For episode 18 of the SJX Podcast, we sit down with Sylvain Berneron, founder of one of the most talked about new brands of the past few years. Fresh off the launch of the brand's first complicated model, the Quantième Annuel, Mr Berneron breaks down what it takes to start a watch business and stay on pace to produce a new model every year.

Show notes:

00:45 - Fine art to industrial design

03:35 - How to launch a watch brand

07:40 - 10 employees means capacity for breadth and depth

14:15 - A new movement every year; is this sustainable?

17:00 - Gold rather than brass for the movements

21:25 - Simple to complicated: the product progression at Berneron

29:15 - The house style of movement finishing

34:45 - Tiered pricing to reward collectors who take the biggest risk

38:30 - Real-world impact of big auction results

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