Watchmaking
The legacy of Gérald Genta: protecting a work, controlling the narrative, avoiding caricature
In contemporary luxury, some names no longer simply represent a signature: they become assets. One…
Category
Watchmaking
73 articles
Watchmaking
Royal Pop: What the Audemars Piguet x Swatch collaboration reveals about luxury watchmaking
When Audemars Piguet partners with Swatch, the luxury watch industry sends a clear message: collaboration is no longer…
Watchmaking
When padel becomes the arena for luxury watchmaking
By formalizing its partnership with the Premier Padel world circuit in spring 2026, Audemars Piguet is marking a significant shift…
Watchmaking
Breitling in the era of the "House of Brands": what changes with the arrival of Jean-Marc Pontroué
In the luxury watch industry, a change of leadership is never a minor detail. When Jean-Marc Pontroué, former head of…
Watchmaking
The Rolex Oyster centenary, or the art of transforming an icon into a strategy
One hundred years later, the Rolex Oyster serves as a strategic platform: nine new features, a legacy of water resistance, and a story…
Watchmaking
When Sotheby's transforms vintage Cartier watches into a global barometer of value
Rarely does an auction house manage to transform an auction into a cultural object in its own right. With The…
Watchmaking
Tiffany Co. and watchmaking: the strategy of regaining legitimacy in Europe
In Europe, Tiffany & Co. is often still associated with a specific image: that of a major American jeweler…
Watchmaking
Cartier and the training of watchmaking artisans: a strategic bet on transmission
In luxury watchmaking, value is not based solely on an iconic design, a complication, or…
Watchmaking
When Richard Mille bets on Ilia Topuria: MMA, a new accelerator of desire for ultra-luxury watchmaking
The announcement of the partnership between Richard Mille and Ilia Topuria, the undefeated two-time UFC champion, goes beyond the classic mechanics of…
Watchmaking
Why did the Patek Philippe Nautilus become the benchmark for luxury sports watches?
When it appeared in 1976, the Patek Philippe Nautilus did not fit into the expected narrative of a brand…
Watchmaking
Audemars Piguet and the new race for integration: the case and the bracelet at the heart of the strategy
In the space of a few weeks, Audemars Piguet has sent two clear signals to the market: luxury watchmaking…
Watchmaking
Cartier, Clash and Drest: when digital styling becomes a lever for desire and conversion in jewelry
In the world of luxury jewelry, launching a collection is no longer just about a campaign…