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Crafting Timeless Elegance watch enthusiasts through the brand’s history. a big part in its history and continues to play expand our museum in Geneva, but we are

a pivotal role today. Technology is everywhere
“The Atelier is home to a showroom and
looking to host some museum-based events
has a retail experience offering. On show
US and the Middle East,” comments Ziviani.
Ziviani comments that the same can be said of
within the museum is a selection of vintage and it is something that is used every day. around the world in locations such as Asia, the
pieces produced through the years, along with the watch industry, as they are selling watches “In the following years, we have in the pipeline
the sketches and drawings from Mr. Genta,” of incredible value through e-commerce sites. investment being put into manufacturing,
explains Federico Ziviani, CEO of Gerald Through their social media platforms, they research, development and engineering.”
Charles. “There is also a small workshop on- emphasise the lifestyle element of the brand, as The company will continue to grow, but
site where we make custom and bespoke well as highlighting the quality of their products. it is looking to do this on a careful, planned
pieces along with some craft making. The site A brand that cares deeply about sustainability, production basis towards 2030 and this is what
offers a unique retail, educational and watch its watches are made with this in mind, as they they are working towards each and every day.
making experience and I highly recommend are designed to last for many decades without While the amount of watches they produce will
people to come and visit.” ever being thrown away or recycled. As well not increase monumentally, they will continue
In recent years, the business has adapted to as sourcing and tracking all the materials they to increase production levels to better serve
new and younger generations of collectors. use, they also give back to the industry. They their affluent customers around the world.
Ziviani himself says that he tests each new are soon to host a charity auction where they “I was born and raised in the watch industry
product to ensure its comfort, lightness and will gift a watch to a charity to raise funds for and when this opportunity arose to come and
wearability before it goes into mainstream certain activities. guide the next stage of Gerald Charles, I took
production. “Our average client age is now 39 This year the company is celebrating its 25th a look at the history of the brand and said to
years old, which actually makes it very young anniversary by taking this opportunity to look myself, if there was a book about watchmaking,
for a high-end watch brand, which we are back at their history, at their archives and at the this brand already has a chapter within it… I
proud of because it offers the chance for a watches they have manufactured during this time, could not pass up the opportunity to try and
long-term customer relationship.” such as the unique pieces Mr. Genta designed. expand on this and build the story of the brand
The digital transformation that has occurred “It is a year of unveilings and celebrating what and it is a challenge I look forward to continuing
since the inception of the business has played we have achieved. Not only are we looking to in the coming years.”

Caption.
Gerald Charles was founded in 2000 by the legendary designer Gérald Caption caption
Charles Genta and is an independent, family-owned watch company based in
Switzerland. Here, RLI sits down with CEO Federico Ziviani to speak about
the legacy of the business, how they maintain their core values and design
principles and what the future looks like.

t the turn of the century, Gérald Charles in ergonomic studies so that it is one of the
AGenta launched his last brand, Gerald most comfortable watches in the world. Their
Charles as a way of expressing his own products also have to be waterproof and every
creativity. In 2003, he entrusted the company single item is waterproof to 100 metres, this is
to a group of investors led by the Ziviani family a pre-requisite on any new collection. Finally,
who still operate the business today. each product must be refined with the best
After taking the reins in 2019, CEO Federico details and best mechanics.
Ziviani set about putting his new vision into Holding a unique position within the luxury
practice as he began to make the watches more segment, Gerald Charles reaches a wider
accessible to allow for a wider audience to connect audience than some of their contemporaries,
to them. An example of this is that in the last few but they also remain a niche brand as well.
THE ATELIER IS HOME TO A years the business has expanded its production Not seen as a competitor to other names in
SHOWROOM AND HAS A RETAIL capabilities from 100 units to 1,500 last year. They their bracket, instead they are seen as a unique
EXPERIENCE OFFERING. ON also went from not having an in-store presence addition to a collection, through the distinctive
SHOW WITHIN THE MUSEUM IS A to operating within 80 locations across America, Genta touch and novel design.
SELECTION OF VINTAGE PIECES Asia, Europe and the Middle East. Operating one flagship site in Geneva, the
PRODUCED THROUGH THE YEARS, The core goal of the house is to make Gerald Charles Atelier Genève, it is a space that
ALONG WITH THE SKETCHES AND collectors happy and bring a smile to their hosts the Maison’s lounge and museum, along
DRAWINGS FROM GENTA.” faces. This means that their products need with a number of exclusive pieces designed
Federico Ziviani, CEO to be extremely comfortable, so they invest by Mr. Genta between 2000 and 2011, taking Genève, Switzerland

MARCH 2025 RETAIL & LEISURE INTERNATIONAL 29