TAOS, a watch brand spearheaded by Olivier Gaud and Olivier and Dominique Vaucher, makes its timepieces in micro-quantities in Geneva.
In a time when many new brands are being launched by very capable experienced watchmakers, it is no surprise that many stick to what they know best.
It is also no surprise when the market reacts to a clear trend in demand for a certain type of watch.
Hence, we are simply spoilt for riches when it comes to stainless steel integrated bracelets.
Sadly, not all these new independent brands will survive as the bigger boys step in and squeeze the market with their versions.
The same cannot be said about the luxury end of the market. So it is refreshing to see the renowned talents of the dial maker Olivier Vaucher stepping into the ring of the luxury segment of the market and how astute of Olivier Gaud to partner with and apply his watchmaking skills and know-how to one of the world’s leading references in Métiers d’Art.
TAOS is the collaboration of Olivier and Dominique Vaucher, and Olivier Gaud that will provide some much-needed competition to the powers that be (luxury conglomerates), but also be free-spirited enough to come up with something both new and beautiful.
With the big brands commissioning artists and attracting the best talent it is a difficult segment to crack.
Art is often seen as the key as it is costly to implement and helps maintain the brand’s allure and price whilst forming a barrier to entry for new brands.
Art also allows brands to lean towards limited runs which again helps maintain the high price that exclusivity and demand allow.
So, if you can provide artisanal excellence on a reliable movement at a fraction of the price you will discover a segment where demand quite simply outstrips supply. For want of a better word, TAOS may have just hit the sweet spot.
TAOS launch collection will consist of seven unique never-before-seen watches. Each piece is distinct in colour, style, and technique.
There is no better way to state the intent of the brand and in doing so flex its artisanal muscle and provide actual scarcity of products from day one as opposed to the virtual scarcity created by the bigger brands with their Limited-Edition collections.
The TAOS watches speak for themselves in what is an exciting launch to a segment dominated by large conglomerates.
To see the watches in the flesh you will need to book in at the Beau Rivage, who seem to be doing a roaring trade in boutique watch exhibitions of late.
