Watch men
In April 1984, amidst a collapsing Swiss watch industry, Jacques Piguet and Jean-Claude Biver set out to revive the Blancpain brand. They faced significant challenges due to the rise of quartz technology, which had made traditional Swiss mechanical watches obsolete. The narrative traces the origins of Swiss watchmaking back to the 1540s in Geneva, highlighting how artisans adapted to societal changes and technological advancements over the centuries. As demand for precision grew, Swiss craftsmanship thrived until the quartz crisis, which saw the market flooded with cheaper, more reliable Japanese watches, leading to widespread job losses in Switzerland. Despite the turmoil, Piguet and Biver's bold strategy to focus on luxury, handmade watches marked a pivotal moment in the industry's revival. Their approach, emphasizing craftsmanship and emotional value over mere functionality, resonated with consumers, allowing them to carve out a niche in a market dominated by quartz. The eventual creation of the Swatch brand exemplified a successful blend of affordability and Swiss quality, revitalizing the industry. Today, Swiss watchmaking is a multi-billion dollar business, commanding a significant share of luxury watch revenues worldwide, proving that the quartz crisis was not the end but a renaissance for Swiss horology.
