Next we meet Thierry Clottu, Founder of DONE Watches, a Swiss micro-engineering graduate and watch constructor. He discovered his interest in mechanics at an early age, a curiosity that deepened when his father gave him his first chronograph watch. In 2012, convinced that he needed greater autonomy to explore his own approach, he founded TCL Concept Sàrl, a development office dedicated to supporting watch brands, a position he still holds today.
A few years later, in 2015, a challenging personal period encouraged him to return to what first drew him to watchmaking: the desire to create his own watch. This marked the beginning of DONE Watches. Supported by a successful crowdfunding campaign on Kickstarter in 2016, he launched his first model, the “MECHANICA” (below), and defined the guiding principle that still shapes his work today: CLEARLY MECHANICAL.
We hear Thierry’s fascinating views on business, design and future direction of the company.
MWM: How is business?
TC: Despite a rather challenging economic climate, the business is doing quite well. We always wish we could deliver more, but given the current situation, we’re already very satisfied.
MWM: What are your current business priorities?
TC: Right now, our priority is to finalise the launch of our new model, the Mechanica Chronograph NINE IN TEN, which marks DONE’s 10th anniversary. The goal is to deliver the first orders by mid-April. At the same time, we’re also preparing a new website to celebrate this important milestone.
MWM: Tell us something we don’t know about DONE watches?
TC: In the beginning, I had no intention of creating a brand… I simply wanted to create my own watch. In 2015–2016, I went through a particularly difficult moment in my life as a father, and I needed a project that would ground me and do me good. So I decided to fulfill my childhood dream, and that’s how the “MECHANICA” project was born.
At that time, I thought I would produce only a few pieces. But when I shared the project with my family and friends, I saw a real enthusiasm. That’s when I decided to take it further and launch DONE Watches through the Kickstarter crowdfunding platform.
MWM: Which watch do you wear?
TC: The prototype of the NINE IN TEN project (below), which I’m especially proud of.
MWM: Which watch would you like to own?
TC: To avoid answering “the one I’m wearing right now”, I’d say a Parmigiani Tonda (below). A true beauty with a minimalist, modern, and timeless design.
MWM: What do you like best about the Watch business?
TC: Honestly, the purely “business” side of things isn’t what attracts me the most. The constant focus on profitability, margins, or return on investment doesn’t really match my personality. I’m more of a dreamer, someone who loves fine mechanics.
What I truly enjoy is creation: imagining, projecting ideas, developing a concept, collaborating with clients, suppliers, and partners, and finally seeing the first samples come to life. That moment when you can hold it and say, “I made this — it’s DONE”, is simply magical!
MWM: What don’t you like about the Watch business?
TC: What I enjoy less is precisely what stands in the way of that creative dimension: when watchmaking becomes too focused on the “business,” the numbers, and the trends that must be followed at all costs. This mindset can sometimes stifle the spontaneity, authenticity, and ultimately the passion that should remain at the heart of this craft. I know watchmaking is an industry, but perhaps naïvely, I wish it would remain above all a world of sharing.
Of course, not everyone can afford a watch costing several thousand euros, but sharing a passion is free, and that, to me, is what truly matters.
MWM: What is next on the horizon for you?
TC: We will continue our development by strengthening our physical presence in the markets. Until the end of 2024, DONE was mostly a digital brand. Over time, our approach has become more defined, our identity has taken shape, and this has naturally led us toward a more high-end positioning.
To support this evolution, it’s essential for our clients to be able to try on our watches, appreciate the details, and feel the object. It’s a crucial step for them to truly picture themselves with our creations.
Thierry Clottu is a Friend of MrWatchMaster