You are currently viewing Recommended Reading – The Drastic Change of Strategy of Jaquet Droz

Recommended Reading – The Drastic Change of Strategy of Jaquet Droz

The picture you see on prime of this text is a picture of the previous. I sadly can’t be extra diplomatic to announce that the Grande Seconde, an emblematic mannequin for the model, in addition to most present collections of Jaquet Droz, are gone. You might need observed that we haven’t lined a lot Jaquet Droz previously yr, not by selection, however just because there was nothing new to current to you. And the rationale for this has lately been defined in a well-documented article by Olivier Müller on Europastar – which may be learn right here, in French (or translated into English right here). There’s certainly a brand new, radically completely different, technique for Jaquet Droz. An abrupt change of plans that means reducing all present collections, closing all factors of sale, and as an alternative specializing in customized orders, direct relation with high-profile shoppers and focus on métiers rares and high-end horology. 

Jaquet Droz, for the previous decade, has been referred to as a distinct segment, luxurious model from the Swatch Group, producing watches in-house or with the assistance of the group’s sister corporations (some base actions by Piguet/Blancpain, for instance). Though with a comparatively low stage of manufacturing, the model has some nice inner abilities with in-house métiers d’artwork. Beneath the route of Christian Lattmann, CEO of the model for five years, the model underwent ups and downs, impacted by a set extremely targeted on one emblematic mannequin (the Grande Seconde), with a robust dependence on the Chinese language market (JD was traditionally robust in Mainland China) and an atypical experience on automatons. Add to this the pandemic disaster, and it was extensively identified that the model was in a fairly tough state of affairs for a couple of yr. M. Hayek and the Swatch Group thus appointed a brand new CEO, Alain Delamuraz, and he has a model new technique for the model.

Jaquet Droz Grande Seconde Quantieme 41mm 2020A traditional, immediately recognizable product of the model, the Jaquet Droz Grande Seconde Quantieme. And this can be a watch from the previous.

In Olivier Müller’s article revealed by Europastar, Delamuraz explains that “if the product is sweet, distinctive, completely different, if creativity is current, so the difficulty lies in the best way the product is commercialised. Jaquet Droz doesn’t meet the proper shoppers.” The brand new technique of M. Delamuraz is thus to face on the model’s experience however to hunt completely different shoppers, high-profile shoppers to be exact, trying to spend a minimum of 6-digit on a watch. He explains that, previously, “wasn’t Jaquet Droz as soon as a provider to the courts of China, Russia, England and even Spain? It doesn’t matter if we have been speaking about automatons and never watches, and that the purchasers of the twenty first century are not emperors however merchants?” The thought is, on paper, easy. The model received’t battle anymore within the conventional 10-30k luxurious watch market. It is going to be probably the most prestigious and unique model of the Swatch Group.

Jaquet Droz Grande Seconde Chronograph MonopusherOffered in 2019, the Jaquet Droz Grande Seconde Chronograph Monopusher was one of many model’s newest fully watches.

A direct consequence, which is already utilized as we communicate, the traditional watches from the Grande Seconde assortment – perceive right here metal or gold watches with a 5-digit price ticket – are actually all discontinued. When you take a look at the model’s web site, you received’t discover them anymore. The Grande Seconde Moon, the Grande Seconde Chronograph, the Grande Seconde Twin Time and the Grande Seconde Skelet-One are all watches from the previous. Solely high-end, 6-digit-plus fashions with a tourbillon or a minute repeater are nonetheless a part of the gathering. Watches nonetheless listed on the web site are principally automatons such because the Fowl Repeater, the Loving Butterfly or the Charming Fowl (all three being automatons) in addition to watches with métiers d’artwork dials.

Jaquet Droz Bird Repeater 300th Anniversary EditionThis Jaquet Droz Fowl Repeater is completely consultant of the watches that will probably be provided sooner or later by the model.

As defined by Müller, this represents “a shift as brutal as it’s dangerous: the Grande Seconde has at all times been (Jaquet Droz’s) business base, its figurehead.” Including to this that “it (…) was solely within the 5 figures. And this section not pursuits the brand new CEO.” Following this, all factors of sale have or will probably be closed. Relating to inventories at the moment accessible from retailers, “we’re going to provide retailers the opportunity of both disposing of them by the top of the yr or of taking them again immediately on the worth of the inventory.”

With this in thoughts, the brand new technique lies in two issues. On the watches, with the customization of current high-end merchandise (colors, straps, case, gemsetting choices) however principally the creation, per request of shoppers, of distinctive items, notably some complicated automatons, being watches or not. The second pillar of this new technique lies in a brand new commercialisation course of, which is able to solely be direct-to-customer or by means of a community of middlemen.

Such a degree of sale is one thing that received’t exist anymore.

Having learn this, it actually is an audacious, if not dangerous technique for the model. Olivier Müller ends his article on the truth that it was pressing to start out contemporary for Jaquet Droz. A radical new technique that we’ll actually discover within the coming weeks/months.

You may learn the entire article of Olivier Müller (in French) right here at