The Business of Watches Podcast – Armin Strom Co‑Founders Serge Michel and Claude Greisler
Armin Strom, a pioneering independent watch brand, continues to innovate under the leadership of childhood friends Serge Michel and Claude Greisler, who took over the company in 2006. Michel brings a family‑business perspective, while Greisler contributes his expertise as a watchmaker and engineer. Together they have maintained the brand’s reputation for groundbreaking skeletonizing techniques and have expanded its reach by producing unique timepieces that push contemporary horology forward. Based in Biel/Bienne, Armin Strom designs and manufactures most components in‑house, including proprietary movements, allowing for meticulous decoration and finishing. The brand’s commitment to craftsmanship and technical excellence has solidified its status as a true original in the increasingly crowded field of Swiss independent watchmaking.
Buying Time Analysis: The story highlights how Armin Strom’s innovative watchmaking, driven by founders Serge Michel and Claude Greisler, exemplifies the resurgence of independent Swiss horology, showcasing the brand’s pioneering skeletonizing techniques and in‑house movement production that push the boundaries of contemporary watch design.
