By Isaac Wingold
Independent watchmakers often strike a chord with us, due to the personal stories behind their creations, and the sheer amount of emotion in their work. While Alexandre Meerson has spent the better part of his career working for luxury conglomerates like LVMH and Richemont, he has long, firm roots in independent watch brands thanks to his father: Emerich Meerson (we here at ATimelyPerspective remember Emerich Meerson and his fashion-forward brand). This month Alexandre follows in his father’s footsteps, launching his own self-named brand: Alexandre Meerson. The brand’s inaugural collection of classic watches for men and women, “Altitude,” combines a truly intriguing aesthetic with a multitude of subtle details, all crafted to the highest standards of haute horlogerie.
eerson’s father Emerich, an influential designer of jewelry and watches himself, believed in designing distinctive and comfortable watches. Alexandre has implemented this notion into his own collection of fully Swiss-made watches by respecting tradition while challenging the status quo through his heavily art-deco inspired pieces. Faint characteristics of the watch also add to the overall soul of the collection, like the Altitude Premiere’s asymmetric dauphine hands, and date window – inspired by the staircase of the Peace Hotel in Shanghai, an art-deco landmark itself. These subtle touches are what Meerson calls “Art in Detail” as they “first appear simple, yet reveal striking details to the wearer over time.”
Mechanically speaking, the Altitude collection is top notch. The timepieces feature modified Vaucher movements, dubbed the AM-4808 by Meerson. This is certainly impressive for a watch starting at under $10,000 USD, as Vaucher movement are most commonly found in watches from brands such as Parmigiani Fleurier and Richard Mille. Meerson has also developed a “titanium envelope,” in which the movement sits, to improve the overall strength of the watch and to ensure long-lasting accuracy.
As Meerson is a “child of the digital age” so to speak, he deeply understands the importance of integrating technology into the experience of purchasing and owning a piece of haute horlogerie. Upon ordering an Altitude, consumers will be provided with login info for a website where they can view their own watch being assembled. A genuinely personal touch has also been added to every piece in the new collection, as each watch will include a bespoke, made-to-measure strap to ensure maximum comfort.
Not only does the launch of this new brand represent a new player in the world of haute horlogerie, but also it’s the next chapter in the Meerson family tradition of creating beautiful, luxurious, and now horologically sophisticated watches. The first collection will be produced exclusively in very limited quantities, all in precious metals, with unique pieces available through special order. Next month, the brand plans to unveil the Officer collection, followed not too much later with a “very special” dual time series, D15. With such a strong launch, we can’t wait to see what Alexandre Meerson has in store for these lines and for the future.