Cover Alain Delamuraz, CEO of Jaquet Droz
Alain Delamuraz, CEO of Jaquet Droz
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The Jaquet Droz CEO also shares why the brand is big on interacting directly with its high-net-worth clients
Born in Switzerland in 1964, Alain Delamuraz began his career in global hospitality, becoming one of the youngest general managers of a Leading Hotels of the World before joining the Swatch Group in 1997. At Blancpain, he played a pivotal role in its international expansion, championing a boutique-first approach and opening key markets such as China. He moved to Jaquet Droz in 2021 as CEO to lead its reboot.
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Customisation is a significant strategy at Jaquet Droz. Why?
The pandemic gave us time to think about where we come from and where we want to go. We wanted to rethink what we should do with Jaquet Droz. [Founder] Pierre Jaquet-Droz was making pieces of [timekeeping] art and automaton watches for royalties such as the King of Spain, the King of France, even Emperor Qianlong of China. When you do something for a king, you would never do the same watch for another king, so it was always a unique piece. That was the DNA of the brand and we decided to continue this philosophy of only producing pieces fit for a king, and only unique pieces. We want to be respectful of the past, and be inspired by the past.
Above Jaquet Droz Imperial Dragon Automaton Sapphire - Opal
Jaquet Droz Imperial Dragon Automaton Sapphire - Opal
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What is the allure of a bespoke watch?
People like something unique to them—they want a piece of art they can call their own.
When you came on board, you made the radical decision to close all points of sale. Why?
Since we’re only making unique pieces, we don’t need any points of sale. The king is not going to walk into a boutique to buy something. I personally deliver the watches to our customers. We have an average price of half a million, and we produce about 50 watches a year, so yes, I’m very happy to know every single customer. They can also come to the manufacture or we will go to their place—the choice is theirs.
You also encourage the customer to observe the process of making their watch remotely. Can you elaborate on this initiative?
People have different ideas of what they want. Some are passionate about horses, others about cars. But they may not have any idea how to translate these passions into a watch. So we show them what we can do. We make the watch together with the customer. I like people to know the artists who make their watches. I always say we don’t make watches; we make a piece of art. If I buy a painting, I’d prefer not to buy it from a gallery, but from the artist.
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Above Jaquet Droz Tourbillon Skelet Red Gold – Dragon Mask
Jaquet Droz Tourbillon Skelet Red Gold – Dragon Mask
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How do you engage a new generation of customers?
We target those who are into art, a keepsake, rather than something they are looking to sell for a profit in two years time. When you buy a piece of art, you’re not only buying it for yourself—you’re buying it for the next generation. It becomes part of a legacy. What I’ve noticed, especially in Malaysia and across Asia, is that people think deeply about this idea of transmission. They acquire these pieces not for short-term financial gain, but because they’re already imagining what they will pass on to their children.
The market has also shifted to a more understated and experience-based luxury. How has Jaquet Droz adapted to these changing values?
A Jaquet Droz timepiece is always a creation of two artists—the artist making the product and the customer. Our focus is on the creation.
Do your customers inspire you?
Absolutely. Sometimes they don’t know what they want so we guide them. Sometimes their ideas seem a little crazy, but we try anyway. Sometimes it works, sometimes it doesn’t. The main thing is that there’s always a true two-way interaction.
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
