Made in Switzerland, I think...

If you own a fine luxury timepiece you have see it. The small writing on the bottom of the dial or back of the case that reads "SWISS MADE". For years those two words have been the benchmark for premium grade watches. We all know that the finest watchmakers are in Switzerland and that even the most simple of quartz movements assembled there are placed higher than their Chinese counterparts. Or so we thought....

As current laws currently read, at least 50% of the value of a watch movement must be manufactured in Switzerland for the product to qualify as Swiss-made. But a standard movement can and typically makes up only 15% to 25% of a watch's total value, this means less than 10% of the value of a watch qualifying as Swiss-made might have been added in Switzerland.

"Today, it's legal to sell a watch as Swiss-made simply by doing some extra work on a small component in Switzerland," said Nick Hayek, chief executive of Swatch Group, the world's largest watchmaker by sales. "It's like putting expensive Swiss seats in a generic car and then selling it as Swiss-made."

Hayek's Swatch Group along with Richemont and Rolex are leading the charge to make Swiss watches more, well...Swiss. They are proposing that 60% of a Swiss (quartz) and 80% of all Swiss (mechanical) watches be made in Switzerland to bear the luxury of the "Swiss Made" stamp. This will keep the stamp a symbol of quality for generations and gurantee watch buyers are buying what is being advertised to them.

The three are the largest part of the Federation of the Swiss Watch Industry, a powerful industry association representing most of the country's manufacturers, which is lobbying the government for the change. But some other, smaller watchmakers don't share in the idea. They feel it is a ploy to drive them out of business or to force them to use outside manufacturing sources, such as those owned by the 'big three'.

I am a firm believer that if a product is stamped "Made in xxxx" then it should mean that it was made there not just that the Company is headquartered there. The laws that are currently in place for that sort of thing are allowing some of our finest luxury brands to become diluted and not so luxurious anymore. Cheers to those that are spearheading this initiative.

Brand Review - Jaquet Droz

Pierre Jaquet Droz (1721-1790), creator of watches, clocks and automatons (automated miniatures based off complicated movements). He built some of the most beautiful watch mechanisms of his time. His work was commissioned by the wealthiest of his time including Queen Marie Antoinette. Some consider his works as the first computer. He was also the first watchmaker to establish an organized watch manufacturing factory in Geneva, Switzerland.

Today, through the use of exotic materials such as ceramic, gold, and handmade enamels, those complications are still being interpeted today along with some of the most beautiful case and dial designs. From the Grande Seconde with it's highly reliable self-winding double-barrel mechanical movement.and large second hand sub-dial. To the Les Deux Fuseaux 18k WG w/ multi-function Aventurine dial - a limited edition of 8 pieces.

Of course, the cost of these works of art does not come cheap. Jaquet Droz timepieces start at around $12,000.USD and sky rocket from there. They are one of, if not the most luxurious collection in the Swiss based - SwatchGroup which purchased Droz in 2004. There are no celebrities that endorse the brand. They don't offer up scantily clad supermodels in glamorous full color ads (unfortunately for us). They simply rely on what got them to where they are today - fine craftsmanship, superior materials, and premiere design.

With only a few dozen authorized Jaquet Droz dealers in the World, you may be hard pressed to ever see one in person. If you get the chance, take the time to immerse yourself in what may be the most beautifuly constructed timepiece, ever.