bernard cheong
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The recent history of Milus, coming into the market at the high end...
The story of Milus, the brand of finest Swiss watches of the highest quality, begins with the ideal of its pioneering founder, Paul William Junod (1896-1951), to create a robust yet elegant watch – a precious accessory, which everyone would wish to own.
With this goal, in 1919 he set up the business at Route de Reuchenette 21 in Bienne, which remained in the ownership of the Junod family until 2002. Paul William Junod held fast to this ideal, put it into practice, never deviating from his way of achieving it. Trained and experienced in the art and tradition of the watchmaker’s craft, he wanted to work with this potential, to develop it further, in order to make his dream come true.
“Every object must bear the mark of its time within it and reflect an era, its own. Craftwork can survive, and indeed open up new paths; this is our deep conviction. True contemporary craftwork revives in form and function, and departs from traditional patterns and methods at the risk of temporary lack of understanding.
In our workshop the watchmaker polishes the watch for the last time and engraves the serial number. The watch is perfect. It is sent out into the world. It will accompany a woman or a man for many years, perhaps for a lifetime and give pleasure to later generations.
For us measuring time is part of our cultural and family inheritance. We grew up here in the cradle of watch making at the foot of the Swiss Jura, here where all technical and aesthetic challenges to people and to the age have been set. Here where people and time were faced up to overcome every possible technical and aesthetic challenge.”
- Paul William Junod
1951 - Paul Herbert Junod
After the death of the founder Paul William Junod in 1951, his son Paul Herbert took over management of the family business.
2002 – 2007: A new era
With the formation of the new company “Milus International SA”, supported by the Peace Mark Group, Hong Kong, a new era begins for the brand.
After its successful relaunch at Baselworld 2004, production of the collections is going ahead at full speed. Milus’ collections are meant for men and women whose passion for watches gathers creative originality, will for perfection and precision and the essential touch of sensuality.
The current designs of the exquisite Swiss watches, make a clear statement about essential “luxury” in the modern age. “Milus is more than a product. Milus watches stand for an outlook on life, a philosophy, for the luxury of being oneself”, Jan Edöcs, CEO of Milus International, explains. With its innovative product lines, Milus has redefined the appreciation of luxury. The models make use of the highest accuracy of detail and boundless creativity, in order to live up to the inner values of their wearers - such as independence, sensual pleasure and self-confidence. Milus watches are authentic and “Swiss Made”.
Since 2002, Milus continues its rise and in 2006, the brand opened its first Flag Ship Store in Hong Kong.
What happened to Milus between the 1980s till now? The world is a big place, and it was buried...literally.....
In 1961 a new company headquarters was built at Route de Reuchenette 19 in Bienne.
Awards, 1970-1973
Milus’ flamboyant jewellery watches received prizes in three successive years, as part of the “Golden Rose of Baden Baden” awards.
1970 - “Rose d'Or de Baden-Baden” award for the “La Mer” model
1971 - “Rose d’Or de Baden-Baden” award for the “Montre de Poche” model
1973 - “Rose d’Or de Baden-Baden” award for the “Avant-Garde” model
1982 - Paul and Pierre Junod
In 1982 Paul Herbert Junod handed over the company to his two sons Paul and Pierre Junod, who complemented each other perfectly in the management and further development of the company. While Pierre devoted himself to the financial affairs of the business, Paul, the “technician” and extremely talented engineer and graduate of the celebrated Biel “School of Watchmaking”, continually developed innovative shapes as well as a new design concept for the Milus brand.
“A Milus watch communicates the personality of its owner; the aesthetic aspect must predominate, and must never be overshadowed by perfect mastery of the technology.”
Paul Junod
In 2000 the brand was chosen and nominated for the special edition “The 50 brands of the Swiss watch industry in the 20th century”.
Has the world forgotten MILUS?
