Milus and WATCHPRO first reconnected in Geneva at the inaugural Time To Watches in March 2022.
With a new team on board, Milus is looking to go from strength to strength under the leadership of CEO Luc Tissot, a descendant of the watch brand of the same name.
After three successive generations of craftsmanship, the new team is looking to take the brand to the next level.
WATCHPRO caught up with Mr Tissot to find out more:
WP: Tell us more about the history of Milus as a brand.
LT: Founded in 1919, Milus is a family-owned company, anchored in the heart of the Swiss watchmaking cradle, Biel. Throughout its history, Milus was always seeking purity, elegance, flirting with the avant-garde, and always offering uncontestable price/quality/innovation ratio.
From luxurious to eminently refined, Milus watches have been at the forefront of the horological industry both in precision and technological innovation even winning multiple awards and being nominated for “The 50 brands of the Swiss watchmaking industry in the 20th century”. The brand excels in creating timepieces that combine mechanical fineness and timeless design.
WP: What is the inspiration behind the core of the collection?
LT: The inspiration comes from Milus’ own story. Through our collections, Snow Star, Archimèdes, and LAB 01 we have reinterpreted important eras of the brand. For example the mid-20th century, with the “Life Barter Kit”.
US Navy operating in the Pacific decided to give American pilots a hermetically sealed rubber box containing valuable items, among which a Milus Snow Star “Instant Date” watch, that would allow them, in the event of a forced landing, to negotiate for information or their freedom.
As for the Archimèdes, it is the modern successor of the Super compressor of the Seventies with its dramatic proportions, as well as the 666, the original model created a decade earlier.
LAB 01 is inspired by the Milus codes of the 90’s and reflects the notion: that “the watch speaks for itself”. Sleek and ultra-contemporary design, mimicking urban lines LAB 01 is also a nod to the famous designers Charles & Ray Eames, with its fiberglass dial exclusively developed for Milus.
WP: We first met in Geneva at T2W, how did you find the event?
LT: It was a pleasure to meet you and all the others present at the event. Milus had the honor of participating in the first edition of the Time To Watches exhibition in Geneva. Visitors were invited to discover, try on, examine the timepieces, and received advice from a member of the Milus team.
We think everyone can agree that in-person events and social experiences are an inalienable facet of the watch industry. The Milus team was delighted to reconnect with all the people present at the Time to Watches event and we are looking forward to coming back next year again.
WP: Is it important for Milus to be in front of press, retailers and watch lovers in person rather than over Zoom?
LT: Both are important. A business, especially in the manufacturing industry, needs to have some sort of physical contact because customers often prefer to see the product in real life before they decide to purchase. On the other hand, Milus was relaunched with an increased focus on the online business, and we believe that a smart combination of physical presence and digital e-commerce will be the future. Therefore, we are forging a new online experience with a streamlined storyline that will incorporate all the elements of a brick-and-mortar store.
That said, we are not neglecting physical human connections, which we found to be very important, especially after COVID, we have simply discovered that it is crucial to create genuine connections over the internet as time passes. Because there are no barriers between our clientele and us, our interactions are immediate, and any request is fulfilled on the spot personally.
WP: Can you explain more about the wider Milus offering?
LT: In addition to our core collection, we offer our clients the possibility to create their own watch by combining any watch head with their favorite strap and get the perfect timepiece for them. With over a hundred combinations already, we offer a high level of customisation. Some of the brand’s emblematic accessories will also be re-issued to further extend our offer.
WP: What else do you have planned for this year and next?
LT: First, we have planned to reopen stores and consolidate our network of authorized dealers. As expressed by many during the pandemic, a Milus wearer sometimes wants to check out the watch before buying it definitely.
In parallel, we are further working on strengthening our personal collaborations with our partners as well as local organizations in various partnerships such as sustainable projects.
WP: How would you describe the typical wearer of a Milus watch?
LT: A typical Milus wearer is looking to buy genuine value and believes that marketing and clever catchphrases are not solely what creates value. Our customers understand what we develop and believe in true horological mastery and passion for watchmaking. Our typical user is a watch lover who has a liking for the practical side of our timepieces while appreciating the history nodes towards our iconic revisits. The versatility of our watches allows the customer to wear a Milus timepiece on any occasion, any time, and any place.
WP: How important is sustainability for you?
LT: In line with our strong beliefs in sustainability and responsibility, our mission is to create beautiful and affordable timepieces while minimizing our environmental impact.
We do not overproduce, what matters for us is quality, not quantity. By limiting our production, we can surround ourselves with experienced and passionate local watchmakers and suppliers. Most of our watch parts are sourced within a radius of 30 km and come from family-owned manufacturers in the Jura region.
Although it is not possible for us to be 100% carbon-free today, we believe that good design can change things for the better. That is why each object has been designed to be reused and to last, reducing the impact of production. For example, every watch purchased comes with a travel wallet that can be used for many other purposes besides transporting your timepiece. The size of our packaging has been chosen with the thought that the lighter it is, the lower the ecological impact of shipping will be.
Furthermore, we always aim to create a positive impact and have collaborated already with several NGOs like Coral Guardian, for the preservation of corals, and Almighty tree, a local organization that helps replant trees. Sustainability in the end is a crucial part of our business strategy and actively lived in our values and Swiss roots.
WP: How do you see growth in the coming months and years?
LT: We are privileged to have very direct and personal contact with our customers, who freely share their feedback and input with us. Since the relaunch of our brand, we have benefited a lot from these inputs, both in terms of the next releases and the customer journey in general. As for the collections, we want to elevate our assortment by offering, step by step, more complex and timeless models. All this, of course, in accordance with Milus’ heritage and our core values.
