Gordon Moore, co-founder of Intel, died on March 24, 2023. Although many touching tributes are currently being published to this titan of the technology industry, most overlook what Moore himself called his greatest mistake: Intel’s attempt to corner the digital watch business. Intel bought Microma, a hot Silicon Valley startup, in 1972 but gave up the business just six years later. Moore continued to wear his “$15 million watch” for decades as a reminder of this failure – and to stay out of consumer products!
Although it is located in a tiny village of less than 1,000 residents, the factory in Fontainemelon looms large in the history of Swiss watchmaking. The oldest and largest ebauche factory in the country was established there early in the 19th century, and Fabrique d’Horlogerie Fontainemelon (FHF) was a founding member of Ebauches SA 100 years later. Even today, the Fontainemelon factory remains a cornerstone of the Swatch Group. Let’s look at the history that made Fontainemelon the dominant supplier of ebauches in the 19th century.
The Naked Watchmaker just announced its collaboration with Frederique Constant, the Slimline Perpetual Calendar Manufacture. Although I’ve enjoyed recent collaboration models, this one misses the mark in some important ways, emphasizing the mechanics at the expense of utility and beauty.
Leonidas is a familiar name to chronograph aficionados, but the history of the company is long and interesting, dating back to 1841 and connecting two great names in Swiss watchmaking, Bourquin and Jeanneret, and the company was linked to both Heuer and Berna.
Berna is perhaps the greatest forgotten watch brand of Saint-Imier, and the Droz factory on Marronniers 20 is just as unknown. But it was the first large and modern factory in Saint-Imier and should be remembered along with the waterproof pocket watches and industrial control stopwatches produced there. Equally important is the involvement of industry pioneers Alcide Droz, Ernest Degoumois, and the Jeanneret family, and the later integration of Berna with Leonidas.
Longines has long claimed to be “the oldest trademark or logo still in use,” and after researching the history of the Longines factory I became intrigued by this claim. Although it is certainly a long-running and successful company, was today’s Longines really the oldest watch brand, let alone the world’s oldest trademark? And what about all those others?
Longines isn’t just the name of the biggest watchmaker in Saint-Imier today, it represents a factory and a critical shift in the industry to industrial-scale mass production. Ernest Francillon and Jacques David were critical to the development of the horology industry in the 19th century, abandoning the etablissage system and industrializing watchmaking, and becoming champions for the integration of manufacturing in the 20th century.
Although modern advertising is finely crafted, it can’t compare to the impact of the classics. To my eyes, the greatest watch advertisements came off the press of Auguste Fiedler of La Chaux-de-Fonds between World Wars I and II. His poster style advertisements mixed elements of German Plakatstil and French Art Deco movements, and are just as striking today as they would have been on the avenues of the 1930s.
Much has been written of the history of Jaeger-LeCoultre, but little has been said of the complex history that gave us this unusual name. How did an Alsatian immigrant to Paris come to be so closely connected to one of the most famous watchmaking families of the Vallée de Joux? This is the story of the partnership between Edmond Jaeger and Jacques-David LeCoultre, and those that helped them to become Jaeger-LeCoultre, including a group of French aviation pioneers and a Swiss daredevil with a famous family name.
Industrialization of watchmaking came to Switzerland in the late 19th century and is embodied by the huge Longines factory on the Suze river in Saint-Imier. But steam power came first, enabling the construction of factories across Europe and the United States, including Usine du Parc, home and namesake of Excelsior Park. This is the story of the rise and fall of steam power in Saint-Imier and the exceptional stopwatches made there. It is also the story of the end of steam and of the Excelsior Park factory, and the reasons for its failure.