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Swiss Magazine - Décembre 2009
Founder M.A. Marachly's grandchildren are leading the independent family business into the future with all the talent and passion at their disposal: five years ago, the company moved from Bienne to a modern building overlooking La Neuveville on Lake Bienne, a town of the Middle Ages. “Ten years ago we were simply makers of mainly traditional watches and chronometers of the type generally worn back then. These days, we prefer to tread new ground: we now focus on a bolder, more imaginative range of models as we strive to breathe life into our creative dreams. Our watches stand out because they have strong personalities. Being so entirely different, they really are unmistakable,” says Managing Director Fadi Marachly. The exclusive design of the new concept attracted initial recognition five years ago with the “Grand Prix de l'Horlogerie de Genève”.
So special, one just has to talk about it
The story of this watchmaking family began in 1914 in Bienne, where grandfather Marachly opened his shop, offered his watch repair services and even designed a few original models. His son became an enthusiastic watchmaker too, and four of his five children now work for the company. “They trained as watchmakers and microelectronics engineers, and I am an IT engineer myself,” explains Fadi Marachly. Striking out along a completely new path proved a daring, but successful, idea. RSW is now represented in 25 countries. “Sumo”, one of the first modern RSW watches was launched in 2000. Packed with character and measuring up at an impressive 42 millimetres – 38 millimetres were the norm, back then. “No one'll wear that, it's too big,” was the reaction. And now it looks small compared to current models! “Puzzle” followed in 2001, and attracted attention for its novel design: every part of the bracelet can be taken apart, swapped around, exchanged for different colours and put back together again.
“We used to say that before we would include a new model in our collection it had to be special enough to make people talk about it. If it didn't attract comment, it was just a watch, not an RSW.” Fadi Marachly likes to recall the early days of the company's new watchmaking concept. “We liked the philosophy, so we left it unchanged. These days, even our more traditional models have features you want to talk about.”
First Ladies
Ladies' dress watches have always enjoyed an important place in the RSW range. Amongst the company's First Ladies you will find the original “Lady Liberty”, a cylinder-shaped watch face in polished steel which rotates around itself, changing position constantly, a symbol of new freedom. It was followed by “Princess Liberty”, “Simply Eight” and, later, the Russian-inspired “Tzarine”. The latest model, “Moonflower”, after the night-blooming flower of the same name, is quite exceptional. Based on a futuristic design in steel, with or without diamonds, it is both highly technical, and a piece of fine jewellery at the same time. With a bracelet in caoutchouc or, for the evening, satin. “Moonflower” has been nominated for the prestigious “La Montre de l'Année 2009” competition. “Our models are designed to catch the eye and look beautiful – reading the time is almost a secondary concern. These watches are miniature works of art, designed to adorn a woman's wrist.”
The RSW team gained an important addition in 2003 in the shape of designer Alexandre Widmer. Widmer keeps his finger on the pulse of the times and dreams up the eye-catching watches with input from the Marachly family. He was born in Neuchâtel, went to school there, and has been immersed in the watchmaking industry from his earliest years. “Having grown up in the heart of the watchmaking industry, I know a lot of people in that field. Those are my roots, and a big part of me.” After school and design college he specialised in industrial design in the car and watch sectors. His latest creations include “Moonflower” and “Diving Tool”, a mechanical watch, waterproof to 300 metres, with a very masculine, technical design.
Watches reflect personality
Alexandre Widmer is convinced that watches are more than just pretty accessories. I'm inspired by architecture, and design in general. I'm not a follower of trends, which fall out of fashion as soon as they appear. I like to try and come up with the new trends myself, helped by my technical training and my in-depth knowledge of watchmaking history. After all, thousands of watches have been designed and made since the beginning of the 20th century. You have to have seen and be familiar with very many models to get a feeling for how far you can go in a new direction – rather like cooking, really.”
