Next we meet Serge Michel (Founder) and Claude Greisler (Co-Founder) of Armin Strom who have a passion for skeletonised watches.

They are a brand that loves to create innovative timepieces and have been manufacturing their own movements since 2009. This means they can uphold the tradition and perfection of fine watchmaking by adding new technical solutions and ideas.

We are delighted to bring you their views on business and the impact of the Coronavirus on future plans.

MWM: How is business?

SM: Very thrilling as usual. The current Covid-19 situation shows again, it is a big advantage to be independent and having our own manufacture.

CG: Business is difficult but good. We have partners who are doing very well thanks to their local customers. On the other hand, we have partners who have less business.

MWM : What are you currently working on?

SM: We are working on new watches, mainly within the new System 78 collection. We have launched this new collection in November last year with the first model the Gravity Equal Force.

CG: We are working on new products. We have developed some very innovative upgrades and functions for our watch calibers. The fact that we didn’t had to close our factory during the lockdown give us the chance to focus on new exiting watches.

Assembling The Resonance Caliber

MWM: Tell us something we don’t know about Armin Strom?

SM: All our staff at Armin Strom have to spend a few days in our watchmaking ateliers before they start, no matter in which department they work. The product is key.

MWM: Which watch do you wear?

SM: Today, the Armin Strom Mirrored Force Resonance with white-blue Kari Voutilainen dial (below). Every time I look at this piece, I have a big smile on my lips as it shows the strong evolution of our manufacture and the team. We are proud that we have mastered such a complex complication existing in our industry. 

CG: I wear a Mirrored Force Resonance in steel with a white dial (below). The animation of the two balance wheels beating in Resonance is so cool. The history behind this complication and the fact that we were able to offer a new solution is what makes that watch so unique to me.

MWM: Apart from your own brand, which watch would you like to own?

SM: There are a few watches from other independent watchmakers I really admire. Sooner or later I will certainly add some pieces to my collection.

CG: Many! I am such a big watch lover that it is hard to mention just one watch. 

MWM: What do you like best about the Watch business?

SM: The product. And that we at Armin Strom are able to manufacture very complex watch movements fully in-house. It’s a beautiful and almost magical thing, when you start with a simple piece of raw material and suddenly a mechanical movement comes to life!

CG: Watchmaking. From the idea to the final product. Drawing, 3D development, prototyping, manufacturing the parts, decoration, assembling and finally putting the watch on the wrist.

Working On A Resonance Caliber

MWM: What don’t you like about the Watch business?

SM: That lately a lot of watch buyers buy watches only for an investment. I like the Armin Strom watches to be worn and not only in a vault. So please get the watches you want and not the watches you think will gain in value!

CG: When people in our Industry think more about business than watches. 

MWM: What is next on the horizon for you and your brand?

SM: Masterpiece 3 😉

CG: There are a few complications which I still haven’t realised. For example, the Chronograph and QP are definitely on the horizon.

For more information about Armin Strom, please visit https://www.arminstrom.com/

Serge and Claude are both Friends of MrWatchMaster

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