From the great Swiss maisons and independent watchmakers to exceptional complications and collector favourites, Boulevard explores fine watchmaking through exclusive interviews, original photography and films, and reports from the industry’s leading fairs.
The world of fine watchmaking encompasses centuries-old maisons, independent manufacturers, specialist artisans, and a growing community of highly knowledgeable collectors. At its highest level, the appeal extends beyond technical achievement to the originality of a movement, the quality of its finishing, the character of its design, and the people responsible for its creation.
Boulevard’s interviews with watchmaking executives, designers, and specialists offer insight into the decisions behind exceptional timepieces, from mechanical innovation and bespoke commissions to changing collector preferences. Alongside original photography and films, our coverage includes Watches and Wonders, new collections, significant releases, and the wider culture of collecting.
Work with us
Boulevard partners with leading watchmaking maisons, independent brands, and specialist retailers to present exceptional timepieces to its international audience through film, editorial, print, digital, and private distribution.
The state of high horology
The relationship between watchmakers and collectors is changing. Technical knowledge, once concentrated within manufacturers and specialist dealers, now circulates through collector communities, independent commentators, and social media. Buyers have greater access to information about movements, finishing, production, and provenance—and increasingly expect brands to engage with them at that level.
Jean-Christophe Sabatier, chief product officer at Ulysse Nardin, describes a market in which the distance between manufacturers and their customers has narrowed considerably. He identifies the pandemic as an important turning point, when a younger generation began studying watchmaking in greater depth. For established maisons, technical credibility and the ability to explain their decisions have become increasingly important parts of the relationship with collectors.
The commercial environment presents a different challenge. Nicholas Rudaz, CEO of Franck Muller, acknowledges a softer luxury watch market but argues that independence allows the manufacture to prioritise creativity and complicated watchmaking without the same pressures faced by publicly listed groups. His perspective illustrates an important distinction between the commercial strategies of different watchmakers, even at comparable price levels.
At Bovet, owner Pascal Raffy approaches collecting from another direction: the relationship between personal commissions, craftsmanship, and artistic expression. His emphasis on bespoke watchmaking reflects a market in which individuality can matter as much as mechanical complexity.
These perspectives point to a more discerning collector culture, although not a uniform one. Some buyers are drawn to technical innovation and independent production; others place greater importance on heritage, rarity, or the opportunity to commission something personal. Understanding those differences—and the people and manufacturers behind the watches—is increasingly central to collecting at the highest level.
The bigger picture
The Watch Edit: The latest releases in haute horlogerie
Watches and Wonders 2026: The defining trends
View from the top
“End consumers now know almost as much as I know about my own products.”
Jean-Christophe Sabatier, Chief product officer, Ulysse Nardin
Read the interview with Jean-Christophe Sabatier
“Our strength lies in the fact that we are independent. We don’t rely on making good numbers or improving share value. This allows us to concentrate on the collection, creativity, and on making beautiful complications.”
Nicholas Rudaz, CEO, Franck Muller
Read the interview with Nicholas Rudaz
“Creating a bespoke piece is a way to express a moment or detail of your life. It must be beautifully made, high in quality, and truly unique. You’re not just collecting a watch, you’re collecting a piece of art.”
Pascal Raffy, Owner, Bovet
Read the interview with Pascal Raffy