meerson WATCHES
100 years OF extraordinary design and creation.
When Alexandre Meerson founded his namesake watch brand in 2007, as a 3rd generation watch maker, he also opened the newest chapter in a family’s lineage in design that can be traced back to the early 20th Century.
“He wanted to make watches that meant something rather than cash in on the style of the moment and for that he needed to challenge the accepted codes of watch design.”
He began with drawing basic form. That morphed into cars, aeroplanes and then painting took hold and his first watch shape was the silhouette of a woman inspired by artist Marc Chagall. He spent time with watchmakers learning the craft, taking apart old Valjoux, Minerva and Jaeger-LeCoultre movements. He questioned everything. During this process his real gift emerged which was discovering the beauty in each client and then making that real and whole in the physical world. He now signs every watch as a sign of accountability signalling his part in that process.
Meerson started his own brand in 2007 after a 20-year career in luxury, advising over fifty brands within the LVMH and Richemont stables on how to interpret craft for the digital age. His specialty in curating luxury experience using technology and his deep knowledge of retail enabled him to eventually forge an independent path with his own designs.
His watches are streamline yet powerful. “My watches mark a return to simplicity and to creation rather than the culture of icons”, he says. An icon is easier to sell because originality is risky and takes guts. His artistry combines the seductive powers of Parisian style with the mechanical prowess of Swiss craftsmanship in a rebellion against complication as value. The designs are pure, simple and modernist and the wider world seems to agree.
“The watches are sophisticated, smart and of impeccable quality”
“Un chic très Parisien.”
“The apprentice has stealthily become the master.”