Nicholas Rudaz, CEO of Franck Muller, reveals the key to conquering the Vietnamese collector community

Since partnering with a new distributor in Vietnam, we have also seen the rise of a more discerning and informed generation of clients. These individuals not only value the refined craftsmanship and intricate complications of our timepieces, but also take a particular interest in the brand’s heritage and legacy. Through its audacious and singular design language, Franck Muller has resonated deeply with customers who seek distinction. These promising developments further underscore the importance of the Vietnamese market in our global growth strategy, and they inspire us to continue innovating, bringing our Vietnamese clients experiences that are both unexpected and deeply memorable.

Here we are, in Geneva, right where the pulse of the luxury watch industry is at its strongest. With nearly two decades of experience in the luxury watch industry, how do you assess the future trends in fine watchmaking, based on what was introduced earlier this year?

I can confidently say that the future of fine watchmaking remains firmly anchored in tradition, yet is increasingly propelled by innovation. What we’ve witnessed this year, both at Franck Muller and across the wider landscape, signals a clear move towards more purposeful creation. Collectors and connoisseurs are now seeking pieces that not only demonstrate mechanical ingenuity but also carry emotional depth.

One prominent direction we’ve observed is the growing interplay between haute horlogerie and personalisation. Today’s clients want to see themselves reflected in their timepieces through distinctive materials, bespoke finishes, and artistic flourishes that speak to their individuality. There’s also renewed interest in blending traditional crafts (métiers d’art) such as engraving, enamelling, and gem-setting with sophisticated complications. This revival of craftsmanship reaches to the very essence of haute horlogerie and reaffirms our dedication to enhancing the emotional resonance of every watch.

This year’s WPHH Week once again affirms that haute horlogerie is not only thriving; it is evolving with remarkable vitality.

From a collector’s perspective, luxury brands often place a lot of emphasis on community building, something we greatly value. So how do brands nurture and grow their collector communities?

From a collector’s perspective, cultivating a strong and engaged community is essential, and at Franck Muller we believe that this begins with trust. Entrusting our marketing efforts to local distribution partners is a considered approach, rooted in our belief in the power of close, collaborative relationships.

By partnering with those who understand the nuances of each market, we ensure every initiative connects meaningfully with its audience. This approach helps us develop a devoted collector base with genuine passion. We place great importance on creating these bonds, whether through media engagement, personalised in-store experiences, or thoughtfully curated events. These intimate gatherings do more than showcase the art of watchmaking; they foster a spirit of belonging and camaraderie among collectors who share the same passion.

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