Geneva Made Time Industrial and its sister company Alliance Genève both saw daylight in 2011 in Geneva. The former specialises in industrial production and the latter in the conception of movements, an activity that has already given rise to original calibres including a tourbillon and a perpetual calendar. A new name in the making.

Panta rei, said Heraclitus: everything flows. And everything changes, of course. Fortunately, I'm tempted to add. To be impervious to change is to be excluded from it, to remain out of time. Fine watchmaking, which is not only the custodian of time but its darling child and faithful interpreter, does better than slavishly follow mutations; it anticipates and shapes them. By forecasting new trends and imagining new models, by keeping alive a tradition that never takes its eye off the future.

Thanks to them, watchmakers speak the same language. While standards have had a considerable influence on quality, they can also be a key facet of brand strategy.