In this edition of “Downtime”, we sit down with Serge Michel, entrepreneur and visionary founder of the modern-day incarnation of independent watch brand Armin Strom.
Over the past two decades, alongside his childhood friend, co-founder and master watchmaker Claude Greisler, Serge has transformed the Bienne-based outfit from a niche specialist in skeletonisation to a fully integrated manufacture.
Today, Armin Strom is celebrated for timepieces that stand out for their contemporary design and in-house developed movements featuring a high level of fine finishing and performance-enhancing mechanisms like the brand’s acclaimed resonance technology.
Outside the world of watchmaking, Serge’s interests are as multifaceted as his brand’s creations. In this interview, he hints at a few personal passions – some expected, others surprising – that keep him inspired and grounded when he’s off the clock.
Hi Serge. So, tell us: What is your favourite book?
‘The Road’ by Cormac McCarthy. I read this book many years ago and it left a deep impression on me. I recently read it again and was captivated by it once again.
Your favourite movie?
‘The Big Lebowski’. It’s just a cool, easy-to-watch movie with a great performance by Jeff Bridges. There aren’t many movies I can watch more than once, but this is one of them.
Your favourite album?
‘Siamese Dream’ by The Smashing Pumpkins. I was a teenager when this album was released, and I still love it!
Your favourite food?
I’m very open and diverse when it comes to food. Lately, I’ve been really enjoying Peruvian cuisine with all its spices.
Your favourite drink?
I must confess that I’m a big lover and collector of red wine, mainly focusing on Bordeaux, Burgundy, Piemonte and Tuscany.
Your favourite holiday destination?
Travel, travel, travel! I don’t have a single favourite destination – I think it’s wonderful to see the world with all its cultural, architectural and natural differences.
Your favourite podcast?
The ‘Wine Investment Podcast’ by Jérôme Huber and Remo Di Marco. It’s VERY interesting!
Your favourite piece of clothing or sartorial accessory?
A very old T-shirt of the band The Smashing Pumpkins. It’s so worn that I can’t wear it in public anymore! I also really love DITA sunglasses.
Your favourite activity that you do in your free time?
Spending time with family, especially with our two daughters and their passion for horses and equestrian activities. When I find the time, I also take care of my own ‘horse’ – a Mustang Shelby GT350!
What’s one item (not a watch) that you can’t live without? Or that you can’t go anywhere without?
My smart phone, I suppose…
What is on your ‘bucket list’ (an activity, accomplishment or destination that you hope to do or visit before you exit this world)?
Climbing Mount Kilimanjaro. It must be beautiful – and hopefully doable for a moderately sporty guy like me!
Who is someone who has inspired you in your life and/or career. How did they inspire you?
Most likely my dad. He started his own business from scratch with a clear vision, never straying from his path. I learned so much from him.
Name a famous person or historical figure, dead or alive, that you would like to have lunch with. Why?
Carroll Shelby. He followed his dream and passion for speed and race cars. For me, it’s not only about the success he achieved, but about the journey he took to get there.
What was the first watch you remember owning? What was special about it?
I was hooked on Swatch collections and was an early member of the ‘Swatch Collectors Club’ in the ’90s. I remember going to collectors’ meet-ups and auctions in Switzerland with my dad. My first mechanical watch was a Jaeger-LeCoultre Reverso, a gift from my parents. I still have this piece – and many of my old Swatch watches too.
And finally, a wrist check: What watch are you currently wearing? And what do you like about it?
The Armin Strom Mirrored Force Resonance Manufacture Edition Green. Resonance as a complication is perfect for Armin Strom – it showcases our innovative skills and offers a great visual spectacle on the dial side. Personally, I love the special green colour of the dial.
For more information about Serge’s brand, please visit the Armin Strom website.
