From TAG Heuer and Omega to Hublot, Blancpain, and now his own JC Biver Watches, Jean-Claude Biver has dedicated over half a century to the world of timepieces. With time moving at its own pace in this realm, we spoke to him about mastering the art of time.
As a master in high watchmaking, how would you define mastery?
Experience, patience, and vision are qualities I possess today that I didn’t have 40 years ago. The dexterity, composure, attentiveness, a more carefree mindset, and consistency I’ve developed over time were missing back then. Having seen both sides of the journey, I now see mastery as a tremendous wealth.
You’ve led iconic brands like Blancpain, Hublot, and TAG Heuer throughout your career. How did you adapt to each?
Love has been the common thread. Without love for the brands, adaptation would have been impossible. My respect and affection for their unique identities played a vital role in my ability to connect with them.
How did you shape your overall marketing strategy?
My marketing and commercial strategies have always aligned with the brand’s philosophy. I believe in approaching a brand’s deep-rooted legacy and philosophy with meticulous care.
Which brand posed the greatest challenge?
TAG Heuer was the most challenging for me; adapting to its identity was difficult. In contrast, Blancpain felt closest to my heart and soul.
You recently launched your own brand, JC Biver Watches. What sets it apart?
JC Biver Watches represents ideas and products I’ve never fully explored during my fifty-year career. Repeating past successes brings neither richness nor new value, so this brand is truly unique.
It’s essential to remember that time is often on your side.
You’re collaborating with your son, Pierre Biver, on this venture. How do you view the role of the younger generation in high watchmaking?
The younger generation is dynamic, fast, and productive, but they often overlook the importance of time. In my view, they tend to underestimate administrative complexities and the nuances of human relationships.
With over fifty years of experience, how do you view the watch industry today?
The watch market is now distinctly segmented. On one side, there are super-luxury brands dominated by 6-10 key players, and on the other, accessible brands. Being positioned in the middle of this spectrum and achieving success is increasingly challenging.
High watchmaking involves both philosophy and mechanics. Is there a lesson it has taught you that stands out?
The most important lesson I’ve learned, though it took time, is the value of patience and the wisdom it brings. Patience is, without a doubt, one of life’s golden rules. It’s essential to remember that time is often on your side.
What has been your greatest source of pride?
The people who have worked alongside me over the past fifty years and contributed to the success of the watch brands under my leadership are my greatest source of pride.
Life is as intricate as a timepiece. How do you navigate its complexity?
Life often presents unexpected and unwelcome situations. The key is to stay calm and avoid acting under pressure. Patience and wisdom are the best remedies for unpredictability.
As a watchmaking legend, what can you share about your personal collection?
I’m particularly fond of watches from the 60s and 70s, which I consider the golden age of watchmaking. My collection reflects my personal taste and the artistic philosophy I’ve developed over the years.
You also have a passion for cheese making. What inspired this hobby?
Cheese connects me to the Swiss valleys of the 15th century, where watchmaking originated. Farmers of that era, whose primary livelihood was dairy production, created the foundation of watchmaking—a craft that contrasted sharply with their nature. My interest in cheese stems from a deep respect for these pioneers of horology.
To wrap up this interview, could you share some advice with our readers, Jean-Claude Biver?
To conclude, I won’t offer an advice, but a wish: may everyone have the chance to make a living from their passion in life.
