WatchPro's eyewitness account from inside Greubel Forsey
A recent visit to Greubel Forsey’s atelier revealed a blend of tradition and modernity, characterized by a stunning 17th-century farmhouse and a contemporary glass structure. The tour highlighted the brand's commitment to craftsmanship, employing around 130 skilled workers, including watchmakers, scientists, and engineers, dedicated to producing exquisite timepieces. However, the company is facing significant strategic changes, with a shift in production goals and pricing strategies, aiming to increase output while drastically lowering their average price point. During discussions with CEO Michel Nydegger, it became clear that the brand is navigating a challenging transition. The decision to significantly ramp up production from fewer than 100 watches annually to potentially 500, while concurrently reducing prices, raises questions about profitability and operational viability. Nydegger acknowledged the need for a strategic overhaul, as the current approach of maintaining extensive in-house manufacturing facilities for a limited number of high-end watches may not be sustainable moving forward. The future of Greubel Forsey hinges on how well it can adapt to these new market realities while preserving its legacy of extraordinary craftsmanship.
