For Jaquet Droz,
the future of watchmaking
is whatever you want it to be
In a world where there is often too much choice, the only true luxury might be exclusivity. To possess something that is one-of-a-kind is a rare privilege, a true a reflection of personal taste. It is one of the factors that drives people to collect. A great collector's piece is one that stands out as unique, both visually and technically, and it has to be unmistakably well crafted - something its owner can take pride in as a showcase of his own exacting standards.
Above all, it should be exclusive. True connoisseurship goes beyond the realm mass luxury. It's not enough to have something exquisite that is universally recognizable - it's about having something so rare and wonderful that no one will ever have one exactly like it. To a collector, the most status-conferring pieces are the ones made or customized to their specifications. After all, what is a dream watch unless it is a reflection of your own dream?
One of only one
Unique pieces are often only attainable through very private brands that create objects that are more a reflection of an individual's personal taste, as opposed to producing several collections aimed at pleasing a broader realm of tastes. Jaquet Droz is such a brand. It has often worked hand in hand with clients to create bespoke pieces, and going forward, that will be the thrust of its activities. It will collaborate directly and exclusively with customers rather than working with retailers or other third-party representatives. In Jaquet Droz’s "Studio 8," clients will be able to follow the production of their masterpieces live in virtual mode, from creation to final assembly. They will be able to look over the shoulders of the craftspeople working on their watches at every stage of creation, including engraving, painting, movement assembly and final finishing. Jaquet Droz will also welcome them in person at its manufacture in La Chaux-de-Fonds to witness the magic in person.
Jaquet Droz believes in the "philosophy of the unique," with designs that are disruptive - not only highly creative but unique. "Our clients have challenged us by bringing inspiration from the worlds of sports, automobiles, art, music and any other imaginable domain to their creations, and we take great pleasure in this individual input," says Alain Delamuraz, CEO of Montres Jaquet Droz, "We understand people who appreciate exclusivity, who shun the idea of having one of several when they can have one of one."
Beyond Time: Jaquet Droz's Personalized Artistry
The goal is to create timepieces that have something extra, beyond the meticulous application of technology and high finish. They must also have charisma. The Tourbillon Skelet Sapphire, for example, features a case made entirely of sapphire crystal that can be made to order in green, blue, or yellow. Clients can also have other components customized, including strap, movement screws, crown, logo, folding clasp, oscillating weight, engraving pattern, hour markers, index rings and hands. The possibilities are endless.
The Dragon Automaton, which comes alive with nine different animations, can also be tailor-made, with a case made of the color of gold of choice or of sapphire. On the gold version, the case middle can be engraved or left free. The dial can be engraved or replaced by a medallion in a choice of hardstone.
These are only two examples of the many possibilities and disruptive designs taking shape at Jaquet Droz. Stay tuned!