A watch window in rive gauche Geneva, Switzerland 

Swiss made watches- They look beautiful, and work wonderful, when it's Time, WHO will service them?

Swiss watchmaking can be best understood as an Industry linked with several factors, of which the most important ones discerning quality and superb workmanship would be Production, Marketing, and SAV.

Production- Several years ago, when the Japanese emulated the feat of removing the Swiss from their high pedestal of high end quartz watch pricing- quite veritably the Swiss watch industry nearly collapsed! It wasn't prepared for the manifold changes that would take it to the brink of bankruptcies and moral dilemmas. Some high end companies even relished the challenges that lay ahead, some folded over, and some looked ahead. The single most important contribution ever made by any person, has got to be Nicholas Hayek one man responsible for the renaissance of the modern Swiss Watch Industry, by way of competition, hardiness, common sense approaches and sheer genius.

Although, the Art of Horology is ingrained in most watch companies, significant advances had to be made in order for the Swiss Watch industry to be known for their all time greatest achievements, and none more so than modern Swiss watches and the worldwide recognition of the Swiss Made label.

When you have 200-300 years of advancements in any field, be it genetic or hereditary, all it takes is a few good watchmakers to then create and metamorphose what was known as a cottage Industry and convert it into a worldwide phenomenon. Eventually it was simplicity, and a term known in Swiss Watchmaking circles as 'Value Addition' (Valeur Ajoutee)

Anything can be termed expensive, but technical genius almost always has a different price. More so, the new generation of Swiss Watches and movements, and terms like 'superlative' spring to mind.

Most of these advancements have been linked to the rapid acceleration from the early 1990's upto present day, were it not for the Swiss IT industry, and fantastic Banking facilities alongwith the World wide Swiss travel vision- Swiss Watchmaking would be differently poised. Technically, the Swiss way of life, determination, drive and discipline- these three very important D's alongwith  some Do's and Dont's make for an irresistible combination.

Production depends quite seiously on these norms.

Marketing-  The CARTIER-EBEL partnership from the early 1980's formed in my opinion, the most fabulous money generating and brand image launches ever. It all started with a clandestine meeting betwwen Pierre-Alain Blum, and Alain-Dominique Perrin- two visionaries searching for solutions within the chaotic scenarios of the early 1980's Swiss watch decline. Much has been written about these two gentlemen, and much was history before that knowledge was even given out, for they were sowing the seeds of the future, and hence were very secretive.

I had the good fortune of following the story as it unfolded, P.A.B. for his part in Ebel's history was eccentric, genius, megalomaniacal but a downhearted and approachable character. One could always meet him, and he did go out of his way to entertain the Industry with Ebel's many sponsorships and lucrative advertising dealings.

CARTIER, went on to become the huge world wide phenomenon alongwith many other brands which performed like for like in healthy competition.

Thus began, the link between communication, press releases, advertising- and pure and simple human lust for articles of pure beauty- Jewellery or Watches.

What we see today, with superstars of Hollywood or of the sporting world, promoting Swiss watches and Jewellery is but the newest avatars of time tested communication, advertising, press releases and amazing imagination.

What lends credence to the factual, is that Swiss watch Production has in fact kept up with the demand for Swiss watch products. So, Marketing plays a huge role in the World domination of Swiss Watch companies and has been going hand in hand with modern day lifestyles since then. The Swiss Made label is the outcome of fancy advertising, fabulous products, and creativity. Not for nothing is it the world leader in Horological products.

SAV- The understanding of SAV structure is so important for Swiss Watch companies and their partners worldwide. Take for example a medium sized company, in order for it to grow exponentially, it has to undertake an exercise of plenty in providing to it's clientele an honest and disciplined environment where their time pieces can be serviced after their sale. Hence, the term SAV, or Service Apres Vente- After Sales Service.

The SAV sectors of many companies teeter on the brink sometimes, and if one is not disciplined like a Swiss trained watchmaker is, it is easy to lose sight of the ball! One series of mistakes, and the resultant chaos and damage that can occur is monstrous. A Brand image can be lost, or damaged forever.

Since it's inception, the term SAV, has been known in Swiss watch circles as the make or break factor of the brand. Surprisingly, young upstarts today, who have no clue whatsoever are being hired into the watch industry. The damage is sometimes done on a worldwide scale! Some scanarios really scare me, in the sense, that most CEO's are out there promoting their products and leave the rest of the SAV direction in the hands of people who are not so patient as before, indeed the world is not patient anymore with an increasing number of fine products to choose from. When you spend thousands of dollars, on a remarkable Swiss made label watch, it is especially not nice to be told incorrect things about the upkeep of your watch, or worse, being given the run around! Mind you, the clients are watching, and they will not buy the same product if treated the same.  

The absolute truth is that, instead of SAV being part of the business, in some companies it is being sidelined. Watchmakers needed for the SAV process are being used in the manufacturing process. There is great debate on this in Switzerland, and I am sure worldwide the phenomenon of lesser watchmakers and increasing workloads means that Swiss watchmaking is poised on the brink, if only just.

Intelligent SAV- savvy companies understand this, and come out with new modules of training, and help their watchmakers need worldwide. Whether in terms of tools, machineries, or latest techniques. Investment in SAV, is also reaching for the stars, the SAV needs (In terms of tools and machinery) of a typical Swiss trained watchmaker's workshop now surpasses his yearly gains!

(to be continued)

 

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