Contact
Twitter
Facebook
Youtube
FRANCAIS
On wednesday, February 3rd 2010, Maison Caran d’Ache opened its first European boutique at the international airport of Geneva. Ambassador of what the Swiss consider as the most intimate, the manufacturer of the Haute Ecriture from Thônex (Geneva) reinforces its presence in the world of beauty and elegance. But what link does the house have with watchmaking?
On Wednesday, February 3rd 2010, the house Caran D’Ache opened its first European boutique at the international Airport of Geneva, with presence of François Longchamp (the Swiss state counselor), Jacques Hübscher (the president and the major shareholder of Caran D’Ache), and Robert Deillon (the director of international airport of Geneva).
But what link is there between watchmaking and Caran d’Ache? It would be easy to find some links such as the love of precision, the swiss origin, the tradition, or the manufacturing in one of the cradle of the watchmaking industry, Geneva. Besides, in its history, the brand has already been part of the world of watchmaking by manufacturing some eponymous watches. And if you look carefully you might see one on the wrist of its president, Mr Jacques Hübscher.
But these links go much further:
First of all, there is the collection 1001 of Haute writing tools. The presence of 500 watchmaking components in its structure can be seen within a blink. This collection is a true tribute for those who, just as the house Caran d’Ache, have a particular love for a well accomplished and finished work: the watchmakers.
This collection gives the possibility for watch-lovers to see the delicacy of clockworks, bridges and even balance. By inventing in 2005 this quill, which pays tribute to the mechanical aesthetic, the writing instrument manufacturer from Thônex highlighted the real problems which occurred in 2007 in watchmaking industry, since this master-work had to be made during the time of the movement crisis. Finding parts was really challenging. The result? A master-piece made in limited series: 10 in gold, and 500 in rhodium silver.
Then comes the company. Caran d’Ache, a small manufacturer which works with 284 partners, and cultivates authenticity. The authenticity of know-how, but also and most of all of the knowledge of one’s capacities. Indeed, with an identification rate that can make competitors pale, it is not rare to find some partners who have been working with Coran d’Ache for 10, 15, 20 years. Humans are the heart of the house worries. Achieving oneself with pride contributes to the production of high technology pieces perfectly hand-crafted.
And finally, there is the piece. Or rather the relationship between the man and the piece.
Undoubtedly personal, a writing tool, just like a watch, revels the personality of its owner. Every detail is important: the size, the weight, the design, the color, or the nobles. A fountain-pen, a roller-pen or a mechanical-pen follow their owner everyday in their actions and hours. In contact with the instrument, a delicious pleasure can be felt. The same as the one we feel towards a time-piece. Personal, almost intimate, a writing-instrument and a watch both have a strong bond with their owner. In addition, one can remarkably notice that the pen and the watch are the only pieces that can be transmitted from one generation to another.
What can we say about these intense moments spent writing long letters to a person who is far, with our most beautiful writing instrument? Aren’t they alike these moments spent waiting, and in which our only companion was the unseen movement of the hands, on the watch-dial of our wristwatch? Don’t we have the same compulsive manners of using our watch or our pen on these embarrassing and endless moments? If the writing instrument is the vector that ties our soul to another; the watch is the one that ties us to our history.
But let’s go back to the boutique of the international airport of Geneva. Sharing its space with other luxury products, this boutique is the ambassador of something strong and much more authentic, and which we call: the Swiss Made. It is about the Swiss soul. In fact, is there any Swiss who doesn’t remember the incomparable touch of the drawing-pencil, or the pen she/he was given at school? There is also the color, the smell of the drawing pencil… This brand, this manufacturer is part of the collective sub conscience of the Helvetians; it is one of rare common points which ties all the Swiss together, no matter the region they are from, the language they speak, nor their culture. With this boutique in the international airport of Geneva, it is all their heart that they offer to visitors!
Wooden and lights made, this space reflects the nobles and the elegance of the pieces its present. Its sober decoration, and environment remind us of our own office table with its uncountable drawers and shelves. We feel particularly good contemplating or choosing emotional instruments such as a fountain-pen or a pencil. All the product range can be found; from writing tools at 150 CHF to the most prestigious pieces at more than 20 000 CHF.
let’s bet that this link with the watchmaking will be strengthened with the latest products still secretly kept, and which will be presented during the show of the Hotel Ramada in Basel, far from the international international watchmaking show, Baselworld, in March 2010.
Meanwhile, we only have to take our most beautiful quill Caran d’Ache and write a letter full of tenderness to our favorite watch…
M.Barrachina
