“W
e had several points of sale in Asia... but only
one in Switzerland. This is paradoxical for a
watch brand that wants to source 100% of
its production locally. We had to react,
as we wanted to launch our new model.”
As explained by its co-founder
Christophe Musy, the watch manufacturer
Mauron Musy – a spin-off
from a watch supplier based in the
Broye region in Switzerland – has
decided, like many other start-ups,
to use participatory financing.
However, there was no question
of using the global Kickstarter platform
– “we didn’t want to bypass retailers”
– or Raizers – “we didn’t want to
split our capital between 400 people”. The
brand finally opted for a regional crowdfunding
model. Christophe Musy explains:
“One of our contacts in the Broye told us that he
could find us a hundred customers on the spot! That
got our attention.”
From global to local
The participants in the scheme are involved in the
production, and they also become ambassadors of the
brand. They can choose customisations from a total of
100 numbered watches. Above all, they benefit from
a 50% discount on the new Armure Collection model,
the MM-03 in titanium, whose retail
price is set at CHF 9,700.
There was no question
of using the global
Kickstarter platform:
“We didn’t want to
bypass the retailers.
The first results are encouraging: “We
have selected people who could increase
our visibility. And word of mouth
works well. Some 90% of the participants
come from the Broye region. We
have many entrepreneurs among our
ambassadors. One of them even wanted a gold case on
his watch that is water-resistant to 30 atm!”
This new addition to the Armure line also takes the
brand, known for its seamless waterproofing system,
in a new direction. It is the first series to be equipped
with a homemade calibre – precisely in order to anchor
Mauron Musy as much as possible in its region.
Previously, the brand used standard EMC (Eterna) calibres,
but this option was increasingly out of sync with
the brand’s philosophy. The firm has now established
a partnership with movement specialist La Joux-Perret
to develop a manufacture calibre. The new models therefore
have a Swiss Crafted label, a substitute to Swiss
made launched by Mauron Musy, “certifying that 100%
of the watch has been developed, manufactured and
crafted in Switzerland”.
A first prototype of the MM-03 titanium
Armure model was presented
at the Basel fair last year. As well as
having a new calibre, the design of
the series has been completely revamped, with more
contemporary lines. Several specialisms, including
dial manufacturing, have been brought in-house.
In parallel with this original fundraising campaign,
the brand is now looking to expand its retail network,
particularly in Europe and the Middle East. “We started
by selling directly on Instagram and financing the
whole development ourselves. Now we want to build
strong partnerships with quality players.” Around 200
of the new models are being manufactured. The official
launch will be in February 2019.
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