t just 29 years old, Anne de Pontonx has established herself as what she describes as an “entrepreneur of beauty”. Her passion for watchmaking is not rooted in family tradition; rather, it stems from a deeply personal journey and a fascination she has cultivated independently.

“I’m passionate about craftsmanship, the work of the hand and the creativity that shines through every object,” she explains. “I’m drawn to the historical dimension of vintage pieces, and I love the idea of passing that passion on to others.”

After studying architecture and design, she initially envisioned a career in automotive design before turning her attention to art history, earning both her Master’s degrees at Paris Nanterre University. Along the way, she completed internships in heritage-focused jewellery departments at prestigious maisons steeped in centuries of tradition, including Mellerio dits Meller and Chaumet. These experiences further deepened her appreciation for beauty, craftsmanship and history.

Vintage as a vehicle for transmission

“In a world where technology increasingly dominates our daily lives, vintage feels reassuring, grounded and authentic,” she says. “Understanding vintage also means preserving manual techniques that are gradually disappearing.”

She recalls a conversation with a jeweller early in her career who lamented how dependent apprentices had become on soldering machines, often struggling to perform the same task without technological assistance. Vintage objects frequently stand as witnesses to these endangered skills. For Anne de Pontonx, preserving and transmitting this heritage has become a guiding principle.

Understanding women

When she co-founded Françoise Paris in 2022 - a tribute to the many inspiring “Françoises” of French culture, from Sagan and Hardy to Dorléac - her objective was clear: “to create a brand dedicated to women, helping them discover vintage watchmaking, advising them and accompanying them through a world that is not always easy to access.”

“The idea was to offer a carefully curated and highly specialised selection, supported by a strong educational approach,” she explains.

What are her clients looking for? “I always begin by understanding their personal sensibilities. Design and aesthetics often come first, followed by history, period and craftsmanship. Interest in mechanics generally comes later.”

Sharing the experience

Unlike many online platforms operating on a brokerage model, Françoise Paris owns every watch it offers for sale. Most pieces are sourced at auction before being serviced and authenticated by the company’s network of watchmakers.

“For us, it’s also a way of building trust,” says Anne de Pontonx. “By handling each watch ourselves, we can guarantee both its authenticity and its quality. And there is simply no substitute for experiencing a piece in person. Passion is always communicated more effectively when the object is physically present.”

That belief in transmission was reinforced through her experience as a member of the GPHG Academy. Taking part in the 2025 judging process offered a privileged perspective on contemporary watchmaking and the people who shape it.

“What struck me most was the genuine love of watchmaking shared by everyone involved,” she says. “There was a remarkable willingness to exchange knowledge and perspectives. Ultimately, what is being transmitted is a shared appreciation for beauty, craftsmanship and creativity. It was an incredibly enriching experience.”

Looking ahead What comes next for the young entrepreneur? “I’d like to further develop the artistic dimension of the business, particularly through jewellery,” she explains. “But I’m also fascinated by the parallels between watchmaking and pastry-making. In both disciplines, aesthetics matter just as much as technique. Precision, craftsmanship and attention to detail are inseparable from the final creation.”

About the GPHG Academy

Founded in 2020, the Grand Prix d’Horlogerie de Genève (GPHG) Academy now brings together more than 1,000 members - accomplished men and women united by a shared belief in the future of watchmaking. As experienced and influential figures across the industry’s key sectors, Academy members contribute to the various stages of the GPHG process, from nominating candidates to selecting the winners alongside the Jury.