First impressions from Time To Watches?
Positive! From a commercial standpoint, it was very promising. It’s the right format for professionals, even if we would have liked to meet more members of the press. But as a result of this first fair, we’re now in talks with Saudi Arabia, New York, Denver, Houston, Dallas, and Japan.
What did you highlight to collectors and retailers?
That we’re a small, agile team with a genuine and longstanding connection to motorsports. The three founders are still at the helm of the brand. We have our own machining capabilities, our own patent, and we all have highly technical backgrounds, with a real, authentic passion for cars. Some of us even have a pretty good handle behind the wheel on the track!
How will you adapt production to these new commercial opportunities?
We know how to do it. Without any support, between 2020 and 2024, we sold 50 watches directly, each priced between €25,000 and €30,000. We also brought in our long-time partner, Timeless SA, as a shareholder—this is a company that has worked for decades with the biggest names in Swiss Made. For us, it was a natural step. And for the market, it’s a strong signal: we’re backed by high-level institutional players, and what’s promised will be delivered, on time and as expected.
So it’s essentially a manufacture approach...
Exactly. It would be unrealistic at our stage to think we could internalize everything, but relying on a partner of this caliber—one that fully controls the process from development to final product—is reassuring for the market. We come from the pure world of motorsports. For us, the idea of internal development and production control is fundamental. That’s what we have with Timeless SA.
What do your collectors expect from you today?
That our collections grow. We want to introduce a new model every year. And beyond that, we’ll soon be venturing into the aviation segment—another personal passion of mine. In the coming weeks, we’ll begin development on a new piece in that area, with 2026 as our target launch year.
Is such a fast-paced activity, with a small team, compatible with personal life?
Absolutely. There’s never really been a line between my passion and my work. My father was a car enthusiast and collector—I am too, and so is my partner. Spending weekends at the racetrack isn’t a chore; it’s just our way of life.
Where can people find you next?
We recently opened offices in Meyrin to be closer to our partners. As for track events, we’ll of course be at Le Mans on June 15 and 16!
