Charles Girardier
bringing a historic brand to life
Charles Girardier had a strong legacy but needed to start rebuilding its legitimacy in a contemporary horological world where a historic name does not entitle a return to the elite.
LuxeConsult was asked by the entrepreneur re-starting the brand to figure out which elements from the past we could reflect on, to foster the brand for the future. Following this, LuxeConsult provided the watch design and product development skills required to create Charles Girardier’s initial product collections.
The trademark elements of the work produced by Charles Girardier L’Aine, a watchmaker who lived two hundred years ago, caught our interest with joyful mechanical complications and artisanal, highly-complex, handmade dials. We considered what Mr. Girardier would have done living and working in the 21st century, and came to two ideas from which the brand’s initial collection has been formed:
A mechanical complication displaying the monogram of Charles Girardier with two discs turning in opposing directions. This became the ‘Signature Mystérieuse’, a defining signature of the brand’s products and a feature that can be built on in future products.
On the aesthetic side, we designed dials with bold visual elements that make use of traditional techniques including engraving, Grand Feu enamelling, paillonage and many more.
The Charles Girardier Signature Mystérieuse Chevrons
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The support of LuxeConsult, like an experienced Sherpa, has enabled the Maison Charles Girardier to reach the most inaccessible heights of fine watchmaking thanks to product design and storytelling that has been staged in a way that is as audacious as it is invaluable.
/ Patrick Ulm - CEO and Founder, Charles Girardier /
The Laurent Ferrier Galet Traveller Prototype
Laurent Ferrier
Guiding brand strategy and building strong foundations
Laurent had a dream of recreating the wonderful timepieces of the golden era of the Genevan manufacture for which he had worked for several decades. When Oliver Müller joined the project as an advisor, the first timepiece had been already conceived as a quintessentially beautifully designed timepiece.
The challenge was to build a coherent frame around the product, with branding and an identity that would reflect upon Mr. Ferrier’s dream and values. Starting from a clean sheet on the branding side, Oliver laid the foundations for an eponymous watchmaking atelier, which wasn’t necessarily intended to become its own brand in the first place.
The success came immediately, primarily because we had built the brand with sound principles and values. Laurent Ferrier as a brand was immediately perceived as having the appropriate tone of voice, and of course an extraordinary product offering.
Oliver helped to launch and then manage the brand for more than three years, bringing it quickly to break-even with solid sales results.
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’Oliver did a great job building the brand, the visibility we have today, and contributing to what we have achieved,’…
/ Former CEO - Laurent Ferrier /
The New York Times - November 28th, 2013
Worked with
*not all clients or projects can be disclosed due to confidentiality agreements.