In France, the watch for women carries the name, Fontenay. Produced by the independent enterprise Christian Bernard and bearing the label 'Paris', it represents one-third of annual sales of ladies' timepiece sales in France. In other words, “we can say that Fontenay sells a watch every 30 seconds in France during store hours,” smiles Yann Duclos, the brand's director of public relations.

Communication materiel
“After having rejuvenated the brand over the last few years, we are going to use the occasion of the Basel Fair to give Fontenay a more youthful image,” he adds. “We have already based the principles for our communication and marketing around these activities and are emphasizing the fact that we are Number One in France for women's watches.” In the same vein as other groups, Fontenay is presenting its retailers with an entire range of services, notably communication material that they can place in their stores and their window displays. “In addition, we rotate 30% of our collection every year. In other words, it is totally changed every three years,” explains Duclos.
Present in some thirty countries, the brand is planning to move up-market in its foreign markets. “For our export models, we are proposing stone-set watches with or without bracelets crafted in greater detail,” states the public relations Director.

Christian Bernard's newest lines
At Basel, the brand Christian Bernard will itself present two main new items: a version of the Starlight line that is named Flower, and the Slimlight line. According to Christèle Roy, in charge of public relations, the Starlight Flower “is inspired by a nature theme.” As the name indicates, these watches suggest flowers and are all set with synthetic stones. “This new floral inspiration evokes femininity that is sensual and light like a rose,” she adds.
As far as the mixed models of the Slimlight line, “they all are characterized by being extra flat,” declares Roy. She also classifies them as “classic and elegant.” They are equipped with Swiss movements.

Another line for Balenciaga
The Christian Bernard enterprise also has a licensing agreement to produce Balenciaga watches. This year it is launching a new line called Organdi, equipped with ETA movements. “This is a line for the modern, fashion conscious woman. It brings to mind couture and lace,” explains Roy. “We are also playing on the notion of see-though.” The links in the bracelet are lace-like and reveal a bit of the wrist. It seem that watchmaking is decidedly moving closer and closer to haute couture.
Balenciaga is also presenting new models in its Satin line, which feature a new bracelet. The case is set with white, blue or black synthetic stones and comes with a flexible link bracelet or a leather strap.

'Made in France' for Alan Still
Another brand in the Christian Bernard stable, Alan Still is being completely reviewed this year. “All the collections destined for export will carry the label 'Made in France',” explains Duclos. “We want to emphasize the quality of French manufacturing.” The Alan Still brand has always been known for its original and unusual design.