This past summer, Schwarz Etienne welcomed Florian Brossard as its new Managing Director, marking a pivotal moment for the independent Swiss watch brand.
With over two decades of experience, the 46-year-old has built a career that combines hands-on technical expertise with astute product development skills, ideally positioning him to lead this vertically integrated manufacture to new heights.
Although raised in the Swiss Jura and coming from a family of watchmakers, Brossard initially resisted the obvious path into the watch industry. “I’ve always sought to carve my own route, often off the beaten track,” he says. Initially, he was drawn to a career in biomedical engineering.
However, his studies in micromechanics ultimately led him to horology, opening doors to various aspects of watchmaking, beginning with restoration and eventually leading to movement construction.
He recalls: “My micro-mechanics graduation project, linked to the International Museum of Horology (MIH), along with industry encounters, deepened my interest in horological tradition and new technologies. That was when I truly discovered my passion for watchmaking and knew it was the path I wanted to follow.”
Instructive Beginnings
Brossard began his career at La Fabrique d’Horlogerie Minerva SA, where he advanced from a constructor to head of the technical office under the guidance of master watchmaker Demetrio Cabiddu.
“Between 2001 and Richemont's acquisition in 2007, we developed 10 movements for the Minerva collections, including four specifically for the 1858 collection, which reinterpreted classic historical movements,” he says.
After Minerva’s acquisition by Richemont, the company essentially became part of Montblanc, where Brossard played a key role in developing the Villeret line, firmly rooted in Minerva’s heritage.
“With Montblanc’s arrival, I oversaw projects and became responsible for haute horlogerie, developing collections that marked a turning point for the brand,” he explains. “Working alongside Henry-John Belmont on the creation of the Montblanc Villeret line taught me much about product strategy, positioning and the importance of strong design.”
Head of Innovation
After Montblanc, Brossard joined Greubel Forsey in 2017, initially as Head of Product, later becoming Head of the Innovation Workshop. There, he contributed to invigorating this brand by harmonising its renowned architectural movements with more ergonomic case designs.
“Creating a watch involves a delicate balance between mechanical innovation, aesthetic design and perceived value,” he explains. “To develop the ideal product at a fair price, it’s essential to ensure horological coherence that reflects the brand’s stature.”
Creative Freedom
Now at Schwarz Etienne, Brossard ensures that the brand’s quality standards are met at every stage of the process, while infusing the collection with a harmonious visual coherence through refined and elegant design. Founded in 1902 by Paul Arthur Schwarz and his wife Olga Etienne, the company has been under the ownership of a local entrepreneur since 2007.
Thanks to the owner’s support, Schwarz Etienne – now headquartered at Villa Sonnenheim, an iconic La Chaux-de-Fonds residence – draws on the expertise of its sister companies, providing Schwarz Etienne with substantial autonomy over its production processes.
“Schwarz Etienne timepieces benefit from a reliable industrial infrastructure, allowing us to control production costs while offering high-value timepieces at a competitive price,” explains Brossard, who will also oversee operations at private-label watch and movement maker La Division du Temps.
He continues: “Having control over our components allows us to innovate while staying true to our brand identity. We have the flexibility to explore new concepts without being constrained.”
This creative freedom has enabled the brand to develop a collection of 12 in-house movements, encompassing both manual and automatic options. These offer a range of complications – including date functions, power reserve indicators, second-time zones and retrograde seconds – as well as classic and flying tourbillons. Some movements also feature inverted designs, which showcase typically hidden components on the front of the watch for the wearer’s admiration.
These in-house movements form the backbone of Schwarz Etienne’s four distinct collections, each with its own character. The Roma collection features refined dress watches, while the Roswell line pushes boundaries with its avant-garde, UFO-inspired designs. The La Chaux-de-Fonds range highlights complications and the Fiji collection, dedicated to women, offers smaller sizes, gem-setting and unique animated seconds displays.
Each collection reflects Schwarz Etienne’s commitment to blending design with state-of-the-art mechanics and fine finishing – a mission Brossard is excited to lead.
Building Connections
One thing is clear: Brossard’s approach to watchmaking extends beyond technical and strategic know-how. He is passionate about fostering relationships, both within his team and with the collector community.
He says: “I’ve learned that human connection is essential in project management and I’ve developed the ability to lead my teams towards clear goals while staying true to my values.
“For a brand like Schwarz Etienne, human connection must be at the heart of our activities, both in creating watches and presenting them to collectors. Emotion is created not only through the watch itself, but also through exchange and sharing.”
Looking ahead to staging more collector events and experiences, he adds: “Sincere dialogue and transparent messaging enable our increasingly knowledgeable and passionate clients to truly connect with our savoir-faire. Exclusive moments, where the craftsmanship behind each timepiece is fully unveiled, are essential for deepening this connection.”
Clear Vision
Moving forwards, Brossard has ambitious plans for Schwarz Etienne. He is committed to harnessing the company’s savoir-faire while also expanding its market presence.
“We’re currently working on a five-year development plan, with further new releases scheduled next year,” he says, having already marked his leadership with the launch of the eye-catching Roma Geometry Cherry.
Brossard’s vision emphasises research and development, ensuring that Schwarz Etienne remains at the forefront of technical advancement. And he is equally focused on crafting watches that express both the brand’s heritage and its commitment to modernity.
“In terms of design, we aim to maintain a visual harmony that remains true to Schwarz Etienne’s strong identity. We’ll focus on timeless watches that are wearable and always aligned with our commitment to craftsmanship,” he explains.
“Design developments must consider the watch’s final use: wrist comfort, time readability and the personal relationship the wearer establishes with their timepiece.”
Bright Future
Under Florian Brossard’s leadership, it seems Schwarz Etienne is set to honour its rich heritage while embracing innovation and cultivating deeper connections with collectors. As he leads the brand into its next chapter, watch enthusiasts can look forward to a thoughtful evolution that stays true to the company’s independent spirit.
“Schwarz Etienne has immense potential and the challenge of elevating this 122-year-old brand is both exciting and inspiring for me,” he concludes.
For more on the brand, visit the Schwarz Etienne website.
