When it comes to watches, and particularly the new releases that hit around this time of year, we like to keep an eye out for the different, or otherwise unusual announcements. While this sometimes takes the form of designs or complications, it can also be something as simple as a material used. As a case in point, we have the recently announced Giuliano Mazzuoli Cemento watch.

Now, as you might surmise from its name, the Giuliano Mazzuoli Cemento is indeed made using cement. No, they have not tried working it in as some weird ceramic replacement in the movement. Rather, Giuliano Mazzuoli took their Carrara watch, which features the use of marble for the case, and went with a specially treated and polished cement in its place.

Now, as far as materials go, cement might seem pretty dull. For me, it’s had one of those weird sort of mind spaces. It’s omni-present in our lives, yet we don’t give it a second thought. Until we think of things like the fact that people are building actual boats (that float) out of the stuff as engineering exercises, or that there have been some very high-end, practical, and attractive uses of cement in the home space. So, for all its workaday, everyman sort of trappings, cement can indeed ascend to some interesting heights.

On the Giuliano Mazzuoli Cemento, of course, it is in the form of the case. Looking at the photos, it does certainly have the appearance of something rock-like, albeit in a shade and visual texture we do not regularly see out in nature. No, this has the look of something from the urban jungle, elevated by the polishing and finishing. The one of a couple things I am the most curious about is what the feel of the case is like when in-hand. Does it stay cold, or does it warm up as you wear it? How smooth is it? These are just the sort of random musings that run through ones head, I suppose.

The other item that I am curious about with the Giuliano Mazzuoli Cemento is its durability. Now, cement itself, as a material, is pretty tough. Put as it is into this 45mm-wide case, I just really hope that a sharp bang (as one’s wrist does at times) against the case wouldn’t see the watch fall to pieces. I would presume there is some sort of steel liner or movement holder in place, but still, it does give me some pause.

Regardless, that is neither here nor there, as I am only speculating. In all likelihood, the case of the Giuliano Mazzuoli Cemento would not succumb to that sort of demolition. Especially as, well, this is not the type of watch you’d have on while you were, say, busting up cement in the back yard. No, this seems more at home while you prep a meal at your polished cement counters in the kitchen. At least, that’s where my mind goes. Is the world ready for a cement watch? I am going to say yes, as there have been others that preceded it (as seen here, here, and here, for example).

If nothing else, it does certainly open up the conversation beyond discussions of steel versus precious metals, and potentially offers other unique shapes (and stuff mixed in for looks) with the material. At least from a distance, as I am unlikely to run across one in the wild, the Giuliano Mazzuoli Cemento is something I find myself intrigued by. If nothing else, it beats the pants off of introducing a “new” watch that is nothing more than a new shade of gold. Price for the Giuliano Mazzuoli Cemento watch is $4,900.  giulianomazzuoli.it

Tech Specs from Giuliano Mazzouli

• Case: 45mm diameter; 13.5mm height
• Cylindrical case made in Italy of cement
• Movement: Swiss Made; self-winding automatic movement; ETA 2824/2 movement with Incabloc anti-shock system; 25 jewel movement at 28,800 beats per hour, and a 40 hour power reserve
• Dial: Ceramic dial in black matte with raised three-dimensional metallic rectangular cuboid minute indexes and “cemento” logo
• Crown: Screw-in crown positioned at 3 o’clock with black “o” ring
• Functions: hours, minutes, and seconds
• Crystal: Convex sapphire crystal; anti-reflective
• Strap: Strap made of calf-skin leather in Tuscany
• Buckle: Deployant steel buckle with logo
• Water Resistance: 5 atmospheres (50 meters)