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Biver – yet again!

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May 2022


Biver – yet again!

Who else but Jean-Claude Biver would have the audacity to make a public announcement of what is still only the outline of an idea? The rock star of watchmaking won’t be playing us a few bars of his next hit – he hasn’t even written it yet. But he has announced the title of his next tour...

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n the world of watchmaking, there is only one true rock star: Jean-Claude Biver. Others have tried but failed. It’s no one’s fault – he’s a force of nature.

And indeed, at the recent Watches & Wonders in Geneva, Jean-Claude Biver held court like the public figure that he is. The maestro received members of the press from all over the world in the presidential suite of the Hôtel des Bergues. Over the course of a full week, everyone came to find out more about his next tour. What was next on his calendar, after his previous gigs at Blancpain, Omega, Hublot, TAG Heuer and Zenith? What kind of music would he play next?

Flanked by his son Pierre, now 22 years old (he was just four years old when his father took over Hublot), and destined to follow in his father’s footsteps, Jean-Claude Biver will not be playing us a few bars from his next hit – he hasn’t even written it yet. But he has announced the title of his next tour – JCBIVER – and shows us the stage set: a rather clever window – still empty. But that’s it. Not a single drawing of a watch, no virtual images, no teaser, nothing.

He reveals that he has just found premises and hired three watchmakers (the first three members of his band). Four others will follow soon. That’s the first thing. He has given himself three years to produce his own movement, but in the meantime he has already announced his first timepiece, which is ambitious to say the least: a carillon minute repeater with tourbillon and micro-rotor, due to be released in March 2023.

His first timepiece is ambitious to say the least: a carillon minute repeater with tourbillon and micro-rotor, due to be released in March 2023.

Jean-Claude Biver in 1993 in Europa Star
Jean-Claude Biver in 1993 in Europa Star
©Europa Star 1993

The rest is in the same spirit: “Very limited production – a few hundred pieces – but unlimited quality”. They will include perpetual calendars, minute repeaters, chronographs, world-timers, métiers d’art. The style? “Classic contemporary, with great tradition but innovative materials... neo-classical, in other words.” The price? “From CHF 200,000 to 650,000.” Distribution? “Twelve points of sale worldwide, not one more. And absolutely no direct sales.” As far as the secondary market is concerned, “There will be a contract with the client stipulating that, in the event of resale, they are obliged to give the brand first right of refusal.”

That’s it, for the moment.

Distribution? “Twelve points of sale worldwide, not one more. And absolutely no direct sales.”

Jean-Claude Biver is definitely a rock star. Who else would have the audacity to announce what is still only the outline of an idea?

“Projects are born – you can’t force them,” he explains. “There’s an element of destiny. We can never predict anything. Faced with the uncertainty of the future, you have to feed your internal fire. I’m not launching this project to make money, but out of conviction and passion. Having said that, you have to meet three other conditions: a project has to make sense in the business, it has to bring something to the table. And then, it has to be in line with what you know how to do. And finally, you have to know how to surround yourself with people, and not assume you can do it alone. You need support and advice. It’s not a solo journey.”

So, after orchestrating the rebirth of Blancpain from its centuries-old ashes, the incredible marketing boost he gave to Omega, and his transformation of Hublot into the flagship brand of an era, will Biver surprise us as he opens a new chapter in his life? Yet again! And, between you and me, it’s a safe bet that the first JCBIVER watches have already been reserved.

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