Cover Cédric Joos was appointed brand manager of Hautlence in March 2025
Cédric Joos was appointed brand manager of Hautlence in March 2025
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Almost one year into his role as Hautlence’s brand manager, Cédric Joos shares why the avant-garde watchmaker is poised for a breakout
Starting his career in retail with Bucherer before moving to H. Moser & Cie. to oversee customer relations, Cédric Joos assumed an expanded responsibility as brand manager of Hautlence in March last year. His new role coincided with the return of Hautlence’s founder Guillaume Tetu, currently serving as chairman and advisor. Joos has his work cut out for him as Hautlence is known for its creatively bold, out-of-the-box approach to watchmaking.
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Above Cédric Joos
Cédric Joos
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Nevertheless, Hautlence’s co-owner Edouard Meylan is confident that Joos can deliver: “With Cédric’s dynamic leadership and Guillaume’s visionary approach, we are confident the brand will continue its trajectory as a pioneer in independent watchmaking.” Tatler GMT spent time with Joos during his first visit to Kuala Lumpur since stepping into his new role.
What is the DNA of Hautlence?
We interpret time differently. The locomotive arm, for example, is a signature mechanical feature. Having Tetu back as well, he believed there needs to be a shift. Preserving that mindset, while allowing it to evolve, remains essential to who we are today.
What have you been doing to spread the message?
We started partnering with people who also have a different approach in their own industries—people who we feel are interesting for the community to discover. The first one we engaged was (Italian watch influencer) Andrea Casalegno, who spoke about the colour red and its significance for Milan for the launch of the Linear Series 3 in red. The next person was Chef Jay Kumar from Brooklyn. I have a special connection with him because he was trained in Basel where I was from. He combined Swiss cuisine with Indian cuisine, and it worked really well.
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Above Hautlence Linear Series 3
Hautlence Linear Series 3
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How do you balance the expectations of existing Hautlence customers and potential new ones?
Whenever there’s a change, there’s always an adjustment period. What is important is that we stay true to our core values and strengths, and that we always try to challenge ourselves. I believe the best way to know if we have a good design is when it divides opinion—if everyone likes it, then it’s not provocative enough.
Square cases are part of Hautlence’s identity. Would you consider experimenting beyond this shape?
We need a case where everyone will instantly recognise as a Hautlence. We did do round cases in the past, but rectangular shapes are really where our space is.
Above Hautlence Retrovision ’85
Hautlence Retrovision ’85
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Moser and Hautlence are under the same company, Melb Holding SA. How do you differentiate yourselves?
I feel Hautlence is a little bit like the laboratory of Moser, where we get to experiment with new things, especially concept watches. We have no limits. There’s no cannibalism as we cater to different audiences. We’re more technical and exotic.
Do you see a Moser client crossing over to Hautlence?
Yes, when the Moser client is ready for the next step.
Can you tease what we can expect from Hautlence at Watches and Wonders?
This year will be a game-changer for us. We’re very excited because there’s a new energy.
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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.
