Florian Brossard, the new Managing Director of Schwarz Etienne, Shares his Vision for the Brand’s Future

Founded in 1902 in La Chaux-de-Fonds, Schwarz Etienne is an independent watchmaking brand that often flies under the radar yet holds incredible potential. In particular, it boasts a surprisingly high level of vertical integration, producing not only its own watches but also cases or movements. As Watches & Wonders 2025 and its parallel events approach, we sat down with the brand’s newly appointed Managing Director, Florian Brossard, to discuss his vision for Schwarz Etienne and a few words about what to expect for the next collection of Schwarz Etienne.

Xavier Markl, MONOCHROME – Florian, thanks for having us. You have been named Managing Director of Schwarz Etienne in July 2024. Can you share a bit about your background before joining the brand?

Florian Brossard, Managing Director of Schwarz Etienne – While my parents were already in the watch industry, I initially took an independent path. I first studied to become a medtech engineer but soon realized I wanted something more hands-on. That led me to study micromechanics and movement design, which became my true calling.

During my studies, I had the privilege of working on the restoration of a Breguet pocket watch, specifically its balance wheel. That experience was fascinating – the watch itself, the interactions with the watchmakers, the International Museum of Horology in La Chaux-de-Fonds, the tools, everything. It was a pivotal moment for me.

After graduating, I was fortunate to be part of the rebirth of a legendary haute horlogerie manufacture: Minerva. Everything had to be rebuilt from the ground up. I established the technical office and began developing movements. Eventually, Minerva was acquired by Richemont and integrated into Montblanc. It was an incredibly stimulating experience, particularly under the mentorship of Demetrio Cabiddu at Minerva and Henry-John Belmont. Reinhard Meis was also part of this journey. Together, with a strong team, we developed the Montblanc Villeret 1858 collection from scratch. Over 15 years, I expanded my expertise from movement design to project management and head of HH development.

Following that, and after graduating in marketing, I spent six years at Greubel Forsey as Product manager, then Innovation manager, further deepening my connection to watchmaking. To me, the integrity of a product, its consistency, and attention to detail are of utmost importance. I have always guided my teams to work with this mindset.

You’ve been with Schwarz Etienne for a few months now. What has surprised you the most, and what key insights have you gained from this experience? 

I was truly impressed by what I discovered. Right away, I saw the brand’s potential and the need to give it the recognition and visibility it deserves. Schwarz Etienne is a hidden gem in the watch industry – a rough diamond waiting to be discovered and appreciated. The knowledge within our team, the production capabilities, and the potential are exceptional. Sometimes, Schwarz Etienne is better known for its private label activities than for its own watches, and that’s something we need to change. Over the years, Schwarz Etienne has evolved by focusing its resources on what defines the soul of its creations: mastery of the watchmaking art and a centuries-old expertise in movement manufacturing. Today, we build on this heritage while embracing modern evolution, revealing the brand’s true capabilities. Every strategic decision is made with a long-term vision, allowing the brand to continue pushing boundaries while staying true to its identity.

What are your priorities for developing the brand?

Our focus is on the DNA of our independent manufacture, which is rare in the industry – over 120 years of history. In recent years, Schwarz Etienne has released some beautiful watches, but at times, they have gone in different directions. We now need to refine our focus. Our current strategic realignment enables us to stay true to our commitment to independence: creating watches shaped with passion.

In just a few weeks, we will be launching our new “1902” collection, marking a new chapter for the brand. Our goal is to position Schwarz Etienne at the level it deserves, with an emphasis on detail, consistency, and increased perceived value. That value needs to be immediately recognizable. We want to offer watches that are both modern and timeless – essentially, a Schwarz Etienne 2.0. 

We have a skilled and passionate team ready to take on challenges, and we have a long-term development plan that includes new collections and movements. However, these things take time – true transformation doesn’t happen overnight. We are progressing step by step, and today, this new collection builds on our legacy, reinforcing our identity and showcasing our savoir-faire while celebrating the deep expertise within our manufacture. Our approach harmonises design and mechanics, elevating the brand’s presence while staying faithful to our commitment to high-quality watches.

In terms of marketing, how do you plan to position the brand?

Our marketing approach revolves around storytelling, highlighting the heritage and craftsmanship of Schwarz Etienne. Once again, the product will be at the heart of our strategy. We want to create a cohesive 360° experience around it. Our presence in the market needs to reflect a balance of elegance and modernity while maintaining a strong connection to our uninterrupted history. We are actively working on building a strong and cohesive brand identity aligned with these objectives. The product speaks for itself, embodying the brand’s unique identity and exceptional craftsmanship.

The Private Label remains an important part of the business. What’s your plan in this regard?

We need to maintain a balance between our different activities, but we fully intend to continue providing La Division du Temps’ private label services. This is an exciting journey and business for us – it challenges our capabilities and pushes us to develop expertise alongside our partners. I see it as a win-win collaboration. We are flexible, responsive, and truly open. The depth of knowledge within our team and the strength of our industrial tools are extraordinary assets in this respect.

For more information, please visit schwarz-etienne.ch.