What is the vision of the CEO at the helm of niche manufacturer Greubel Forsey?

The WatchTime editorial team sat down with Greubel Forsey CEO Antonio Calce to discuss his passion for watches and his vision for the future of Greubel Forsey.

Antonio Caltier became CEO of Greubel Forsey in December 2020. An industry veteran and trained engineer, he has worked for Piaget, Panerai, and Corum, and served as CEO of the Sowind Group, which owns Girard-Perregaux and JeanRichard. WatchTime had the opportunity to sit down with Caltier to discuss his passion for watches and his vision for the future of Greubel Forsey.

Q. Why did you choose the watch industry?

A. I have always had a passion for watches. Coming from Neuchâtel, Switzerland, I have always been keen on watchmaking and design, so it goes without saying that I naturally had the desire to work in this industry.

Q. What was the first watch you bought? And what watch are you wearing now?

A. My first watch was a Baume & Mercier, and today I'm wearing a Greubel Forsey Balancier S2. This model is a watch in a new price range that combines design and modernity.

Q. Why do you think people collect watches?

A. To be collected, an item must have value. Its historical significance, uniqueness, distinction, manufacturing method, production quantity, and quality all contribute to its value. Watches are very interesting collector's items, as their value is created by a combination of various elements in an exquisite balance. Collector's items also need to be timeless.

Q. What is your favorite complication in a Greubel Forsey watch?

A. Yes, there are a few, such as the "GMT Earth" with a globe and the "QP Equation" with its equation of time display. Other impressive models include various tourbillons, such as the "Double Tourbillon 30°." These complicated mechanisms add a lot of value due to their high precision.

Q. What was the first change you implemented when you came to Greubel Forsey?

A. It's more of an evolution than a change. It's about ensuring a sustainable future for the brand and the 120 employees who work at Greubel Forsey. That means evolving and implementing a global vision and strategy through new product offerings, distribution and communication, all while leveraging our exceptional craftsmanship.

　It's incredible what Greubel Forsey has achieved in just a few years, but we can't rest on our laurels. Greubel Forsey is always pushing the boundaries and looking for ways to go one step further. This mindset is shared by Robert Greubel, Stephen Forsey and the entire team, and our collaboration is incredibly exciting. Our responsibility is to always maintain this drive for excellence, and my own Master Plan will ensure that this direction continues for many years to come.

Q. I understand that one of your goals at Greubel Forsey is to increase sales volume in the CHF 20 to CHF 35 price range. What is your target demographic and market?

A. We believe that expanding our customer base is important for the future of the brand. Of course, we will continue to maintain our specialty. We will appeal to a younger customer base by offering new products at new price points and incorporating design and modernity into our timepieces. However, we will also continue to value our existing collectors.

Q. Your current annual production is about 100 bottles. How do you plan to increase this number?

A. We will never compromise on quality, so we will focus on efficiency. We have already taken steps to produce and deliver more than 180 watches in 2022, which will be a significant increase in production.

Q. Increasing production will require more employees and training. How do you envision your team growing over the next few years?

A. Team growth is essential, but at the same time, we believe it is also essential to develop our core facilities. We have secured land near our current workshop and are currently in the midst of a major expansion plan to incorporate a new workshop and atelier.

Q. With limited production numbers, it seems natural that a special customer group will emerge. What would you say is the “typical” Greubel Forsey customer?

A. Until now, our products have been very niche and only appealed to a certain group of special collectors. From now on, we will approach a younger customer base by evolving our proposed products in new price ranges, but our customer base will remain special, with a deep appreciation for quality, craftsmanship, and authenticity.

Q. What role does the American market play?

A. The Americas has always been a strategically important region for us. We have had great success in the region over the years, but there is still much potential for development. It is a strategic and important market for Greubel Forsey and has great potential for growth, so we will be prioritizing it for significant investment over the next two years.

Q. Recently, there has been an increase in sporty watches. Will Greubel Forsey also produce watches for women?

A.Of course, we are considering expanding into the ladies' watch field.

QIs e-commerce part of your strategy?

A. E-commerce is not currently part of our strategy. As an independent brand, personal contact and service with our customers remains an essential part of our business. As part of that, we are currently expanding our Certified Pre-Owned program, which will incorporate e-commerce elements. However, our personal, hand-to-hand style will remain the same.

Q. Communication is a key strategic element. How do you educate young collectors on the value of investing in a Greubel Forsey watch?

A. It is true that today we need to talk about the brand. We need to let people know about the unique product that Greubel Forsey offers. We are embarking on a new vision for this, so that we can take it a step further.

Q.Which model is your favorite in the collection?

A. I really like the GMT Sport, which was released earlier this year. It has a very modern look, is comfortable to wear, and is very light thanks to the titanium construction. However, I cannot ignore the Handmade 1 and Grande Sonnerie, which are masterpieces of watchmaking!

Q. If you could change anything in the watch industry, what would it be?

A. Personally, I think this industry is blessed with great know-how, but with the exception of a few brands, I think the products lack creativity and differentiation. Also, new customer segments need dreams, and to achieve this, we need to be more creative in our communication.