Hint: more watches, fewer collections and (relatively) lower price points
Antonio Calce took the reins of Greubel Forsey one year ago, with a directive to forge a new path forward for the brand, which was founded in 2004 by independent watchmaking duo Robert Greubel and Stephen Forsey. His goal was to redefine – or simply tweak – everything from distribution and production to marketing and price points. The result is a strategy that, in a nutshell, dictates fewer collections but twice the production, more Greubel Forsey boutiques but fewer authorised dealers, and (relatively) lower price points but no compromise on quality and finish.
There will still be tourbillons, including the inclined and multiple-axis escapements that are signature to the brand, but there will also be more modern, sporty and accessible pieces, with prices lowered from around US$500,000 (S$673,188) to under US$300,000 (S$403,913) – which still defines it as a low-production, high-cost brand, but makes it marginally more affordable. The overall aim is to ensure the brand’s survival beyond the lifespan of its founders – who have stepped back to allow Calce room to lead.