The launch in a crisis

Developing the total proposition – from the inventions of the technology to launching a brand – is a multi year and multi million journey, and the target was to be ready by summer 2009. Coming out of the booming beginning of the new century, it was judged that the biggest problem would be how to ramp up production without compromising the quality and individual bespoke attention for each and every customer. While the global crisis was heating up during the latter part of 2008 and the first part of 2009, the dilemma arose: Is this the right time to launch a brand selling time pieces that starts at €50K, or should we put everything on hold and wait for better times to come? And against what everybody advised, the brand launch was not postponed, but pulled forward. If we want to understand the true value of our idea, we need to be able to succeed even during the peak of a crisis. The brand never looked back, and is only more convinced that doing the counter intuitive, rarely is the easy way but often maximizes changes of success.

Mission & belief

wrapping up, we want to be an authentic independent Monegasque watch company dedicated to create the next generation of the world’s most desirable time pieces. Monaco’s contemporary Culture, Beauty and Imagination are what we are built on and inspired by, culminating into our commitment to create a legacy. What unites us is the belief that life is not only about luxury, but luxury sure is life!

What’s next?

The clear intention is to make this into a long term success, and developing a brand is not a sprint but a carefully orchestrated marathon. We want our experiences to seduce people into a moment of indulgence for themselves, a statement to others and a degree of distraction from reality, a skill that unfortunately we often lose while growing up. The brand’s ambition is to be bespoke, which is why only a limited series is made of every edition before moving on to the next endeavor in the collection. No lofty sales targets are being chased, but instead there are strict quality and customer satisfaction targets: Every person owning an Ateliers deMonaco time piece needs to be convinced they bought something substantial for generations to come. Expect continued innovation in the quest to leave a legacy.’

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