Watches Podcast: Formex CEO and Dexel Head of Product Development Raphael Granito
Formex, a Swiss watch brand founded in the early 2000s, gained recognition for its proprietary case suspension system and bold designs inspired by the concept of “forme extrême.” After the 2008 financial crisis nearly halted its operations, the brand was revived in 2016 when Dexel, a Swiss component maker, took over. Under the leadership of Raphael Granito, a member of the Dexel family, Formex has leveraged Dexel’s manufacturing expertise and R&D to create innovative, affordably priced Swiss‑made watches. The recent Aria model exemplifies this direction, featuring an integrated‑bracelet titanium case, an ultra‑thin micro‑rotor movement, and a price below CHF 6,000, a notable increase from the brand’s earlier average of CHF 1,800. The company’s growth strategy emphasizes “designeering,” combining high‑end finishing, unique components such as meteorite dials, and advanced clasp systems, while focusing on direct‑to‑consumer channels rather than traditional retail. This approach has resonated especially with U.S. customers, now the brand’s largest market, and has positioned Formex as a distinctive player that balances upscale craftsmanship with accessible pricing.
Buying Time Analysis: The story highlights Formex’s revival and innovative “designeering” under Raphael Granito, illustrating how strategic leadership and Dexel’s resources can revitalize a niche Swiss watch brand and impact the luxury market.
