To stand still is to fall behind. Or as Darwin put it:
“It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change.”
Today, Jaquet Droz finds itself at a crossroads – the perfect opportunity for a new direction and a new dynamic, taking the form of an innovative ‘Vision 8.0’: embodying the essence of the brand and keeping it true to its roots, as well as in tune with customer expectations.
The first strand of the new strategy entails a renewed focus on the brand’s disruptive spirit: La Grande Seconde was a style revolution in its own right; the firm’s Automata are unparalleled; its Métiers d’Art craftsmanship creations are some of the most exquisite in Fine Watchmaking. Going forward, Jaquet Droz will be further highlighting these differentiating factors, concentrating its creativity solely on very high-value pieces. Henceforth, its watches will be Montres d’Art watches, accompanied by its own artistic showcase that in some instances may itself be a fully-fledged Automaton.
The second strategic strand is a fresh emphasis on the personal touch. Jaquet Droz will be further enriching its ‘Philosophy of the Unique’ – one of the Maison’s most distinctive characteristics down through the centuries, spanning continents, royal courts, and cultures. Jaquet Droz is becoming more exclusive still, and ever closer to its customers, more especially through two avenues: bespoke, prestige unique pieces, and collector’s items destined for customisation. Since there are as many aesthetic tastes as there are collectors, Jaquet Droz is currently working on developments that encompass them all by offering millions of possible combinations, enabling each customer to endow their timepiece with their own personality.
The third strategic focus is the application of a resolutely stylistic and technical emphasis to all the brand’s creations. Jaquet Droz will of course be preserving the historic themes that have forged its identity for the best part of three centuries, including the naturalism beloved of its customers. At the same time, the Maison will be gradually embracing a new style code to leverage the full potential of new materials and technologies. The Grande Seconde Skelet-One was a harbinger of this new dimension, which will be more pronounced in the future, adding a touch of cheek – or even chutzpah – to its unsurpassed horological expertise.
More agile, Jaquet Droz create a direct link between craftsmen and the customer. Unique pieces reflect the fact that every customer is unique: the brand will be drawing much closer to each of them, delivering more individual, personal service. Each piece will be accompanied by a tailor-made unboxing journey – even including an experience within its Ateliers at La Chaux-de-Fonds. Jaquet Droz is becoming more agile, seeking to leverage the ‘phygital’.
The identity of Jaquet Droz is clear, ever stronger and more resilient as it moves into unexpected new realms. Unique since 1738, the Maison will continue to be what it always has been: disruptive and visionary.