Horrorlogy - Horology

John LINDGREN

Bruno Grande of Wyler-Genève: the Watch that fell from the Eiffel Tower

In the rare stratosphere of Haute Horology filled with platinum matte limited editions, chronographs, grand complications, double tourbillions amazing timepieces selling at astronomical retail prices there is a lesser known, yet unique star named Wyler established in 1896 by a Swiss watch maker Paul Wyler the 'Inca flex" inventor.

In 1954 two Wyler Incaflex wrist watches were dropped from the top of the Eiffel tower in Paris, a 300m vertical plunge. The time pieces survived the highest wrist watch free- fall in the world putting the Wyler Incaflex balance wheel concept firmly in the horology history chronicles.

Today, Wyler-Genève is a prestigious Swiss watch marque still manufacturing the most robust, mechanical and shock-resistant timepieces, including the titanium and gold Tourbillions.

Prestige Magazine recently interviewed Bruno Grande, Deputy-CEO of Wyler-Genève. Mr Grande is an Italian who has been living and working across the border in Switzerland for seven years previously with the giant Swiss watch group Swatch. Extracts from the Prestige interview:

Do you remember your first watch? "I remember receiving my first watch from my godmother - but unfortunately I cannot remember which brand it was”.

What is your latest wrist watch purchase?

Bruno Grande says: "Since I started working with Wyler-Genève I am not buying any more watches! I am constantly experimenting by wearing different prototype Wyler-Genève models, changing the dials and the bracelets in order to gauge opinions among my friends and business partners."

As all watch professionals are inveterate collectors also Mr Bruno Grande has his private horological acquisition of 250 pieces. And his favorite watchmakers are Hublot, Jacquet-Droz, Omega, and Patek Philippe.

Regarding this year's coming BASEL WORLD THE WATCH & JEWELRY SHOW from April 3-10 what about the trends in sport & dress watches?

Bruno Grande elaborates: "In the run-up to the BASEL WORLD watch fair, all of the world's major watch brands like to play their cards very close to their chest. The trends only become apparent after the fair and it is difficult to predict them. However, I think there will be a continuation of the trend towards "tone-on-tone" models, which maintain a consistency of colour tone in all aspects of the watch; case, dial, hour markers and hands, bracelet etc."

Regarding the materials; gold, steel and platinum Wyler-Genève Deputy CEO explains "my favorite material is titanium, for it's light weight, it’s robustness and anti-corrosion properties. I also particularly like its "self-healing" property".

Any highlights at the coming 2008 BASEL SHOW?

"For the reasons I have already mentioned, it's hard to predict the highlights at the Basel Show, because all the brands will be competing against each other to set themselves apart. But, Wyler-Genève will launch an interesting world-first-in-the industry that will be difficult to match".

What about the watch fairs W-G attends except Basel?

"Aside from Basel, we are also present at the JCK Show in Las Vegas, the Doha Jewellery & Watches Exhibition in Qatar and the Antalya Jewelry, Silver & Watch Fair in Turkey, says Grande.

How important is Asia and Thailand Wyler-Genève for?

"Both Asia and Thailand are very important markets for us. The keen interest in the W-G brand after our Asian launch in Beijing last year which coincided with the 100th anniversary of the 1907 Wyler-Geneve, Paris-Beijing long distance car race, for which we were the official timekeeper. And our recent Singapore launch in resulted in a significant number of regional orders.

And how much of your trade is in Asia? "the Asian markets account for 20 percent of our business" explains Bruno Grande.

Tell us about the Wyler-Genève 2007/2008 collection.

"This collection is based on a unique three-piece shock-absorbing case that houses the movement in a ultra-strong titanium container. All the models in the current collection use this unique case: a limited-edition of 3,999 self-winding chronographs featuring the inimitable Incaflex balance wheel invented by Paul Wyler in 1927, which is available in 18-carat red gold, titanium and stainless steel; a manual-winding Tourbillon with manufacture movement available in 18-carat red gold and titanium with a limited edition of 24 pieces, including 8 special Paris-Beijing units and also the limited edition of 25 Wyler-Zagato watches, featuring a dial designed in co-operation with the Italian super car designer company Zagato. The Wyler-Zagato watch uses a new manual-winding movement with an 8-day power reserve. With "F" for full and "E" for empty (tank). Just like the fuel gage of a red Ferrari 250 GTZ – Zagato designed! The Wyler-Zagato was launched at the Geneva Motor Show in March 2007. "I'm very proud of the watch with partnership with Zagato


“You have not yet visited Thailand but you say you like the Thai cuisine, which are your favorites dishes”?

"My favourite Thai dishes are Pad Thai and Panaeng Muu" explains Bruno Grande.

And finally what is your business philosophy - your motto?

Personally I like the adage: "the best strategy for the future is to ensure that there is a future" this motto has meanings on different levels, for example that we should always be looking ahead long term, but we should consider the future of our planet, mother earth in a wider context.

This is why W-G became the first Carbo Neutral watch company in the world. And Wyler-Genève will continue to carefully to consider the environmental impact of all its actions with possible reductions of all carbon dioxide emissions".

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