SJX Watches
Visit: A Look Inside Biver Watches
The day I visited Biver started like any other – with breakfast. But it wasn’t a normal breakfast, because I was seated opposite Jean-Claude Biver, at his own kitchen table. A few days after Watches & Wonders wrapped up I had the opportunity to visit the brand’s atelier in the countryside near Geneva, and I was lucky enough to spend some time with the man himself before he went to the airport; he was headed to Boston to deliver a guest lecture at Harvard Business School. Dismissed in his early career as a ‘nostalgia salesman,’ Mr Biver helped pioneer the contemporary luxury watch industry in the midst of the Quartz Crisis by proving the consumer demand for artisanal mechanical watches. The story is well-known but it bears repeating; Mr Biver, together with his friend Jacques Piguet, head of the esteemed Frederic Piguet manufacture, paid CHF22,000 to buy the rights to a defunct brand from what would later become Swatch Group. Their deft products and marketing made Blancpain one of the stars of the mechanical watch renaissance, allowing the pair to sell the brand back to Swatch a decade later for CHF60 million. From left to right: CEO James Marks, Jean-Claude Biver, and Pierre Biver. Image – Biver The success of Blancpain was extraordinary and helped pave the way for the rebirth of other brands like A. Lange & Söhne. But this was just the opening act. After selling Blancpain back to Swatch, Mr Biver helped put Omega on the wrist of James Bond and transformed Hub...
