We talk innovation and heritage with Alain Delamuraz, CEO of 300-year-old Swiss watchmaker Jaquet Droz.
Jaquet Droz has a rich history dating back to the 18th century. How would you describe the brand’s foundational values, and how do they influence its modern identity?
Our founder, Pierre Jaquet-Droz, was not just a watchmaker; he was a visionary who blended art, mechanics, and innovation to create unique pieces of art that were centuries ahead of their time. From the enchanting automata that captivated the Emperor of China and the European courts, to the iconic Grande Seconde design, our brand has always been a symbol of excellence and creativity.
Victor Hugo said, “The future is a door, the past is the key.” You cannot plan for the future without considering the past. As we look to the future, Jaquet Droz remains committed to innovation, craftsmanship, and the pursuit of excellence.
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How does the company balance tradition with innovation in its timepieces?
Innovation is our tradition. We are a young start-up, almost 300 years old, building on the solid roots of our founder Pierre Jaquet-Droz. But respecting the legacy he left us doesn’t mean copying his art because if we copy, we die. There’s evolution on one side, revolution on the other, and disruption at the centre. And that’s what we’ve put in place with our strategy JD 8.0: A Disruptive Legacy. There can be no innovation without disruption. The deeper the roots, the further the branches.
With a legacy deeply rooted in artistry and automatons, how does Jaquet Droz continue to push the boundaries of watchmaking today?
Innovation has always been the lifeblood of Jaquet Droz. In the 18th century, our automata were marvels of engineering, capable of writing, drawing, and even playing music. Today, we continue to push the boundaries of horological innovation, but also those of our automata and Métiers d’Arts.
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Our use of materials like silicon for anti-magnetic components, the development of long-lasting power reserves, and the mastery of grand feu enamel techniques are just a few examples of how we honour tradition while embracing the future.
Some of Jaquet Droz’s most iconic pieces include the Bird Repeater and the Loving Butterfly Automaton. What was the inspiration behind these creations?
The Loving Butterfly is a drawing produced by the automaton “Le Dessinateur”, made between 1770 and 1773 by Henry-Louis Jaquet-Droz, son of Pierre Jaquet-Droz. It is one of five drawings that the automaton “Le Dessinateur” is capable of producing. The drawing was a declaration of love for his wife.
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The Bird Repeater was inspired by the Songbirds pocket watch of 1785, which has become a signature.
What are some of the most ambitious or technically challenging watches the brand has ever produced?
Without a doubt the Parrot Repeater Pocket Watch. This Masterpiece encompasses most of the horological and artistic craft skills cultivated by Jaquet Droz. Also, our Charming Bird Automaton, which won a prize at the 2015 Grand Prix d’Horlogerie de Genève in the year of its launch, celebrated the DNA of the Maison and paid tribute to the genius of Pierre Jaquet Droz by becoming the first wristwatch to feature a songbird.
Personalisation has always been central to the brand’s philosophy. Can you walk us through the process of creating a bespoke Jaquet Droz timepiece?
Our motto is “Create your own, as unique as you are”. Thanks to our Studio 8, we can put our collectors in direct contact with our artists and craftsmen. This enables us to create their unique pieces, tailor-made down to the smallest detail. This skilful blend is a mix between a physical approach and a digital approach known as “phygital”. Our Studio 8 does not symbolically belong to Jaquet Droz, but to its clients, who can come there in virtual mode to follow the creation of their timepiece.
This partnership begins with the first sketches. It is not a construction, but instead a co-construction. Thanks to a custom-designed workbench, each owner can enjoy a multi-angle view of their timepiece in the making, all in high resolution.
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The demand for unique, tailor-made luxury goods is growing. How do you see the bespoke watch market evolving in the coming years?
Today’s customers, especially the new generation, don’t necessarily want “daddy’s watch”. The younger generation would like a watch that is different from their father’s while respecting the values. We see less of the phenomenon of wanting to show off one’s social status on the wrist. Instead, collectors prefer authenticity and exclusivity. I believe that the made-to-measure market is going well, and that it’s not going to stop anytime soon.
The watch industry is embracing digital technologies, from NFTs to blockchain certification. Is Jaquet Droz exploring these areas?
We are open-minded. In the past, we have already created and sold a piece with world-renowned designer Shirley Zhang: the Grande Seconde Répétition Minute Shirley, accompanied by its NFT extension. This was at the first Shanghai Jia He winter auction. We will do it again if one of our collectors wishes.
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Finally, what excites you the most about the future of Jaquet Droz? Are there any upcoming projects or innovations you can hint at?
We have many research and development projects. Both on subjects such as Métiers d’Art, which we reinterpret, and on research into new materials.
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