Innumerable similes have been used to describe Chronopassion, the nexus of all kinds of horological fantasies: Ali Baba’s cave; a den of timepiece maniacs; a temple of wanton watchmaking; the list goes on. This is the stuff urban legends – and indeed entire mythologies – are made of. But at the end of the day, it’s quite straightforward: Chronopassion is simply an independent watch gallery.
Just as in an art gallery, most of the timepieces displayed are limited editions, or even unique items. The aim is not to please the public or stand out from the crowd: Laurent Picciotto, CEO and founder of the establishment, likes things that are singular, beautiful and rare – and shares them in his own inimitable way. His selection is a reflection of his personality, and his convictions: there’s a narrow road reserved for the watchmaking elite, and its way leads to Chronopassion. Fine horology is a road less travelled – but one that Chronopassion has been mapping out for thirty years.
“Independent” is the firm’s watchword. This shows first and foremost in the selection of the timepieces: many of them come from brands that are also independent. The fact is that there’s mutual understanding and respect between watchmaking entrepreneurs. The close relationship that Chronopassion maintains with its brands is unique in these circles. Lastly, independence is also a status. Chronopassion does not depend on anything or anybody. Its business model, distribution model, and choice of timepieces are all fully autonomous, valid only at 271 rue Saint-Honoré. Is it all done according to proper convention and prevailing standards? The question is irrelevant: what matters is that it’s all done the Chronopassion way – and that’s fulfilled the expectations of a carefully targeted audience for the past thirty years. Convention can wait.
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