The Briefing Tyler Brûlé is joined by Jean-Claude Biver for a look at the art of watchmaking
Dec 24, 2025
In this engaging discussion, veteran watch industry executive Jean-Claude Biver shares his insights on the art of watchmaking. He forecasts an optimistic recovery for the market and highlights the importance of substance and personalized exclusivity in products. Biver passionately defends the value of human craftsmanship against automation while advocating for workplace culture rooted in passion and shared experiences. He also emphasizes the need for innovation in Switzerland and encourages the youth to find their creative passion for a brighter future.
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Substance Over Marketing
- Jean-Claude Biver predicts a recovery and expects luxury products to shift from marketing-led to substance-led offerings.
- He expects more personalised, exclusive products and says his brand will reveal a new vision in six to nine months.
Make Retail Educational And Service-Led
- Focus retail on education and service, not only on the product display.
- Offer customers stories, learning and additional services to create lasting value beyond price.
Italian Cultural Trip That Built Loyalty
- In 1979 Biver took 113 employees on a five-day cultural trip to Italy, creating a lasting emotional bond.
- That memory still attracts people to work for him and illustrates how humanity beats salary alone.