Since taking the helm of the Sowind Group as Chief Executive Officer in August 2011, Michele Sofisti has quickly made his mark on the group’s Girard-Perregaux and JeanRichard brands (he had already been CEO of the group’s fashion brand, Gucci Group watches, since 2010). The first bold decision was a decampment of the two luxury brands from the SIHH to join the other Sowind brands at BaselWorld from this year. Alongside continuous tweaks at Girard-Perregaux, his next major decision was a comprehensive relaunch of JeanRichard.

The relaunch
For years, JeanRichard, named after Daniel JeanRichard, who counts among the exclusive fraternity of Switzerland’s oldest recorded watchmakers, has lived in the shadow of the better-known Girard-Perregaux, struggling to find its place among the watchmaking elite. The restructuring has been radical, focusing on nothing less than a complete change in strategy to target volume sales and build the brand. As Mr Sofisti explains, “We wanted to create something with a very identifiable look that cannot be confused with other watches. Also, the price positioning of the brand was quite high, at 7,000 to 10,000 Swiss francs for a manufacture watch. It was difficult to achieve volume and build for the long term. So we divided the brand into two segments: the manufacture watches on the one hand, which have our own movement, and the bulk of the collection on the other hand, which will use standard movements and be priced at around 2,500 to 4,000 Swiss francs.”

The restructuring is being overseen by Bruno Grande, the Chief Operating Officer of JeanRichard, who worked with Sofisti at Wyler Genève and is also responsible for the Private Label division at the Sowind Group. In concrete terms, the changes mean that JeanRichard’s flagship JR1000 manufacture movement will now constitute the top of the range in the vintage 1681 collection. This basic movement was launched in 2004 and has already proved both its reliability and its capacity to accommodate complication modules. In the latest incarnation of the 1681, which is available in 41 and 44 mm case diameters, it is fitted with a small seconds complication at 9 o’clock.

Targeting the high-volume market
Beneath the 1681, everything changes. The three collections based around earth, air and water will be completely redesigned and equipped with ETA movements. The first one ready for market is the Terrascope, which has a sturdy design using a case, bezel and bracelet in stainless steel. With a starting price of 2,500 Swiss francs and water resistance of 100 metres, the Terrascope is set to be the entry-level product of the revamped JeanRichard collection. Aquascope and Aeroscope models will follow at BaselWorld 2013 and will be available for delivery from May this year. The Aquascope will be a true divers’ watch, with a helium valve and 300 metre water resistance, while the Aeroscope will be a chronograph using a Dubois-Depraz module and retailing for under 5,000 Swiss francs. All of these models will use the same case, which will initially be available in stainless steel only.

Mr Grande wants JeanRichard to be a “warm, friendly and approachable” brand and went to great lengths to underscore this when he presented the “new” JeanRichard to the world’s media in November last year. With the help of the Land Rover club of Switzerland he managed to bring together some 20 vintage Land Rovers to ferry his guests around the Neuchâtel countryside, taking in sights such as the statue of Daniel JeanRichard in LeLocle as well as the master watchmaker’s farmhouse birthplace at Les Bressels. This bucolic journey, which also involved a short transfer by horse and carriage, was no doubt the best way to illustrate the “Philosophy of Life” concept behind the brand’s new image, which is about turning time—the genuine time that you make for yourself—into an art of living, indeed a philosophy. It is about exploring the world and nature, meeting new people and cultures.

Ordinary people doing extraordinary things
JeanRichard has chosen an eclectic mix of personalities to represent the new collection, each of them firmly linked with one of the three elements—earth, air, water—echoed in the names of the collection. At sea, yachtsman Franck Cammas has been an ambassador for JeanRichard since May 2011, when the brand’s Aquascope timepiece accompanied him on the 2011-2012 Volvo Ocean Race around the world, where he skippered Groupama to victory. On land, friend of the brand Gérard Margeon has researched the earth in which the world’s finest grapevines grow to become an oenologist of repute. He now manages a cellar of 5,000 bottles to cover 30 different wine lists in the restaurants of re-nowned chef Alain Ducasse. Before BaselWorld JeanRichard will present its most extraordinary ambassador yet to represent the new Aeroscope models.

While this unusual choice of representatives for the new brand fit very well with its new concept and collection, the best ambassador of all for JeanRichard’s philosophy of life is arguably Mr Sofisti himself. In spite of the demands of running the Sowind Group and his own consultancy, not to mention those of his young border collie Ariel, he is also an accomplished photographer who has taken the time to document his impressions and encounters on his numerous business and personal trips, work which has featured in publications and exhibitions worldwide.

Source: Europa Star February - March 2013 Magazine Issue