplied watches to the Italian Royal Navy special forces for decades. Currently, it combines traditional Italian design with Swiss Neuch?tel workshop technology in its production.

Titanium is rust-resistant and lightweight, making it suitable for eyeglass frames that remain in direct contact with the skin for long periods. It reduces fatigue and pain around the nose and eyes caused by pressure from frames, as well as scratches that may occur during use, making it actively used in premium eyeglass frames.

The Swiss eyewear brand Monterosa's 'Swiss Minimal Classic Collection' features Swiss-made titanium eyeglass frames with timeless designs that suit both classic and modern styles. The 'Geneva2' model, designed with Monterosa's unique Swiss sensibility in an antique authentic round style, offers a sophisticated classic look for both men and women. It is released in the TRO color, which elegantly expresses 18K gold in a matte and glossy combination.

Other models include the uniquely inverted triangular 'Lausanne2' and the traditional European-style 'Montreux,' allowing choices according to taste.

Sports Hardware Subject to Strong Direct Pressure Like Drivers Actively Uses Titanium Material

Korea Mizuno recently introduced two new driver models, 'ST-Z' and 'ST-X,' applying titanium material faces with enhanced strength and flexibility compared to previous products.

The newly adopted 'Forged SAT2041 Beta Titanium' face in the two new models offers 17% higher tensile strength and 8% greater flexibility compared to the previously used '6-4 Titanium' face material. This material has a fine particle structure resistant to fatigue, providing high resilience. It is more resistant to microcracks than the widely used '6-4 Alpha Beta Titanium' in driver faces. It was developed based on continuous feedback from major tour players worldwide.