It is more than three years since Swiss watchmaking legend Jean-Claude Biver stepped back from day-to-day running of the LVMH watch division, but this week the 72-year-old has announced a return to the front line by launching his own watch brand: JC Biver.
“JC Biver will be a small family brand, passionate and very exclusive,” he revealed in an interview with Switzerland’s RTS news channel.
No time frame was disclosed for the company’s first watches to launch.
Explaining his decision to put his own name of the dials of future JC Biver watches, he remarks: “My name is valid, credible and known. It may seem pretentious, but it is the fruit of fifty years spent in watchmaking.”
Mr Biver had previously said that he would like to work with his children on a new enterprise, and it appears JC Biver could be a family affair.
“My brand will bring together the passion shared by my family and friends,” he suggests.
Mr Biver became an ambassador for the entire luxury Swiss watch industry after retiring from LMVH, and was embarking on a speaking tour when the pandemic shut down travel and live events.
That has given the veteran time to reflect on whether he still had the desire to get back into the cut and thrust of running a watch company.
“You can retire a function, but not a passion,” he told RTS. Adding that practicalities like finding premises, hiring staff and working out how to create a movement are his priorities.
