We sat down with Rolf Studer, CEO of the independent watch brand Oris, at Watches and Wonders to discuss the brand’s latest innovations.
Every time I receive a press release from Oris in my inbox, I open it with genuine excitement—wondering which new Oris timepiece will bring a smile to my face. Earlier this year, the ProPilot X Miss Piggy watch did exactly that. Just as cheerful as the colorful watch itself were the words of CEO Rolf Studer, whose optimistic outlook and uplifting message about hope mirrored the spirit of the design. At Watches and Wonders—one of the year’s most prestigious watch fairs—we caught up with Studer to hear more about Oris’s newest releases and the philosophy that drives the brand forward.
Let’s start with your personal journey. How did you find your way into the world of watchmaking?
Oris is the second company I’ve worked for in my career. Before that, I was with Coca-Cola. My path crossed with Oris in 2006, and that was my introduction to the world of watches. I’ve been with Oris ever since—without a single day of boredom.
Oris is known as one of the industry’s most important independent brands. What sets you apart?
At Oris, we believe in an inclusive definition of luxury. We stand for equality, diversity, and open-mindedness—values that truly set us apart. Our mission is to celebrate the art of mechanical watchmaking. When we attend events like this, we’re here to talk about watches and connect with fellow enthusiasts. That human connection energizes me. I feel better, because I know I’m helping others feel better too.
Let’s talk about the innovations you’re presenting at Watches and Wonders 2025. Which models are your personal highlights?
One of our main releases this year is the Big Crown Pointer Date—an iconic collection that has been in continuous production since 1938. It’s also one of my personal favorites. What I love about this model is the way it displays the date: instead of a date window, it uses a pointer hand that circles the dial. This version is powered by our in-house caliber 403, which offers standout features like a 120-hour power reserve and a 10-year warranty.
Can you share a bit about Oris’s broader strategy in recent years?
Our central philosophy has always been to put a smile on people’s faces—and that extends to our pricing. Oris has consistently been a brand for individuals who earn their own money and appreciate well-crafted watches. That’s why we strive to keep our price range accessible. At the same time, sustainability remains a core focus for us—not just environmental, but also social and economic sustainability. These are essential to our identity as an independent brand that stays grounded and forward-thinking.
What’s your perspective on the Turkish watch market?
I believe there’s a growing number of passionate watch enthusiasts within Turkey’s expanding middle class. I’m confident that the Turkish market will continue to gain significance in the coming years.
At the start of our conversation, you said Oris aims to make people smile. Would you say you believe watches are tied to emotion?
Absolutely. That’s the essence of everything we talk about when it comes to watches. Nobody buys a watch just to check the time anymore. We buy them because we want them—because they create emotional resonance. For me, wearing a watch is a way to step outside the routine, to find a small escape during the day. When I glance at the Pointer Date on my wrist, I take a moment to admire the color, the details—and that moment brings me joy.
Lastly, how would you describe Oris in just a few words?
Oris is a brand that wants to bring joy, spark energy, and inspire good feelings. We’re here to celebrate the art of mechanical watchmaking with everyone who joins us on this journey.
