HCW VIP Party – Rio Casino Las Vegas

In Response to Overwhelming Demand, Steve Soffa’s Hardcore Watch Company Opens Consumer Gallery in Vegas’ Rio All Suite Hotel & Casino

On the heels of a recent JCK Jewelers Choice Award for best timepiece design, overwhelming collector demand, and a reputation as fast becoming “the official watch of the poker industry,” Hardcore Watch Company launches their first consumer gallery in Vegas’ Rio All Suite Hotel & Casino, against a backdrop of the 2008 World Series of Poker.

Las Vegas, NV, August, 2008—Fittingly coinciding with the 2008 World Series of Poker, Steve Soffa’s Hardcore Watch Company announces the grand opening of their first corporate store, housed within the luxury Rio All Suite Hotel & Casino, in Las Vegas, Nevada.

Boasting high-concept construction and brushed-steel, corrugated walls emblazoned with images of Soffa’s radical works of art, this “store” is much more a gallery, much less a watch shop. With his limited edition timepieces—each complete with a Certificate of Authenticity—Soffa’s concept is unique in its appeal to collectors, who are drawn to the mystique and unique mythology behind each creation; his clientele comprises those with an appreciation of fine art, technically advanced designs, and timepieces that are a reflection of their individuality.

Also embracing his hand-painted works are a growing number of high-visibility athletes, bike enthusiasts, and most conspicuously, poker players on the tournament circuit. Because of the organic lifestyle fit between pro players and the Hardcore Watch brand, his timepieces are quickly becoming “the official watch of the poker industry.” This partnership has prompted the company to assemble the Hardcore Watch Poker Team, highlighting the brand’s sponsorship of handpicked players including Scott Epstein, Sam Kassis, and most recently, 2005 bracelet-winner, Todd Brunson.

And, like everything else in Vegas, this launch will not slip by quietly. Following a VIP opening for media, members of the press, collectors, and other VIP guests on Saturday August 30th, 2008, Hardcore Watch Company will host a grand opening celebration at the world famous VooDoo lounge on the roof top on that same evening. This event will give the public a first glimpse of the JCK-award-winning designs and debut jewelry line, which includes one-of-a-kind pendants, bracelets, and rings set with precious stones and crafted to compliment timepieces in the upscale Artistry in Time and Artistry in Diamonds ranges. Those in town for the poker finals will also have the chance to check out Soffa’s highly anticipated “Lost Skulls” matching poker set and humidor while mingling with some of the industry’s top players, as well as the designer himself.

So what do consumers want to know when they meet Soffa? “Buyers are always inquiring about the process of taking the original artwork on a 20 by 30 (inch) canvas and replicating it precisely on a one-and-a-half-inch dial,” responds Soffa, “while implementing the advanced technology that makes it run more smoothly than any other timepiece in its class.”

But what collectors really want to know is when a particular design is going to be retired…which is one question Soffa refuses to answer. “Every design, even in the core line, is limited edition, and the pieces in the Artistry collections are all numbered and serialized,” he explains. “It’s crucial to me that collectors are getting a piece of work that is an investment; since each design gets retired eventually, and the value skyrockets as soon as it does, when that will happen will always remain a mystery.”

About Hardcore Watch Company

Steve Soffa’s works of art and the Hardcore Watch collections represent the culmination of the artist, motorcycle enthusiast, and award winning timepiece designer’s 15-year career. His accomplishments—including leading no less than three promotional watch manufacturers from obscurity to industry domination—coupled with his artistic insight and ability to hauntingly awaken fantasy within his explosive designs have set him apart from others. After a long and anticipated wait, Soffa decided to make his work available to the public in 2005, enabling galleries, consumers, and collectors from all walks of life and all parts of the world to embrace his work and the mind-opening experience it brings: Each piece is a hand-painted, meticulously-crafted work of art designed to capture one’s vision…and just like the person wearing it, each is decisively unique.

Already solidly embraced as a true lifestyle brand, his limited edition timepieces were awarded the prestigious 2008 JCK Jewelers Choice Award, nabbing the top two accolades: both first place and runner up. With the launch of two luxury lines—Artistry in Time and Artistry in Diamonds—Soffa’s passion and individualized style meet the highest level of craftsmanship. At last, collectors and discerning buyers are able to own Soffa’s work in its most opulent and exclusive form: a numbered and serialized artistic representation of time.

Steve Soffa. Changing the way we view time.

Hardcore Watch Company
Rio All Suite Hotel & Casino
702.248.1922
www.hardcorewatches.com
info@hardcorewatches.com