Stop the clock: Watches of Switzerland’s Craig Bolton on the allure of independent watch brands

In the world of luxury watches, the names that dominate the conversation are often the big players, such as Rolex, Omega, Hublot and more. These brands are synonymous with prestige and craftsmanship, setting standards that collectors and enthusiasts strive to meet.

However, a quieter revolution is happening beneath the surface, one that is reshaping the very definition of luxury in horological circles: independent watchmakers.

Unlike the mass-market luxury giants, independent watch brands like MB&F, Arnold & Son, H Moser & Cie, Czapek and Bovet are able to operate outside of the usual constraints to create unique — and delightfully disruptive — timepieces that offer up something new, whether that’s design language, style references, or feats of technical brilliance.

And one advocate for independent watch brands is Craig Bolton, president of UK and Europe at Watches of Switzerland. The UK’s largest luxury watch retailer, Watches of Switzerland boasts 15 showrooms across the UK, including dedicated Rolex and Jaeger-LeCoultre boutiques, selling more Swiss brands than any other UK retailer. Now, for the first time in its 100-year history, Watches of Switzerland is welcoming a portfolio of the finest independent brands under its prestigious roof — launching in the flagship Knightsbridge showroom.

“[Knightsbridge] was chosen to create a discovery centre and expand the current selection of brands. By refreshing the layout, there has also been the opportunity to introduce new brands to the showroom, creating a retail playground for watch collectors and enthusiasts alike,” says Craig. “In addition to every showroom, you’ll find the same warm welcome and personal approach, where no question is too hard and no request too much.”

In addition to its status as a retailer and Rolex Certified Pre-owned dealer, Watches of Switzerland is a partner of the Academy of Creative and Independent Watchmakers (AHCI) to champion the future of watchmaking.

Here, Craig tells us more about the unique magic of independent watches — and what’s next for Watches of Switzerland.Craig, congratulations on Watches of Switzerland’s 100th anniversary.

Thank you. This is a landmark year for Watches of Switzerland, and I am incredibly proud of everything we have achieved. We have had great support from many of our brand partners and have a range of exclusive limited-edition centenary pieces for sale in our showrooms. We started the year with the hugely successful launch of the Louis Tank Cartier and followed on with two timepieces from Bulgari, to name a few.

What is driving the demand for independent watch brands?
There are three big factors that we believe have driven the demand and interest in these exciting independent brands – the scarcity of some products, the timepieces these independent brands are producing and the distribution of these brands. There are fewer retailers able to offer these brands under one roof and we are delighted to be able to do so. We also want to be good advocates for the industry and support the smaller watch making companies, as well as the larger watch houses we are traditionally more known for.

What are some of the unique elements of an independent brand?
Independent watch brands like MB&F, Arnold & Son, H Moser, Czapek, Bovet and Nivada Gretchen distinguish themselves through innovative design, artisan craftsmanship, exclusivity, personal stories, technical innovation, customisation, artistic expression — and a strong sense of community. Each brand offers a unique perspective on watchmaking, appealing to collectors who value individuality and creativity in their timepieces.How has consumer interest grown?

We knew that our clients would respond to a vast array of brands with different designs, price points and levels of notoriety. Our clients are horological experts and are continually seeking to evolve their knowledge and collections. [They] range from first-time buyers to seasoned horologists; our main objective is to ensure anyone leaves our showroom having had the very best experience, with the timepiece of their dreams upon their wrist. While the majority of our clients only buy one watch in their lifetime, there is a growing population of collectors and watch lovers who typically own seven-plus watches.

What trends are catching your eye as we go into 2025?
Watches & Wonders 2025 will start in April, and I cannot wait to see key trends that will be revealed. It is always such an exciting show, and I am waiting eagerly to see what 2025 holds. My guess is we will see a mixture of amazing innovation in design and aesthetics as well as brands keeping one eye on commercial price pointing.

watches-of-switzerland.co.uk

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