Her drawing featured a dial that moves counterclockwise with the words “le monde tourne à l’envers” (the world is upside down) etched along the watchface and strap. Oddly appropriate for the moment: after decades of having clients come to them for elegant craftsmanship, Swiss watchmakers are now pursuing notoriously fickle teens to survive an uncertain future.
After falling behind with millennials, the industry tries to secure a future generation of customers.
(May 7): When she was 15, Justine Guiblain designed a watch for Corum, one of several Swiss makers of luxury timepieces desperate to secure captive customers years from now.
To continue reading our premium articles,
Upgrade your subscription to as low as $8.33/month to gain unlimited access to ALL of our premium articles!
Have an account? Sign In
