Perspectives

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

The collection · 113 essays

Parmigiani Fleurier: The Private Manufacture Making Restraint Collectible

The most revealing thing about Parmigiani Fleurier is not that it makes elegant watches; it is that the company had...

Girard-Perregaux is not an obscure brand. It is something more interesting: a historically important manufacture that...

MB&F’s most important invention was not a flying balance wheel, a battle-axe rotor or a...

Glashütte Original has the awkward advantage of being too substantial for fashion and not theatrical enough for hype. It...

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...