What are the French watch brands to watch?
This publication is also available in: 
Français 
English (UK) 
Deutsch 
Italiano 
Español
While a watch ring has recently caught everyone’s attention on TikTok, at the end of June, it was the expertise of French jewelry and watchmaking that was highlighted during the UBH award for digitization and innovation. This event rewarded several French watch brands that are committed to a re-industrialization of production on the territory, while addressing new ecological challenges. Let’s focus on the awarded brands and those to watch.
Which French watches were honored at the UBH awards?
On June 25 and 26, the UBH (Union Bijouterie Horlogerie) teamed up with the Journal du Luxe to create an event celebrating its 10 years of existence, as well as French expertise.
Through 11 trophies highlighting digitization and innovation, various aspects were recognized, including the re-industrialization of French watchmaking, CSR commitments, and even the customer experience offered. This awards ceremony was an opportunity to highlight the actions taken and the progress observed, in order to encourage French watch brands to further engage in the development of French craftsmanship and responsible production.
How is Pierre Lannier rethinking the production of its French watches?
In line with the theme of re-industrialization of French watchmaking, the Pierre Lannier house was awarded the trophy for the French watch, thanks to its new model manufactured in France, the 1977 watch.
Celebrating its 45 years of expertise, the house wanted to rethink the production of its French watches with this new model, offered in limited edition, with 500 pieces sold at €1977 (a significant number, as it represents the year the house was founded).
This watch stands out from other French watches due to the brand’s commitment to using only artisans from our regions for its design, except for the dial, which could not be made in France due to a lack of specialists in the field and was thus produced in Switzerland.
This automatic watch showcases collaborations between various artisans and their meticulous high-quality work. Pequignet horlogerie, Berthet horlogerie, and La Pratique contributed to the mechanism elements, while the strap was entrusted to the Haas tannery.
Two years of reflection were necessary to bring together the quality, performance, and French expertise that brought this new model to life.
This is a first step for the house, which aims to move towards 100% French production in the coming years.
If you haven’t managed to get your hands on the 1977, discover the other watch models by Pierre Lannier on Modalova:
How is the Lepage house implementing a responsible approach to jewelry making?
Regarding initiatives to align with French craftsmanship and the environment, the Lepage house has distinguished itself through its CSR efforts and its transition towards the digitalization of its activities, to better support its clients and increase sales.
Similar to Pierre Lannier, the Lepage house has sought to highlight the creation of French pieces through its collection named Venus, manufactured 100% on the territory. Composed of 7 pieces, this jewelry collection was born from the idea of the house’s contest winner, aiming to promote the inclusion of young creators in the profession through a one-year apprenticeship and support from the Lepage teams in developing their projects.
The pieces in the collection also adhere to a more responsible manufacturing approach, utilizing recycled gold and avoiding any precious stones. This initiative echoes the RJC certification (Responsible Jewelry Council) that the house adopted two years ago, which has led it to rethink its production chain, from creation to waste management, as well as the training of its teams.
The Lepage house has also been praised for its online presence, through its website and chatbot, which have yielded more than encouraging results. Numerous high-end models from French watch brands are notably gathered on the house’s website.
Where does French watchmaking stand?
Like other sectors, such as bicycle manufacturing, the field of watchmaking has seen offshoring in recent years, to meet demand and offer more competitive prices in the face of growing brands in the market.
However, in recent years, as we see with ready-to-wear fashion, the need for a new direction in more transparent production, as well as the desire to support our French industry and artisans, is becoming evident in customer behavior towards watches and jewelry. With tighter budgets for non-essential purchases, customers are more inclined to invest in pieces that align with their values, thus preferring to turn to French watches, which are a mark of quality and support our craftsmanship.
While we often refer to Switzerland when it comes to watch manufacturing (their expertise and history in this craft are undeniable), our beautiful France also shines with the talent of various crafts, from needle design to mechanics and straps…
However, the reality is that their number has significantly decreased due to recent offshoring, making the profession increasingly rare. Thus, it remains challenging to offer watches completely made on French soil, especially when certain components require specific expertise.
Fortunately, with the desire to bring back the A to Z production of our French watches and the creation of organizations to encourage this movement, the sector is heading towards better days.
Which French watch brands should you consider?
From elegant, discreet, or bulkier French watch models, the diverse shapes of watches and variations in mechanisms allow everyone to find their perfect match, providing the functions and style they seek. We have prepared a selection on Modalova to help you discover brands that engage in this new approach, thus encouraging their development. The idea is not to limit ourselves to brands offering 100% French watches, but to support those making the effort to do their best, aiming to constantly improve and showcase our artisans.
Also, check out all our tips for choosing a women’s watch, and learn how to match it to your style!
