Greubel Forsey: From the ultimate niche to connoisseurs who understand true value

In 2020, Greubel Forsey welcomed Antonio Calce, a leader of numerous brands, as CEO, marking a new phase for the brand. Until now, this niche manufacturer had offered watches to a select few collectors, but it reconsidered the guidelines it should follow in order to attract younger connoisseurs with a deeper understanding of their value. The resulting new Greubel Forsey watches, while still utilizing advanced manufacturing techniques, have undergone a major evolution, evoking a more contemporary feel than ever before.

A new approach to haute horology

Antonio Calce became CEO of Greubel Forsey in December 2020. Although his appointment came amid uncertainty due to the global pandemic, Greubel Forsey has experienced dramatic growth in the two and a half years since. From its founding in 2004 through 2020, the company's annual production volume was 90-100 watches, but by 2022 it had risen to approximately 200 watches, with sales reaching an all-time high. Behind this success was a doubling of the company's workforce (particularly in the finishing department) as well as the launch of watches in new segments and at new price points.

"With the new collection, we have focused on a more modern design while still respecting the brand's identity. Since our founding, we have also been pursuing the details of our movements, but we have also increasingly focused on improving the overall quality."

　Previously, Greubel Forsey produced a small number of watches and therefore only offered them to a limited number of watch enthusiasts and collectors. However, in order to strengthen its brand, the brand has shifted to a strategy of reaching out to younger generations of connoisseurs.

"To that end, we base our product development on five pillars. The first is innovation, which involves developing unique technologies. The second is hand-finishing and watchmaking. With regard to hand-finishing in particular, we spend 300, 400, or even more hours on each watch. The third is architectural design, which is conscious of multi-layered structures. The fourth is rarity and exclusivity. Not only do we limit the number of watches we produce, but we also only produce each caliber for five years, which is another reason why Greubel Forsey watches are extremely rare. The last pillar is precision, and pursuing precision also leads to improved reliability."

　Based on these five pillars, the "Convex" collection, released in 2022, was created for the younger generation. Crafted with a sporty look while making full use of the advanced watchmaking techniques the company has cultivated over the years, this watch truly symbolizes the new Greubel Forsey. There are currently four models in the lineup, but the "Double Balancière Convex" in particular boldly displays two escapements sandwiched between differential gears, exuding the company's signature originality.

　On the other hand, the "Ballancier Convex S²" also features an escapement governor tilted at 30 degrees, firmly expressing the brand's individuality, while its simpler structure than the previous model enhances its sporty atmosphere. Both models use titanium for the exterior to reduce weight, which can be said to be a modern approach.

　In addition to these new timepieces, Greubel Forsey formed a partnership with Yoshida, a watch shop in Hatagaya, Shibuya, Tokyo, at the end of last year. Cartier says that this partnership has made Japan one of its most important markets, and there is more news to come in Japan by the end of the year, so it won't be long before the brand reaches Japanese connoisseurs with discerning tastes.