“We imagine if you purchase a watch with a lot behind the product, you could enter the church and take heed to the speech of the priest,” Mr. Biver mentioned. “What I’m interested by is the soul and feeling of the watch. The phantasm that if you put on the watch, it’s going to shield you. It’s completely irrational, however that’s love.”
On the video name, Pierre Biver, who joined from his house in Lausanne, Switzerland, mentioned that till he was about 15 years previous, he “type of rejected the watch world.” By the point he was 18, nevertheless, he started to understand the worth of his inheritance.
In 2018, after starting his research towards a bachelor’s diploma in economics on the College of Lausanne, Pierre took two years away from college to intern in London on the headquarters of the Phillips public sale home, the place, he mentioned, he “acquired a really feel for the way the market was evolving.” He returned to the college however left once more this yr, within the midst of his second yr, to discover alternatives in watchmaking.
“I at all times had one foot within the watch business,” he mentioned.
And regardless that Pierre acknowledged that he and his father, whom he referred to as his idol, have disagreements “on daily basis,” he doesn’t query JC Biver’s ultratraditional distribution technique.
“It’s going again to the roots,” he mentioned. “My era, 20-year-olds, need to purchase one thing greater than only a product. They need to purchase a set of values.”
Jean-Claude Biver mentioned that he and Pierre had mentioned the thought of a household model for a while however that the true catalyst got here final fall, when Mr. Biver had an accident whereas driving his mountain bike close to his house and spent three months recuperating within the hospital.
“I had three months to consider the significance of life and well being,” Mr. Biver mentioned. “I knew I wanted to return to my ardour.”