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You could have been a part of the Swatch Group for greater than 20 years, primarily at Blancpain. How did you turn out to be CEO of Breguet?
It occurred very naturally. Certainly, after inside reflection between the Hayek household and the varied members of the administration, it appeared considered to me to supply myself for the place of CEO at Breguet. Certainly, by means of my years inside the Swatch Group, I had the prospect to method numerous key sectors comparable to growth, manufacturing, operations, and even advertising and marketing, which allowed me to have a imaginative and prescient of the general wants of a model. I’m very honoured by the belief positioned in me by the Hayek household. Taking the reins of a model with such a heritage is a supply of pleasure.
What was your impression of Breguet earlier than and after becoming a member of the model?
I used to be impressed by the know-how put in place inside the manufacture in addition to by all of the data current. These parts had been crucial to Nicolas G. Hayek, who made it some extent of honour to strengthen this know-how when Breguet was purchased in 1999 by the Swatch Group. This initiative was additionally continued by Marc A. Hayek when he took over as director. That was additionally crucial for him. As well as, I used to be touched by the eagerness that emanates from all of the groups. I’ve little doubt that with such property; we are going to deliver the model brilliantly to its 250th anniversary.
What was your first agenda if you took over?
It was important for me to grasp the strengths and weaknesses of every division. For that reason, I hung out in every workshop. This allowed me to readjust sure processes and discover essentially the most appropriate options in an effort to achieve in effectivity.
What are the largest challenges dealing with Breguet at the moment?
In my view, the largest problem is common to all of watchmaking: to proceed to shock. Certainly, the competitors is nice, and the improvements multiply, so you need to be each avant-garde whereas aiming for excellence. The processes of making new issues and applied sciences can take years. We should additionally needless to say Breguet is just not a style model that multiplies releases. It’s subsequently important for us to keep up the extent of rigour and perfection which have given the model its status. For these causes, we solely launch our new merchandise when they’re as much as par with our Haute Horlogerie manufacture.
Breguet has an unbelievable historical past, with founder Abraham Louis Breguet chargeable for quite a lot of horological improvements. Nevertheless, what do you suppose have been the model’s most stunning creations lately?
Undoubtedly the long-lasting and recognisable Queen of Naples. It represents refinement and magnificence. As well as, a piece of know-how of nice meticulousness may be admired on each bit. I’m additionally pondering of the Custom line that I put on and notably like. This assortment means that you can admire its symmetrical and architectural motion on the dial facet and on the caseback facet. This one is impressed by the tact and subscription watches created by our founder Abraham-Louis Breguet. Lastly, I additionally notably admire the Tourbillon Additional Plat Anniversary that we launched final yr. It incorporates the codes of the model and elegantly refers back to the creation of the tourbillon by Abraham-Louis Breguet.
Whereas Breguet is a 246-year-old model, it was based by an innovator and pioneer who all the time sought to reinvent the workings of watchmaking. Do you think about the steadiness between innovation and custom to be an essential facet of managing a model comparable to Breguet?
In fact! For me, Breguet should always goal for excellence in all facets of a watch, whether or not when it comes to its issues, its supplies and its design.
What’s a spotlight for Breguet in 2022?
The Marine Hora Mundi. It combines technical prowess with aesthetics. It’s an on the spot reminiscence GMT whose show is finished on a two-dimensional world map. Its dial is compensated with completely different plates to supply this dimensional impact. Considered one of them, the sapphire one, is 0.4 mm. It’s made up of meridians which were metallised. This was an operation that required many checks earlier than we had been in a position to assure an irreproachable high quality.
What do you consider the development of sports activities watches at the moment? Will we see Breguet deliver out a Sort XX undertaking?
Like style, watchmaking is cyclical. It’s good that sure developments stand out at sure occasions; nevertheless I believe that everybody ought to be capable to discover the model of watch that defines them essentially the most. A timepiece is now additionally a vital accent to distinguish your self and show your model. At Breguet, the Marine line is our assortment that shows a sporty look. It is vitally effectively obtained on the markets and our titanium mannequin is a good success. To reply your query in regards to the Sort XX, I’d say that considered one of my duties is to consider the present collections and their evolution. In fact, the Sort XX is considered one of these traces of thought…One thing to comply with!
Whereas the watch trade has confirmed resilient regardless of the pandemic, we are actually in a precarious state of affairs with rising inflation, an impending decline and disrupted provide traces — what’s Breguet’s place on this?
I’m not going to misinform you: like the complete watch trade, we’re feeling the results of the pandemic and are in search of the most effective options to have the ability to proceed to supply our fashions in shops. We do our greatest to reply as intently as potential to requests. Nevertheless, we nonetheless see a lot enthusiasm for our watches, which is a really encouraging signal.
Breguet introduced a partnership with Frieze. Why this partnership? What’s your aim?
The model is lucky to profit from a wealthy historical past that hyperlinks it to completely different worlds, and artwork is considered one of them. Certainly, Abraham- Louis Breguet impressed many artists, whether or not writers or painters. Furthermore, the home windows of the workshops of its founder, positioned at Quai de l’Horloge, ignored the Louvre. He was very near the institution and its director on the time, Dominique Vivant Denon, and took part in numerous inventive occasions collectively. It’s subsequently fairly pure that the model continued its historical past in artwork. For instance, on the instigation of Nicolas G. Hayek, the renovation of the Louis XIV to Louis XVI rooms current within the Louvres was supported by Breguet. Right now, the model is a associate of a number of establishments lively in artwork (Carnegie Corridor in New York, Teatro Actual in Madrid) and now of the worldwide artwork truthful Frieze, which takes place in Seoul but in addition in New York, Los Angeles and London. As a part of this partnership, we wished to honour an artist’s work by giving it carte blanche: that of exhibiting by means of an ephemeral murals, its imaginative and prescient of Breguet. At every occasion, a brand new work is produced. Our selection for this yr fell on the artist Pablo Bronstein who’s passionate in regards to the 18th century.
(This can be a) great coincidence when that our model was based in 1775! Throughout his go to to our museum in Paris, he was fascinated by the Breguet model in addition to by the avant-garde creations of Abraham-Louis Breguet. On the event of the New York and Seoul gala’s, we met with a really good response when guests found our stand embellished with the artist’s work! If any such occasion permits us to search out our clients, it additionally presents us the potential for making ourselves identified to a brand new clientele, delicate to luxurious and artwork. Even when artwork is admired by means of the works of artists, additionally it is admired by means of artworks which can be worn on the wrist, that are our watches. Throughout Frieze New York, we had a guillocheur who confirmed and examined the guillochage to guests, we had been very impressed to find the younger generations so inquisitive about this artwork and with an actual want to grasp the secrets and techniques of designing a watch. And that could be a nice victory.
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