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“We belong to the French watchmaking legacy,” said Maxime Herbelin.

MAINTENANCE –As part of the celebrations for the brand’s 75th birthday, the Jura logo is being updated, the company is dropping its historically significant first name, and today marks the opening of a massive store in the middle of the city.

As part of the celebrations for the brand’s 75th birthday, the Jura logo is being updated, the company is dropping its historically significant first name, and today marks the opening of a massive store in the middle of the city.

LE FIGARO. – Why open your first boutique in Paris?

Maxime Herbelin. – Up until that time, we had no intention of poaching clients from our distributors because we were aware that we had spent the previous seventy-five years establishing a distribution network consisting of 650 places of sale across France. This Parisian boutique will, above all else, function as a display area, just like other luxury labels do. Its purpose is to demonstrate who we are, our level of expertise, and the fact that we are a part of the rich tradition of watchmaking in France. And then there’s Herbelin, located in the middle of the Saint-Germain-des-Prés neighborhood, on two stories, with 15 meters of shop window space on rue Bonaparte, right next to Breitling and Rolex. This adds a new dimension to our business, which will also be advantageous to our distribution network.

Are you observing a revival of French watchmaking?

This topic of “made in France” comes up quite frequently in my conversations. More and more entrepreneurs…

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