September 30, 2022
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“We consider while you purchase a watch with a lot behind the product, it’s essential to enter the church and hearken to the speech of the priest,” Mr. Biver stated. “What I’m concerned with is the soul and feeling of the watch. The phantasm that while you put on the watch, it’ll shield you. It’s completely irrational, however that’s love.”

On the video name, Pierre Biver, who joined from his dwelling in Lausanne, Switzerland, stated that till he was about 15 years previous, he “sort of rejected the watch world.” By the point he was 18, nonetheless, he started to understand the worth of his inheritance.

In 2018, after starting his research towards a bachelor’s diploma in economics on the College of Lausanne, Pierre took two years away from faculty to intern in London on the headquarters of the Phillips public sale home, the place, he stated, he “obtained a really feel for the way the market was evolving.” He returned to the college however left once more this 12 months, within the midst of his second 12 months, to discover alternatives in watchmaking.

“I at all times had one foot within the watch trade,” he stated.

And despite the fact that Pierre acknowledged that he and his father, whom he referred to as his idol, have disagreements “day-after-day,” he doesn’t query JC Biver’s ultratraditional distribution technique.

“It’s going again to the roots,” he stated. “My era, 20-year-olds, need to purchase one thing greater than only a product. They need to purchase a set of values.”

Jean-Claude Biver stated that he and Pierre had mentioned the concept of a household model for a while however that the true catalyst got here final fall, when Mr. Biver had an accident whereas driving his mountain bike close to his dwelling and spent three months recuperating within the hospital.

“I had three months to consider the significance of life and well being,” Mr. Biver stated. “I knew I wanted to return to my ardour.”

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