French flair, Swiss manufacturing and British headquarters will be at the heart of a new watch brand to launch next week.
Named after founder Alexandre Meerson, the eponymous brand is headquartered in leafy Surrey and will be the latest act in a family tradition of watchmaking that stretches back to the 1950s.
The debut collection, Altitude, is the result of Meerson’s ambition to create modern ‘classic’ watches and utilises the expertise of Vaucher Manufacture Fleurier, the Sandoz Foundation-owned movement specialist that supplies Parmigiani Fleurier, as well as a host of others.
The AM-4708 and AM-4808 movements at the heart of the new watches have been developed by Vaucher Manufacture Fleurier.
Meerson’s career has seen him work in both the creative and commercial arenas of watchmaking and jewellery. As the son of watch and jewellery designer Emerich Meerson, Alexandre managed the family’s network of retail stores before working for the likes of LVMH and moving into digital marketing, e-commerce, brand management and consultancy, steering creative output with watch designs for many luxury watch manufacturers.
All models released under the Alexandre Meerson brand will be designed at the company’s Surrey headquarters and Meerson aims to exercise his philosophy of ‘Art in Detail’ with designs “that at first appear simple yet reveal striking details to the wearer over time”.
All Alexandre Meerson watches will be manufactured in precious metals in limited runs with the Altitude collection available in just 249 pieces. Unique pieces will be available by special order. The company’s technical product development is headed up by MIT-trained engineer Laura Aust.