Chopard

I'm sorry that my three reports at the launch of the Ferdinand Berthoud  FB1 Chronometer did not explain the reasons for the revival of the Berthoud brand enough.

Click for previous report .

Mr Karl-Friedrich Scheufele (KFS) has been collecting Berthoud Dynasty watches and paraphenalia for decades as can be seen in the L.U.Ceum horology museum in Fleurier. They include some official marine chronometers and nautical history as well as things pertaining to Ferdinand's pre-eminence as Royal Mechanic and Horologer even through bloody revolution and change of regimes.

With this passion, came the desire to revive the name and history that have been overshadowed by other names either self-promoted (Breguet himself) or later by smart marketeers (Blancpain by Biver) or SWATCH Group (Blancpain and Breguet again). Mr KFS discovered that the brand still existed but the owner was working on watches not worthy of his favourite watchmaker. An offer was made that could not be refused for the brand. 

Then came a waiting period until a project worthy as tribute to the great Berthoud was concieved.....FB1.

The objective was not to reproduce replicas of Berthoud works. They were not bound by technologies available in Berthoud's lifetime. Some inspiration was allowed but they wanted to do mechanical chronometry from scratch, incorporating ideas known to contribute to improved chronometry....tourbillon, constant force remontoire, materials science etc.

Tying in the nautical motifs like the 8 points of a compass rose and the compensating gimbal of the presentation box as well as port holes further remind us of the raison d'etre of the chronometers for the famous voyages on the Atlantic Ocean by Royal command.

They had and have no intention of using the Berthoud name by itself to sell watches.  You will never see advertising saying "Buy this watch because of the famous Mr Berthoud and his ancient history".

Few people even know the name so that would never work as a marketing ploy. Turn it the other way around. The plan was to promote the name of Berthoud and the dynastic legacy by producing a worthy chronometer.

This was achieved when it won the Grand Prix for  horology in Geneva last month.

Quod erat demonstratum.

Now, you are talking about the Berthoud name and it is generating interest amongst hardened watch lovers or PuristS instead of only the usual brand logos.

That is a Result!      Mission accomplished.

Regards,

MTF

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