The dream

As so often in life, the desire to leave a legacy is a great motivation to achieve the un-thinkable. And often during the late night and weekend sessions in the ateliers, discussion would focus on what leaving a legacy in the watch industry would mean these days. Was not almost everything already invented and designed? Yes and no was the conclusion. Great inventions had been made, but arguably their functionality was not always as good and consumer friendly as the original intend. For instance, despite the Tourbillon movement was invented to increase accuracy yet most of them, although beautiful pieces of mechanical engineering and design, will actually not deliver on this original design intend. The principle and functionality of a Perpetual Calendar is already designed, but if for whatever reason you need to adjust the calendar, it will easily cost you a lot of time and frustration to adjust, if at all you will be able to do so without causing damage to the complication. The fact that everything is designed yet does not only hold true for technology, but also goes for branding. When was the last time you’ve seen a brand that is proud to live in the here and now, and not fall into the temptation of abusing heritage as a seal of craftsmanship? And herein lies the nugget of the shared dream - creating a new high-end watch brand, designed for the generation that lives now — using a hybrid between the best of modern technology and traditional craftsmanship. As the nouvelle cuisine was trying to set a new standard and fresh impulse in cooking trends, so should this brand try to give a fresh impulse to Haute Horlogerie: Let’s call it the Nouvelle Horlogerie”.

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