5 minute read
Oliver Ebstein, CEO Chronoswiss
Interview
SEZNO BENSON
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Oliver Ebstein
CEO Chronoswiss
What’s the story and moments behind buying Chronoswiss?
I had always been a huge fan of Chronoswiss and had been admiring the brand´s history and its role in the renaissance of the mechanical wristwatch in the 1980´s and 90´s. So when I was introduced to the founder and former owner and he told us he was looking for a successor, I took a chance.
How has been the on going journey
Of course, to me it often feels like a dream come true, although there are also demanding times for a family company, especially in this crazy year we´re in. Leading a watch brand has proved to be a huge challenge, but also a very rewarding and exciting one.
What has transformed since you bought the brand?
First of all, when I became CEO of Chronoswiss, I introduced plans for a new headquarters. After relocating the brand to the beautiful city of Lucerne in Switzerland, I am proud we managed to establish our very own inhouse atelier with facilities for highfire enamelling and rose-engine turning, as well as other historic techniques, such as the skeletonization of dials and movements. It was not easy to get hold of the equipment as this is mostly historic, too. But we succeeded in finding two ancient rose-engines, and also the capability to operate them. Apart from this, it was quite a long process of streamlining the collection and sharpen our profile. In order to do so, we realized we had to go back to the roots of the brand, i.e. the Regulator model (which was the first real Chronoswiss timepiece), and decided to focus on regulator style dials with a modern approach on design and materials.
How have the models and references moved from then to now?
Soon after the launch of the first Chronoswiss Regulator, the brand was well-known among watch enthusiasts and was growing and prospering. However, it was not until my wife and I decided to buy the company from the former owner, Mr. Lang, when he retired in 2012, that the iconic Regulator model was given the full attention and became the center of a whole collection. Our aim was to focus on the brand´s very own DNA, so we chose to reinterpret the regulator-style dial for the 21st century and created what we call the “Flying” Regulator with its innovative, 3-D dial constructed on several levels (to the effect that the top level seems to float or to “fly”…). With every year, there are new complications and varieties, all being based on the Regulator. So the history of the brand has always been linked to our most important model.
You are just launching your first Tourbillon ? Please tell us about this story ?
To be precise, it´s not our first: In the year 2000, Chronoswiss had already created the word’s first regulator tourbillon, called Régulateur à Tourbillon. To celebrate the 20th anniversary of this achievement, we decided to design a new interpretation – a modern mechanical timekeeper with a unique regulator setup and a hypnotizing handmade guilloche. It will be launched shortly (Oct 22), so please watch out for it.
How has Patrik Hoffmann, for CEO of Ulysse Nardin , been significant in your rebuking and transformation ?
Patrik has been a close friend of the family and the team for many years now and he is an excellent sparring partner when it comes to the watch industry. He has a vast knowledge in the industry and a sharp mind and often acts as the devil´s advocate. He helped us a lot to push the Regulator Story Strategy forward.
What is today the precise DNA of the brand?
Apart from the regulator aspect mentioned above, our DNA is defined by what we like to call “Modern Mechanical” horology: The courage and ability to dissolve the conventions of customary watchmaking in order to create fascinating timepieces combining both century-old handcrafts and innovative materials and technologies.
We are aware that your wife and you have travelled in Africa and love Africa , tell us a little about this
Africa is a dream! We love the people and the endless variety of the wild countryside. The wide open space is a real luxury.
Before marrying my wife, we went on a long journey from South Africa to Namibia, Zimbabwe, Botswana, Malawi, Zambia and Tansania, for a couple of month, only with the bare essentials, an old Toyota truck and a tent.
Did this in anyway influence your decision to invest in Nigeria ?
Not really. For me, an investment is based on people, trust and the product (in this case, Deremi’s business).
How did you meet your partner in Nigeria , Deremi Ajidahun ? What’s plans do you have together for the brand in Nigeria.
I met Deremi some years ago in Basel for the first time. I had a good feeling from the very beginning. It was this year when we met again in Geneva and Deremi got convinced about the product. I guess also for him it is the same: people and product. So far, I only know little about Nigeria, but I trust Deremi is the perfect partner. I am very much looking forward to learn more about this fascinating country.
Have you ever been to Nigeria ?
No, not yet- but I hope to get a chance to visit soon
Who do you see as your target market :
The Chronoswiss customer is a non-conformist person with a strong mind who looks for something different. He or she is more interested in the quality and « savoir faire » of a product than in the brand name itself. With todays digitalization and the vast amount of online platforms/channels it gets more difcult to talk about a specific target market. We have Chronoswiss customers in all age groups and from very different backgrounds.
Partnering with a seasoned luxury retailer , how will you manage the pandemic crisis , will it slow down your plans and when do you expect to be fully running 100%.
A crisis such as the one we are experiencing right now always slows you down. We had a difcult start into the year with a lot of uncertainties. With a 100% commited team that lives to the customer´s personal service expectations and fully understands what it means to be close and trustworthy with our partners I see good potential for the rest of the year. Unfortunately, we will only be able to get back to 100% next year and only, if we are not experiencing a new lockdown.
Finally do you have any message for your future potential Nigerian clients
While climbing the Kilimanjaro, I learned that personal victories are satisfying but shared victories are sublime.
