Manufacture Royale keeps innovating while maintaining a rich history
Co-founder David Gouten says it is important to be efficient when it comes to production
How did Manufacture Royale come about, as it is quite a niche brand known mostly by watch connoisseurs and collectors?
Manufacture Royale is relatively new to the scene of independent watchmakers even though it has nearly 250 years of existence. We only started operation in 2010. The name comes from an 18th-century watchmaking enterprise that French philosopher Voltaire developed in Ferney, a French town in the Jura Mountains. Voltaire’s workshop produced mechanical winding movements and watches aimed at the upper classes. However, by the time he died in 1778, his watchmaking operation expired with him. GNT Luxury Holding, which is owned by two of my brothers and I, revived the brand in 2010. The first models we produced were tourbillon watches and a minute repeater. It was followed by the Androgyne, 1770 and Voltige collections.
What kind of customers do independent watch brands attract?
People who buy independent brands tend to be non-conformists. They want to explore new ways. Our watches appeal to those who like something bold, daring and unique. Probably not for those who are shy because our designs tend to be quite brash aesthetically. Some people call our watches horological art because of our unusual design ethos. Our watches personify the brand’s daring sense of adventure.
Do you see younger customers embracing the collecting culture?
We have customers in their 20s to seasoned collectors who are much older. For example, on a recent trip to Taiwan, I met a customer in his 20s. He came to the shop, saw an Androgyne model and bought it on the spot because he liked it. So he may not be a collector per se but his appreciation for luxurious complicated watches means he’s probably going to buy more in the future.
What must independent brands do to remain competitive in the market?
Create a strong DNA for their collections. For us, we mix contemporary and classic but innovation is constant. Manufacture Royale fuses history of the old name with innovative technology. Plus all our movements are made in-house. The market may be challenging but I believe there is still buying power out there. If you constantly reinvent and stay creative, you can gain new customers.