A High-End Watch Brand's Vision

The Vision of a High-End Watch Company. A little background: Swiss watch exports are set for a total of around 20.6 million this year, which is about the same number as they were in 2019. But it made $28.1 million in 2015.

Still, the total value of high-end watch has gone up, which is good news for small, high-end watch makers like Greubel Forsey.

By 2024, Mr. Calce said he plans to change the company’s distribution, cutting back on the number of stores but opening 12 boutiques, all franchises, with the Middle Eastern retailer Seddiqi as the first one. This will make the brand more exclusive. That’s not what he said, though. The company doesn’t want to become a retailer or follow the direct-to-customer trend. “We are not interested in retail management,” he said.

People who buy used watches from Mr. Calce’s company will be able to list them on their website, but they’ll only be sold by the brand’s retail partners next year. Is it good when you see a lot of bad-priced watches on Chrono24? No, he said. “It’s not good for the future of the brand, and it’s not good for the value of the used market.” For a lot of price ranges, it’s not very strategic. At our price point, it’s very strategic. It’s very important to us.

Mr. Calce said the company was now in good shape and that they were planning to make up to 170 watches this year. In 2021, the company is expected to make 30 million to 40 million Swiss francs, which is an increase of more than 20% from last year.

“My main goal was to put the brand in a safe place,” he said. Greubel Forsey has a lot of creativity, but if you don’t do anything with this creativity, if you don’t give it a goal, it’s very hard to build the future.” It is good that I am. Gold is in my hand. Today, we’re in a very safe place.


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