WORLDTEMPUS - 26 October 2012
Tom Mulraney
One could easily be forgiven for thinking watch manufacturer Christophe Claret is the new kid on the block. The brand, led by its passionate namesake, might to a newcomer seem to have come out of nowhere in the last few years. The Le Locle-based company has unveiled one incredible creation after another over the last three years and generated quite a following in the process. Yet, as with every story, there is more to this one than meets the eye.
To fully appreciate Christophe Claret's present day success, it is necessary to understand its past. Prior to the launch of its first self-branded timepiece back in 2009 – the beautifully complex Dual Tow – the company had spent the last two decades working behind the scenes with a number of high-end watchmaking clients, ranging from major brands seeking out its expertise to independent watchmakers who did not have the resources to realize their own creations in-house. During this time, the company invested heavily in developing cutting-edge technology, creating numerous calibers and firmly establishing itself as the master of grande complications. Then everything changed.
Necessity breeds invention
By 2008, the current financial crisis was in full swing and the industry was feeling the impact, especially supplier Christophe Claret. Demand from third-party clients began to drop off and it quickly became apparent that something needed to be done to stem the tide. “The decision to launch my brand and create watches under my own name was originally a financial necessity in relation to the 2009 crisis,” explains Claret. “When I noticed the very large drop regarding the demand of third-party clients, I anticipated launching this activity in order to diversify and to compensate for this loss of activity.”
Few brands were better placed to take on this challenge, however, as Claret himself is quick to point out. His company's favorable position was not one that had occurred by accident. “After the first decade [in business], when we were still relatively small, we spent 5 years from 2000 to 2005 building the brand and saving money so that we could have financial reserves at our disposal. Following this we invested a further 5 years in development and expansion, focusing especially on our production tools.” It was this rare combination of foresight and discipline that enabled the company to move so quickly and effectively when it became clear that diversification was the way of the future.
Three years on and the rest, as they say, is history. Sales of Christophe Claret timepieces now represent almost half of the company's turnover and show no signs of abating. The company's most recent release, the superbly complex Soprano minute repeater, received high praise for its mechanical and aesthetic beauty, and further showcased just what this incredible brand is capable of. Additionally, Christophe Claret was recently admitted as a member of the Fondation de la Haute Horlogerie (FHH), joining other such notable names as Vacheron Constantin, Audemars Piguet, and Greubel Forsey among others and further reinforcing its position as a watchmaker of significance.
The future
Undoubtedly, the future will be fraught with many challenges as the brand continues to navigate through uncertain markets and the company finds the right balance between third-party production and its own in-house pieces. For every challenge, though, there is an opportunity to be found, and time and again Christophe Claret has shown it is not only resilient but also incredibly resourceful, with an uncanny ability to read and successfully respond to market trends. One thing is for sure: no matter what comes next, you can be confident it is going to be amazing.
