The MEERSON manifesto: reinventing luxury for today.
The House of Meerson has set a new standard for bespoke luxury watches since its inception in 2007. The watches we create are individually crafted to fit each owner’s personality and sense of style.
With each collection, Meerson reimagines Craft and Luxury in the age of Digital.
Creating timepieces of enduring beauty requires the involvement of the owner and the necessary time for the watch to be properly and meticulously crafted by Meerson artisans. At Alexandre Meerson, we believe in pursuing innovation and change, and in challenging the rules of a very conservative watch world. The age of fast fashion is coming to an end, and people expect more than conformism and immediacy from brands. Icons must be renewed.
The Mutiny Chronograph is the new chapter in our quest for individuality and personalisation – With our watches, we turn the page of uniform, over-priced, mass-produced watchmaking and give owners back their taste for innovation, light-heartedness, glamour, colour and style.
The House of Meerson is built on the ethos of the “Maison de style et d’horlogerie” – a motto which encapsulates our perennial values and ideals and our constant rebellion against the Status Quo:
Personalisation and exclusivity are the essence of Luxury. Meerson creates high fashion and luxury watches. This process requires intimacy between the designer, the client and the artisan. It opens endless opportunities to explore new territories - technology, textures, contrasts and shapes.
With the MUTINY Chronograph, Meerson invites owners to design their timepieces with Alexandre Meerson from the ground up, before crafting them in Switzerland.
Who said it should take years or even decades to release a new watch? We love watches and creation is our ‘raison d’être' - we present new pieces every year.
As watch designers we cannot get used to the idea that our industry has become a world of 40+ year-old icons and marketing led products. Most high-end timepieces that are sold today have been designed before 1977.
With the MUTINY Chronograph, Meerson has made a breakthrough by fostering our core bespoke manufacturing principles to accelerate the pace at which we can introduce new models.
Luxury for today. The vintage MEERSON Chronograph on the wrist.
At a time when standardised “smart” watches grab the headlines, and most “Swiss Made” watches are mass produced, we persist in crafting our watches to order in Switzerland. The watch world is fascinating, but to the untrained eye, it can also quickly become unnecessarily opaque. For many years, the Swiss watch industry has celebrated its artisans, yet barely used them. Their incredible skills and reputations have been an alibi to justify constant and unreasonable price increases, but for products that actually end up being mass-produced in the country or abroad, rendering the "Swiss Made" label obsolete.
The MutinyChronograph by Meerson is a new take on Integrity in Luxury and Craftsmanship. Hands remain the best tools of the craft, and also the most flexible. Very much like good wine has its land of origin, we have chosen the people and the crafts of Switzerland to host our entire manufacturing chain from A to Z. Designer Alexandre Meerson creates each timepiece, and our engineering studio in England completes the technical design before our Swiss team shepherds manufacturing by our artisans. Our Swiss entity sources all components locally - with the rare exception of leather and strap fabrics and some minor supplies - and handles manufacturing when orders are placed. This part can get very complex, as we pride ourselves on collaborating with up to 90 artisans all throughout the Swiss mountains. Working with local artisans for many years, the brand has meticulously set up a supply chain and a manufacturing process that allows us to offer the finest of Swiss watchmaking at a fraction of the usual cost, without compromising on quality or service. In the end, our owners receive a genuine creation, made in Switzerland.
The MEERSON manifesto: reinventing luxury for today.
We believe in taking the time to properly craft an heirloom - and in the pleasure of anticipating something that is being crafted only for you. It is much more satisfying than the immediate gratification of the prevalent culture of "on-demand," which can only be served by industrial/mass produced products. The Mutiny Chronograph is manufactured in an environment of controlled production, as a way to preserve the individuality and experience. Our manufacturing capability is currently set up to produce 3 watches a day. This will ramp up to 6 from 2018 - a very exclusive owner's club.
Luxury should not necessarily command the “Luxe” price that has been imposed for so long, particularly once it is unburdened from industrial constraints and unnecessary intermediaries. Our Mutiny is a rebellion against those who confuse price with value - for Meerson, value lies in the originality and thoughtfulness of the design, the personalisation and in the quality of genuine craftsmanship. It should not be influenced by intermediaries and advertising budgets.
Meerson re-introduces the concept of personalisation, bespoke and made-to-order in watchmaking. We use the internet and digital technology to connect more intimately with owners. And for Meerson the internet is bringing an incredible opportunity to connect with our owners, at every stage, and facilitate a one-to-one communication that is the essence of Luxury.
Order a Mutiny and we will use the internet to arrange a private consultation and the preview of the design of your choice.
Ordering and owning a Mutiny Chronograph is an exceptional experience – from the initial consultation to the fitting and delivery, and invitations to partake in a world of Alexandre Meerson events.
Alexandre Meerson, British Luxury watches and accessories -bespoke, personal and unique.