Location & founding
As the intent of the new brand was not to copy the category conventions of the past decades, there were no limitations in the initial search. It needed to be a place that could provide enough inspiration for the people working for the brand, while also carry sufficient aspiration for those that the brand was designing for: Monaco and its surroundings. This place is not only one the more appealing places on earth at the moment, but it has a long standing heritage of attracting some of the biggest innovators in several fields of expertise: painters like Picasso, Chagall, Matisse (or more recently like the Dutch sculptor Verkade); architects like Le Corbusier; poets and writers like Chekhov and Cocteau; and philosophers like Nietzsche. And importantly, these people did not only reside in this area, but delivered some of their best work while in the region. Of course, the breathtaking scenery of the Mediterranean against the startling rock formation of the Alps, and the warm blanket of the climate makes the combination picture perfect! After the location was determined, over a year went by to incorporate the company in Monaco and find the appropriate location for the Ateliers in the Princedom. It is important to be a genuine Monegasque company that is woven in to the local fabric of life. And all of this culminates in the brand proudly stating it’s origin on the final time pieces: Made in Monaco!