Builder of Time: Pascal Raffy, Owner and CEO of BOVET

The event that BOVET staged across Asia-Pacific is called “Architecture of Time”. What does the term mean to BOVET?

We view time as being a great luxury. At the end of the day, what counts is what we’ve decided to do with the time that has been given to us. So, when we talk about the architecture of time, we are not just talking about the mechanics or aesthetics of a watch, but rather, about the true meaning of time.

What first ignited your passion for watches?

It was my grandfather who sparked my interest. I started learning watchmaking when I was about 13 and it went on for a few years. It was a bit boring at the beginning, I must admit, but soon enough I fell in love with it. To this day, I am fascinated by the craft—by how hundreds of tiny components can come together for something so beautiful.

You took over BOVET in 2001. What was the rebuilding process like for a brand with over 200 years of history?

It was important to look with respect at the history of the watchmaking house. Back in the 19^th century, the founder already had the fantastic vision to bring horology from Switzerland to London and Guangzhou. So, we needed to understand the ethos of being open-minded to different cultures and habits.

You also have a sense of BOVET’s contribution to the history of watchmaking: from making the first watches with open casebacks, to patenting the first split-seconds chronograph, to the wealth of artisanal crafts that it championed, and so on.  When we inherited all of that—the crafts, the mechanics, the innovation—the most important thing to do was not to disturb what makes the house of BOVET incredible.

What kind of foundations did you put in place?

Legitimacy. We needed to be based in the same castle that had belonged to the BOVET family since the 13^th century. It was a legitimate address; not something invented. But what was missing in 2001 was a true manufacturing facility that was fully integrated, so that we would have the freedom to create, develop, engineer, and assemble truly magical timepieces. And that was what we set out to do then.

It must have been a big undertaking back then.

I was reminded recently that, after we established our Manufacture, BOVET was only one of three independent watchmaking houses at that time to have a fully integrated manufacturing facility. It is so important that we did that. We create luxury items, which means that what we produce has to be legitimate, exclusive in terms of quantity, and handmade.

How did you get the team to come onboard with your vision?

The team has been aligned right from the beginning. They are artisans, and making watches this way is exactly what they want. If I had told them that they needed to increase our production to 20,000 timepieces annually, they would have left. At BOVET, we are not interested in industrial production. We want to make beautiful watches with soul and meaning.

Tell us more about BOVET’s bespoke programme. Why is it important for the brand to offer this?

I am, first and foremost, a collector. When I enter a shop, I want to be served. I want to enjoy the experience, and I want to smile.

Our bespoke programme represents about 35 per cent of our yearly production, so you can see how important this is to us. On our end, we want to use this programme to perpetuate our art and tradition. When I look back to the history of BOVET, and our legacy in decorative horology—miniature painting, hand-engraving, enamelling, and all these wonderful techniques—I believe it is important to perpetuate this heritage. And because these are done by hand, and when the images or words mean something personal to you, the art becomes an emotional thing.

It is imperative for BOVET to have absolute freedom the creative process. Does being an independent brand make it easier or more challenging for you?

That’s the way we have always done it from day one. From the start of the process, the team is seated around the table, brainstorming and discussing ideas. I must admit, many times the team would say that an idea is impossible to achieve. But most times, we make the impossible possible—and that is what I love about the journey.