While the Richard Mille brand isn’t specifically celebrating its 25th anniversary, it’s still a milestone: do you remember how it all began?
My memories of that time aren’t very clear because my parents were separated and I wasn’t living with my father, who was obviously very busy launching his brand. I do of course remember that he explained to us that he wanted to create his own label, under his own name. He also talked about the concept of creating a truly uncompromising watch and he had a very clear vision.
When reading your questions last week it came back to me: when we were young, we always used to go to the same pizzeria in the town of Chantilly, where we lived with my brothers, my sister and my mother and we would often meet our father there when he came to visit us. One day he arrived wearing the RM 001 on his wrist, which he was unveiling for the first time and he was very proud of it! There were a few curious onlookers in the pizzeria. My father let people look at it and try it on while he commented on his very first creation… Everyone was fascinated.
When did you realize the magnitude of what he had undertaken?
A little later, I was still young and went along with him to one of the first editions of Le Mans Classic: an event the brand was already partnering. There were huge Richard Mille posters everywhere, with the watch prices still displayed on the visuals at that time. People would stop him when they crossed paths because they wanted to talk to him and take his picture. That was the first time I truly realized how successful he was. After that, until I joined the brand in 2014, it was through conversations with various people at the company that I learned about the brand and its world through the little stories they shared.
What were your first steps with Richard Mille?
I started my career in the audiovisual field, and my father later asked me to create videos for the brand, particularly for the launches we used to present at the SIHH in Geneva. That experience gave me my first real insight into the company and its world.
I officially joined Richard Mille in 2014 to manage image production, before later moving to the United States, where I spent a significant amount of time with John Simonian, Richard Mille’s long-standing distribution partner for the American market and someone who has been involved since the very beginning. Working alongside him taught me a great deal, both about the business itself and the history behind the brand.
I also met many of the people leading and working within the production entity, which helped deepen my understanding even further. The brand’s four distribution partners have remained unchanged since the start of the adventure, and through my frequent visits to each region, I learned enormously from all of them. My father has always relied on instinct, building the company through personal relationships, encounters and handshakes.
What do you see as the key milestones since 2001?
First and foremost, the RM 001 that was radically different from anything else on the market at the time, including in terms of marketing, with its very impressive price featured on the ads. Next, I think the 2004 RM 005 contributed enormously to Richard Mille, because it was the first automatic watch without a tourbillon. The whole story with Felipe Massa – who endured G-forces while racing with our watches on his wrist – brought us a lot of credibility and recognition. Another key milestone, after years of R&D, was the 2010 RM 027 Rafael Nadal, which became not only the world’s lightest mechanical watch (weighing less than 20 grams including the strap), but also the most durable. The fact that Rafa Nadal unleashed spectacular shots with a tourbillon on his wrist placed Richard Mille in a new league.
At the same time, the opening of our first boutiques in the 2000s and the consolidation of our entire distribution network in the following decade helped us establish the brand.
Finally, women’s watches marked a new turning point, featuring a highly technical offering as they notably incorporated the brand’s very first in-house calibers. Today, they account for more than a third of our sales. This development coincided in particular with the arrival of Cécile Guenat (editor’s note: daughter of the brand’s co-founder Dominique Guenat) in 2018.
The new developments she has introduced – such the Bonbons collection, the Talismans (RM 71-01, RM 71-02 and RM S14), the Haute Joaillerie models and the Intergalactiques – have opened up new horizons for us in terms of marketing and creativity, all while staying true to the brand’s DNA and product value.
What are the key challenges for Richard Mille today?
That is a question we recently discussed during a large family meeting bringing together my father, Dominique, Cécile, Maxime, Amanda and myself for the very first time. The goal was to establish a clear and structured vision for the future of Richard Mille. Although the founding generation has stepped back from day-to-day operations for several years now, it felt important for us to share our strategic thinking for the next decade and beyond.
The primary focus remains the product. We want the brand to keep evolving through research and development, with roughly eight to twelve new creations introduced each year. Not all of them are necessarily pushed through communication, but each contributes to enriching the collection. At Richard Mille, we have always refused to impose creative limits or close off possibilities. Our responsibility today is to preserve that constant drive for innovation while continuing to explore new territories.
We are also giving significant thought to our industrial capabilities. New facilities are planned in Le Breuleux, in the Swiss Jura where the Richard Mille manufacture is based, though the objective is not large-scale production. We are not seeking to produce 8,000 or 10,000 watches annually. The reality is that our current infrastructure has become too limited, and we want to provide better production conditions in order to further elevate the quality of our work. Some of our pieces are incredibly complex, and even increasing production by a few watches from one year to the next can already be a major achievement.
As a result, our vision of growth is not centered on producing more of the same references. It is driven instead by the continuous renewal of the collection: launching new creations, discontinuing certain models, and constantly surprising our collectors with every new release.
We are also thinking about the future evolution of the brand’s marketing approach, the partners we want to collaborate with, the types of events we want to create, and the markets where we aim to strengthen our presence. We are fortunate to inherit an exceptional brand built on strong foundations. The challenge now is to ensure that this impact endures over time while preserving everything that makes Richard Mille distinctive.
How would you describe the different types of clientele in 2026?
What fascinates me most about Richard Mille clients is that there is no single profile that defines them. Amanda and I have the opportunity to meet them across the world, especially in Japan, where we organize annual dinners gathering as many as 500 clients.
That diversity is one of the brand’s greatest strengths. Richard Mille has built a true community where people who likely would never have met otherwise naturally come together around a shared passion. During our more intimate gatherings, often limited to around twenty guests, that sense of connection becomes even more apparent. It is not simply about bringing together clients discussing business, but individuals from very different walks of life who are genuinely interested in one another. This human richness and the ability to spark meaningful encounters are what make the Richard Mille community so distinctive.
What is it about Richard Mille that inspires young people?
That’s a good question! I think it’s precisely the fact that we never try to speak to them in an artificial way. Today, younger generations immediately spot brands that are attempting to target them or follow trends. Right from the outset, we’ve always refused to conform to imposed formats, especially on social media. We prefer to communicate only when we have something to say.
This freedom is reflected in our watches as well as in our communication style. The products themselves, with their colors, their light feel and their resolutely contemporary aesthetic naturally appeal to a younger clientele.
I also believe that young people are drawn to brands that create their own language rather than following established codes. That is exactly our philosophy. Each new watch becomes a canvas for expression: we create worlds inspired by cinema, music or pop culture to build our campaigns. Just as in product development, we constantly seek to challenge ourselves. It is undoubtedly this constant energy, this ability to never repeat ourselves, that helps Richard Mille continue inspiring the younger generations.
Among the ten or so launches planned this year, is there one that stands out in particular?
One of the most technically demanding pieces we have developed is undoubtedly the RM 41-01 Soccer. Its patented flyback chronograph tourbillon required five years of research and development and incorporates goal counters, half-time indications and added time displays.
At the same time, our new high jewelry collection feels truly exceptional. I was genuinely captivated by it, even though it is not usually a world I am especially drawn to. This limited edition series of 12 unique pieces is simply remarkable.
Which event associated with the brand best embodies Richard Mille today, in your view?
We are involved in many different worlds, but two types of events particularly reflect the spirit of the brand. Earlier this May, during the Miami Formula 1 Grand Prix, we opened a Richard Mille house alongside the circuit to welcome around 150 guests from across the globe. The atmosphere was incredibly relaxed and natural, with everyone enjoying the experience as if they were among friends at home. Some of our partners even decided to join us spontaneously, which made the moment even more special.
Alongside these gatherings, we also regularly create immersive experiences with our partners, allowing guests to discover their sporting disciplines while spending meaningful time together over several days. Whether on the Aiguille du Midi, off the coast of Scotland or on a racing track, this sense of proximity and these unique shared experiences perfectly embody the Richard Mille philosophy.
