Who would dare to create a new watch company when Geneva’s watch industry is already saturated? GBN met Didier Dussert, watchmaking entrepreneur, who did just that.
Dussert Watch was created in September 2005 by two people who know their business very well. Didier Dussert has been passionate about watches and has been in the watch industry since 1995."The passion for the watch industry, the know how acquired in a great enterprise of the watch industry in Bienne and also the desire to create my own models motivated me to create Dussert Watch," according to Mr. Dussert. Alongside him is Astrid Jordi-Dussert, artist and painter, as well as Didier’s other half. What they have in common is a passion for quality and beauty.
Conception and model design
For Didier, every new design starts literally on the drawing board. This entrepreneur does all of the designs himself. It usually takes from three months to a year to bring out a new model, which will have three to six “references”, or variations on a model.
Since the watches are, in true Swiss tradition, 100% made in Switzerland, some of them even use the same components as well-known brands in the watch industry. "I use only quality Swiss movements, quartz or automatic, like the famous Chrono ETA Valjoux 7750 used most often by the biggest manufacturers," states Mr. Dussert.
Collection and Retailers
The first collection released in 2005 had 13 timepieces. Since its humble beginnings, that number has risen to over 60 colourful timepieces of high quality and the collection continues to grow. “A new collection which will start this year will be geared towards attracting the Asian market,” Dussert confided. Some of the timepieces are particularly unique models. For example, one is made from a Swiss 5 franc coin, and others are painted with a one-of-a-kind design by artist Astrid Jordi-Dussert.
As for finding the right retail outlets, Dussert makes all of his contacts personally. According to him, "Time and dedication are necessary in order to land the right retail spot in Geneva and anywhere in Switzerland. Most often, the first approach is to contact them by phone. Then, the collections are presented and if the retailer appreciates the collection and my personality, we try to find a way to work together." Didier Dussert is always looking for more retailers around the town and around the country.
Marketing and sponsorship
Marketing is essential to making a small watch company well known around the globe, and nothing is more important than the online portal to these products. Didier Dussert designed and built his own website, and does his own marketing. He also manages sponsorship deals, which provide visibility for the brand. Dussert has sponsored major races and events in and around Geneva, which boost publicity. "I do particularly like sports," says Didier. "So it seems healthy to me to sponsor sporting events and offer Dussert watches to the winners." Be it a golf or nautical event, sponsorship can be a very efficient form of advertising the brand in a different way.
Future projects and developments
Dussert’s latest project is a watch for the 10th anniversary of the company this year. Other new projects include two original models. One is a young and sporty type of watch, which will certainly be in high demand. The second is a tri-zone model, which will have three independent time zones and a special new design by Dussert Watch. The design is so original it is patented.
For Dussert, the watchmaking industry is neither expanding rapidly, nor in decline. This may be a good thing. Since the company is an independent family-owned venture, it is constantly evolving to meet the changing needs of its clients, while at the same time maintaining its top priority: attention to detail and quality.
The past 10 years have helped Dussert to establish himself as an independent watchmaker, whereas small independent businesses in other industries have failed in recent years due to the economy. In an unstable economic climate, it is good to know that this traditional Swiss industry is still as reliable and steady, and that newcomers are still welcome.
For more information: www.dussertwatch.ch
Photo credits: Didier Dussert
Very interesting article. I guess sometimes if you are an entrepreneur you just need to look at what you can do, not the fact that the industry is saturated or not saturated. If you have passion for something even if it is the saturated industry, you can find a way to stand out.
Well done, it's another example to show us that real and perseverant entrepreneurs can make their way through difficult times.
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