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Author Paulo Coelho and Franco Cologni, President of the FHH.
Fondation de la Haute Horlogerie
Exactly what are luxury's values? Has Swiss watchmaking place economic crisis driving it? So how exactly does it reconcile the web revolution with its classic method of conversation and distribution? So many inquiries and a great number of issues to get a occupation whose major figures achieved on April 29th in Geneva at the 2nd Forum de la Haute Horlogerie, organised because of the Fondation de la Haute Horlogerie (FHH) within the theme, Time and energy to Rethink. Immediately after 18 months of crosswinds that have left their mark on Switzerland's third-largest export market, the good news first. Indeed, the economic restoration is gaining traction, commented Remy Bersier, member on the Financial institution Julius Baer Executive Board, and is particularly pulling the replica watch sector with it, as export figures for March 2010 ensure (+33%). Indeed, luxurious will often exist. It is actually, inside the look at of Vincent Bastien, assistant professor at HEC Paris, "consubstantial to Man" and, as Valery Giscard d'Estaing, former President of France, observed, the uppermost layer of economic activity, an expression of innovative genius along with a focus of lifestyle. Yes, Swiss timepieces are symbols of excellence, the function of a "bunch of maniacs," from the tongue-in-cheek words and phrases in the photographer Oliviero Toscani.
Oliviero Toscani.
Fondation de la Haute Horlogerie
The electronic explosionThis excellent news should not, having said that, mask the brand new paradigms of a transforming environment, significantly the job now performed from the Internet and fast-growing social networking sites. "We're in the course of a electronic explosion," commented Frank Vivier, CEO of Columbus Enterprise Capital. "Internet is destroying conventional business enterprise designs. With no an satisfactory reaction to what was, simply a several decades back, viewed as an enemy; and not using a convergence on the virtual and materials worlds, brands can get still left at the rear of. " Not everyone seems to be concerned concerning this advancement happening alongside regular distribution networks. For Fran? ois-Paul Journe, e-commerce is "unthinkable and wholly incompatible with my strategy for performing. Private client interactions are portion of luxury and anything our margins need to allow for. "This is the many much more legitimate as collectors, Fine Watchmaking's foremost consumers, are lots of one of a kind persons with their own motivations, seeking intrinsic values, as outlined by Thomas Mao, creator of ThePuristS. com, "which would not rule out working with the online market place to have to learn them superior. They are really possibly brands' most effective friends, due to the keenness they might spread across the net. They will be their worst enemies also, when the item lacks integrity. " This integrity, declared the creator Paulo Coelho, will have to express alone through an honest and dependable tactic that displays the designer's soul.
Valery Giscard d'Estaing.
Fondation de la Haute Horlogerie
Motivating factorsThere are lessons being acquired from very last year's crisis, as being the author Nick Foulkes pointed out: "not a great deal of as a result of the disaster by itself but for your decadence that arrived in advance of it. " Hardly concealed by this vanity were the troubles encountered in creation. Because the economic climate recovers, will a similar complications return, sparked by a shortfall in pieces and movements? "If watchmaking is usually to deficiency 1,000,000 movements within the more or less small phrase, this might be considered a great indication," commented Jean-Claude Biver, CEO of Hublot. "An further inspiration and evidence which the luxurious market however has enormous possible, infinite likely even in capitalist societies including ours that make purchasing electrical power. "
Jean-Claude Biver, CEO of Hublot, and Klaus Schwab, founder and president in the WEF.
Fondation de la Haute Horlogerie
"More audacity, less arrogance," summarised Franco Cologni, President on the FHH, in the facial area of what Pierre-Fran? ois Unger, Geneva State Councillor in command of the economic system, called "the terrorism from the instantaneous" that destroys values. Fine Watchmaking, that has conquer crises, wars and revolutions for the duration of its 250 year background, is within the cusp of a new century of change… availing itself of its property as a "conferee of creation"! The scene is Edinburgh, in 2011. Maximilian Büsser is attending a gala event. Seated next to him is a well-known financier at the head of a major bank. The two connoisseurs of fine objects inevitably end up discussing watchmaking. While Maximilian Büsser is already a key player in the field, he is taken aback by one particular exchange with his neighbour that evening. When the founder of MB&F asks him to name his latest watchmaking crush, the banker's pithy response is "Reuge". The music-box manufacturer? Isn't that a surprising investment for a savvy financial wizard? The reply is equally emphatic: "With Reuge, I'm not looking for a return on investment. This House is so exceptional that it must thrive and develop. " Maximilian ponders this thought for a few days, a few months… and ends up picking up his sketchpad. A new type of machine"I created MB&F to develop unique, beautiful and unprecedented projects. The creations by Reuge were sitting there right under my nose and there was an evident kinship with our mindset, yet I had never dreamed of a joint endeavour", admits Maximilian Büsser. "What on earth could I personally do to pay tribute to Reuge? " For 150 years, Reuge has been synonymous with musical movements. Its first musical pocket-replica watches date back to 1865, a time when many of today's manufacturers were not yet born. Established by the Reuge family in whose hands it remained for over a century, the firm has constantly kept pace with its times, transitioning smoothly from musical automata to the most modern sound devices such as the mp3 player. Bearing in mind this inestimably precious heritage, the founder of MB&F pondered the fundamental question: "what on earth could I personally do to pay tribute to Reuge? " The answer became self-evident, sparked by the history of MB&F: create a new 'Machine' that would not be tagged 'Horological' this time but simply 'Music', thereby offering the best of the two brand worlds. The MusicMachine by MB&F is released in a limited edition comprising 33 white and 33 black models. MB&F A bold gambleCreating this object was nonetheless a daring exercise: MB&F channels a 1960s and 70s vibe brimming with super heroes and comic strip culture, whereas Reuge crafts wood and plays sonatas and concertos. Maximilian Büsser was nonetheless determined to follow through on the project and to adopt an uncompromising stance. There would be no 'middle ground' between the worlds of Reuge and MB&F: has anyone ever since a spaceship playing a Bach prelude when you open its cockpit? Instead of satisfying devotees of the two brands, the result of any such crossover move would only have disappointed all of them. "The brilliance of the Reuge artisans is quite simply boundless" Maximilian Büsser thus decided to stake it all and came up with a fully completed plan! "I went straight to the point by submitting the project to Reuge exactly as I wanted it and reqeusting 'can you make this for me? ' They made no promises but asked for just one thing: a 12-month lead time. By the time the 12 months were up, I had my MusicMachine on my desk, an exact replica of the plans I had given them. The brilliance of the Reuge artisans is quite simply boundless". Reuge has indeed patiently forged this technical mastery over the last century and a half. It is currently the only company capable of reproducing any melody covering up to six or seven octaves into a mechanical piano with 36, 72 or 144 notes. The exercise suggested by Max Büsser was thus entirely in tune with the firm's creative approach. The design was entirely dreamed up by Max Büsser and his team and transformed into reality within less than 12 months by the Reuge artisans. MB&F Master strokeThe MusicMachine was presented at Baselworld 2013, its only flaw being that it was issued in a 66-piece limited series. Maximilian Büsser confesses: "I had ordered 33 black and 33 white versions, thinking that selling half of them would already be a good thing. " MB&F in fact received 85 firm orders, which meant that some stores that had requested up to 20 units had to lower their sights. And speaking of authentic philanthropy and a will to preserve the heritage of artistic crafts, it is important to specify that MB&F made no profit from this operation, since the orders were directly taken, fulfilled and delivered by Reuge itself. In keeping with its motto, MB&F will never remake this MusicMachine. The last of them are currently in production and should be delivered this year. End of story? Rather its beginning, since Maximilian Büsser freely admits that this unexpected success has encouraged him to work on other projects with Reuge. Baselworld 2014 will probably thus dance to the tune of the new MB&F 'friend". It is for example a well-known fact that Reuge is capable of developing and producing a complete range of singing birds and musical replica watches with or without automata… exactly the kind of feats liable to nurture MB&F's fertile imagination!Listen to the Melodies? Star Wars - 1977 (J. Williams)Imperial March - 1980 (J. Williams)Star Trek - 1979 (J. Goldsmith)The Wall - 1979 (Pink Floyd)Smoke On The Water - 1973 (Deep Purple)Imagine - 1971 (John Lennon)