New watch brands

Entry-level Swiss watchmaking on the counter-offensive

INTERVIEW

Español Français

By Serge Maillard

June 2021

Alexander Bennouna, former CEO of Victorinox watches and an expert in the challenges facing the most affordable segment of Swiss watch production, is launching a Swiss-made brand priced under CHF 400 – DecideAndAct – positioned around “21st century values”. He is betting on the engagement value of a brand with “social meaning”, at a time when the entry-level segment has been struggling with structural problems for several years.

Entry-level Swiss watchmaking on the counter-offensive

INTERVIEW

Español Français

By Serge Maillard

June 2021

Entry-level Swiss watchmaking on the counter-offensive

Alexander Bennouna, former CEO of Victorinox watches and an expert in the challenges facing the most affordable segment of Swiss watch production, is launching a Swiss-made brand priced under CHF 400 – DecideAndAct – positioned around “21st century values”. He is betting on the engagement value of a brand with “social meaning”, at a time when the entry-level segment has been struggling with structural problems for several years.

A

This article is reserved for Europa Star subscribers.

For any questions please contact us at [email protected].

×

Adam Benedict: the resilience of a family watch tradition

Adam Benedict: the resilience of a family watch (...)

THE WATCH FILES It is a fascinating story. It all began with a Jewish family who ran a watch factory in Russia until the 1917 revolution, when they moved their operations (...)

An introduction to Isotope Watches and the GMT 0º ‘Terra Maris'

An introduction to Isotope Watches and the GMT 0º ‘Terra (...)

TIME.KEEPER Isotope proudly introduces the GMT 0º ‘Terra Maris’ Limited Edition, in collaboration with Miguel Seabra — one of the most experienced and iconic journalists (...)

Dumoreau introduces its DM01 sports watch

Dumoreau introduces its DM01 sports watch

TIME.KEEPER The Dumoreau DM01 features a time-only symmetrical dial with a raised pattern that follows the cushion-shape geometry of the bezel. The sunburst dial is (...)

START-UPS & NEW PLAYERS

New watch brands

Aera, the start-up with generations of experience

Aera, the start-up with generations of experience

Founded in 2022, Aera brings together two families that have been active in watchmaking for several generations, in different market segments and from (...)

Renaud Tixier takes the stage

Renaud Tixier takes the stage

Renaud Tixier is a newly formed brand whose protagonists, two independent watchmakers, have already shown that their talents are ideally matched. An (...)

Emerging brands: an abundance of creativity

Emerging brands: an abundance of creativity

GALLERY

Young emerging brands – as well as ‘re-emerging’ brands – bring that touch of madness and freshness that is breathing new life into the art of horology. Here, (...)

Duke brings Haute Couture thinking to watchmaking

Duke brings Haute Couture thinking to watchmaking

A recent arrival in the Haute Horlogerie segment, Duke can count on the services of Manufacture Grand-Ducale. It also benefits from the considerable (...)