e can only observe that horology, especially when it calls itself “high”, is rarely a barrel of laughs. It prefers to immerse itself in an atmosphere of solemnity, and the references it chooses to put out are chosen to magnify its own seriousness.
Hermès is one of the only luxury watchmakers prepared to take a step back, lighten up, and play around poetically with the timepiece as an object – as the brand has already demonstrated with models such as Le Temps Suspendu, L’Heure Masquée and L’Heure Impatiente.
Its recent L’Heure de la Lune model is in the same vein, totally and gracefully reimagining the moon phase, which has already been explored by a thousand watchmakers. It proved a success both aesthetically (and philosophically) and mechanically, for, in so doing, Hermès was also innovating in the field and refining its craft.
Freed from the superego of traditional watchmaking, Hermès can bring its own creative whimsy, humour and inspiration.
One of the house’s assets is that it has a number of different professions, which feed off and nourish each other. Freed from traditional watchmaking’s superego, Hermès can bring its own creative whimsy, humour and inspiration to bear, giving different forms, themes and expressions to the watchmaking crafts. It can also draw inspiration from its famous silk scarves.
“Grrrrr!”, “Awooooo” and now “Aaaaargh!” make a magnificent bestiary.


