In the world of haute horlogerie, few names carry the mystique of Jaquet Droz. Known for its automata, métiers d’art, and poetic approach to time, the brand has spent nearly three centuries challenging conventions while keeping emotion at the heart of every creation.
Thank you for reading this post, don't forget to subscribe!During his recent visit to India, Alain Delamuraz, CEO of Jaquet Droz, shared his thoughts on legacy, innovation, and the brand’s deepening connection with Indian collectors.
Art Beyond Time
When asked whether Jaquet Droz feels closer to a poem, a painting, or a piece of music, Alain Delamuraz resists a single definition: “I think that all the arts are connected. Watchmaking art, métiers d’art, paillons, enamel, engraving, micro-painting — all these things are together. If you copy an art, you die. All the arts need to be challenged every time.”
For him, watchmaking at Jaquet Droz is less about the object itself and more about the dialogue it inspires: “We do not make a piece and then try to sell it. We create it together with the people who will wear it. It’s a connection, a human connection.”
Disruptive Legacy
With centuries of history behind the brand, the temptation might be to look backward. Alain Delamuraz instead looks forward: “The question is not what did Pierre Jaquet-Droz do, the question is what he would do today if he were still alive… He was a disruptive person — inventive, creative, full of craziness. We have to keep this disruptive attitude. Disruptive is positive — it is not destroying, but it is faster and more creative than normal evolution.”
For him, disruption is not an occasional strategy but the brand’s DNA: “Innovation is our tradition. Disruption is our legacy.”
The Soul of Emotion
Precision is essential, but it is emotion that defines true luxury. As Alain Delamuraz explains: “You can have passion, authenticity, technical excellence — but without emotion, it is nothing. We are in direct connection between an artist and another artist who is the collector. If there is no emotion, people don’t buy. There is never, ever something we do without emotion.”
That emotional connection is rooted in people — the watchmakers, artisans, and collectors who bring each piece to life: “The soul is that you can see the people making your piece of art. You talk with the engraver, the painter, the enameller. You create together. That, I believe, is the soul of Jaquet Droz: putting people together, humanizing luxury, and giving emotion — not only price.”
India: A Dialogue of Cultures
India, with its rich artistic heritage, resonates naturally with Jaquet Droz’s philosophy. “We take inspiration from every culture — Japan, China, India. We also did some Indian themes. Always by hand, always unique, one-of-one. That is why I am here in India — to feel the culture, to meet people, to understand more, and to be more ready to create bespoke pieces of art in the spirit of this culture.”
Indian collectors, he observes, are especially eager to co-create: “It would begin with colors, crafts, and themes unique to India — because this is what connects naturally to our métiers d’art. We work with the client to refine it: more blue, less green, more red, different materials. The idea is always to co-create.”
What excites him most about the market is its youthful boldness: “The younger generation cannot be fooled. They want authenticity, emotion, and individuality. They are curious and bold. That’s why we create both the timeless and the unexpected.”
Collaborations & Living Art
Beyond watches, Jaquet Droz has often blurred the lines between horology and fine art. A striking example is the brand’s collaboration with John Howe, the legendary illustrator behind The Lord of the Rings: “He created a dragon for us — his signature is engraved on the back, and the automaton moves with 16 separate pieces. This is live art. With a lot of pleasure, we are always ready to collaborate with artists. Our concept is to redefine painting, engraving, or sculpture so collectors can travel with their piece of art.”
It’s a philosophy that aligns perfectly with India’s own artistic traditions — a fertile ground for future collaborations.
An Industry of Emotion, Not Marketing
In a world where marketing often overshadows craft, Alain Delamuraz insists on a more human-centered approach: “In our case, we don’t do advertising anymore. Our marketing concept is to know the people and to interact with them. Automata are about surprise and emotion — you don’t know what will happen, then suddenly something moves and you say ‘wow.’ That surprise is the emotion. We are not only a brand, not only a watchmaker. We are an emotion.”
Conclusion
Alain Delamuraz’s vision for Jaquet Droz is clear: a brand rooted in disruption, guided by emotion, and deeply connected to its collectors. Whether through métiers d’art, automata, or bespoke creations inspired by India, Jaquet Droz continues to prove that true luxury lies not only in what is made, but in the human connection it creates.
