Perspectives

Structural analysis of horology — brand positioning, market cycles, and the craft–commerce tension.

The collection · 89 essays

Blancpain: Why the Oldest Name in Watchmaking Still Has Something to Prove

Blancpain has one of the strongest origin stories in Swiss watchmaking, yet the brand’s modern importance...

Ulysse Nardin is most convincing when it refuses to behave like a heritage brand. The...

Nomos Glashütte is easy to underestimate because its watches do not shout. That is partly the point. In...

H. Moser & Cie is one of the few modern independents that understood an uncomfortable truth...

Piaget is easiest to misunderstand when it is doing exactly what made it important. The bracelets are too polished,...

Chopard is one of the few watch companies that can produce a Geneva Seal micro-rotor calibre, sell a diamond-set...

F.P. Journe is now discussed as a market phenomenon, but that framing is too convenient. The more useful way...

The most important thing about Richard Mille is not that its watches are expensive. It is that...

The most important thing to understand about Tudor is that it was never designed to be independent in...

Zenith has one of the strongest technical résumés in Swiss watchmaking and one of...