Page 3 of Watchland by Franck Muller

watchmaker sirmakes and muller had parted ways for a few years but according to sirmakes that chapter is behind them now conflicts can occur in business sirmakes says but now franck muller represents the group again he is now purely a designer working in his own studio he has creative freedom and we produce some of his series sirmakes is confident that his business will continue to grow but he sees storm clouds on the horizon one that sirmakes takes very seriously is the corruption of the term swiss made in his opinion a watch marked swiss made should be nearly 100 percent swiss but outsourcing and globalization are eroding the meaning of this term as makers push the limits of the law governing its use consumers are often unaware of the specifics which flirt with the esoteric for example can a watch assembled in switzerland from parts made in germany be called a swiss watch if all components are made in switzerland and assembled elsewhere is the watch swiss what if half of the parts are made in switzerland sirmakes believes that the watch industry must exert more control to insure that swiss watches are made in switzerland he analogizes if you take gruyère cheese and start importing it from algeria it s not gruyère cheese anymore meanwhile franck muller and the other brands at watchland are committed to keeping their production swiss sirmakes says when consumers buy swiss made they are under the impression that everything is made in switzerland i want to continue to make everything in switzerland if sirmakes sounds like an idealist he is an idealist with the welfare of his industry in mind upon leaving watchland i was sad to watch such a beautiful place recede in my rearview mirrors it s easy to understand how franck muller watches have become so popular knowing the extreme care that is taken to promote creativity here watchland is a mecca for watchmaking attracting the best and the brightest in the industry to the fantasy-made-real workshops with the fabulous views o written by keith w strandberg insync s international editor based in geneva for more visit franck muller online

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