Monocle, a single eyeglass, is an elegant piece of frippery that was fashionable in the 19th century.
It harks back to the famous first illustrated cover of the New Yorker - maybe that's where Tyler Brule, the founder of Wallpaper*, gained his inspiration for the title of his new magazine launch.
Monocle is being touted as a "new global European-based media brand", the main platform of which will be the magazine published 10 times a year.
It will have a print run of 150,000 and will be distributed worldwide, with 50% of sales targeted at Europe.
It aims to target an intelligent affluent consumer -"the most interested, interesting people". At 242 pages, it is a book rather than a magazine and with a price point of £5, the similarities continue.
"A briefing on global affairs, business, culture and design", the title even boasts a bespoke Manga cartoon. Editorially it aspires to the themes and content of The Economist mixed with elements of high-end style and design magazines.
In a time where demand for news and business updates is constant and information available at the touch of a button, news weeklies can sometimes feel out of date. It is questionable whether a monthly title has something to offer in this arena.
However, with strong editorial, great photography and high-quality paper stock. Monocle's first issue has a robust concentration of advertising from high-end fashion, luxury goods, cars, airlines and hotels.
Monocle does offer something different and Brule's reputation should ensure that this isn't just another "Emperor's new clothes" luxury launch.
Review by Hannah Murphy, Press associate director, Vizeum UK.