Although he is the son and grandson of watchmakers, Laurent Ferrier did not initially plan to become a watchmaking artisan himself. Despite having worked in the field for more than 30 years at Patek Philippe, he only decided to take this specific approach to the profession later, upon nearing retirement. In 2010, he introduced his first watch under the brand bearing his name. Awarded the “Horological Revelation” prize at the 2015 Grand Prix d’Horlogerie de Genève for his Galet Square model, Laurent Ferrier has no intention of stopping there!
Tell us about the birth of Swiss watch brand Laurent Ferrier…
I spent 40 years working with the finest watchmakers and artisans, notably including over 30 years with Patek Philippe, where I was in charge of the creation development. My father and grandfather were also involved in the watch industry, so developing my own watch was a long-cherished dream. In 1979, at a time when I was passionate about motor racing, I camd third in the 24 Hours of Le Mans with my co-driver, to whom I gave a Patek Philippe Nautilus to mark the occasion. We promised each other at that time that one day we would create a watch, a beautiful watch such as one might imagine. In 2009, this friend called me and said “So, shall we make that watch?”.
It was definitely because he gave me carte blanche that I threw myself into this adventure just three years before retirement age, because taking on such a project at the end of a career does seem a bit crazy, doesn’t it? My friend, who is not a watch collector or even a connoisseur, said I could do what I wanted. Since I have a son who was a movement developer for Roger Dubuis at the time, I thought he might also be interested. And that’s how Laurent Ferrier was launched. The key advantage in this adventure is that I was able to make the watch I had always waned to make: the Galet Classic Tourbillon Double Spiral.
How would you describe your tastes in terms of watch design and mechanics?
I have always loved pocket watches: classic models with a white enamel dial and slim hands, that are pleasing to the touch and pleasant to wind. We actually picked up relatively simple watchmaking design codes. And we started off with the idea of making a watch that was well made, with a movement that was not necessarily complicated but beautifully finished. Collectors took an immediate interest in what we create.
How would you say you are evolving in terms of your creations?
For the time being, we have created four movements, which is a lot for a small company like ours! One must be reasonable in terms of ambitions. Clients do not necessarily expect a new movement every six months. They are happy with what we are offering them at this point. One must evolve serenely and not attempt to play the world champion through overdoing things. We make our own parts and we want to do that well, which takes time; quality is of the utmost importance.
How did the year kick off with SIHH and Baselworld?
This year got off to a good start. The great thing about being at the SIHH in January is that our clients and prospects place their orders in January; and when they come back to see us in March at Baselworld, they review their order and often increase it, which is fantastic from our standpoint. The advantage of the SIHH is that we are a very small group of independent brands on show there, thereby making this a particularly effective means of gaining visibility. Baselworld attracts other retailers, other press representatives, so both are not not-be-missed events for us!
So your order book is looking positive
We are only in the middle of the year but yes, for the time being, we have achieved a great numbers of forecast annual turnover, so we are delighted. Last year, we produced around 120 watches and we expect to produce around 150 this year, the goal being to increase production at a normal and reasonable rate.
What’s next for the latter part of this year?
We are going to launch a model in October, perhaps a new watch for the GPHG. We will also doubtless introduce a new movement next year. Let’s see how things go…
How would you define your brand in three words?
As a discreet, traditional and in House.
