“Draw me an icon…” Hardly a week goes by without a watch brand talking about the birth of a future classic.
But how can you cultivate your difference among the thousands of new products produced each year, gain the loyalty of ever more sought-after men and women and enter the pantheon of watchmaking?
Nine leading figures in the industry share their point of view.
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"Emotions come after"
François-Henry Bennahmias, President of
Audemars Piguet
“A classic watchmaking must achieve a clever mix of balance and daring in design, using contemporary codes that will remain in place over time.
With a little touch of madness which often turns out later to have been avant-garde.
Emotions will come later, it is not something that we decide, but that we hope for.
You can't get up one morning and say to yourself that you are going to draw a future classic.
We can have this ambition, but it is the public who decides and, in general, the consecration comes ten or twenty years
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