Inside Greubel Forsey: CEO Michel Nydegger On Strategy, Craftsmanship, And The Future

Since its founding in 2004, Greubel Forsey has built a reputation as one of the world’s most uncompromising and innovative independent watchmakers. Known for pushing the boundaries of high horology, the brand has consistently redefined movement architecture, manual finishing, and mechanical ingenuity. Whether through groundbreaking inclined tourbillons, the unparalleled craftsmanship of the Hand Made series, or the bold, modern Convexe collection, Greubel Forsey has never been a brand to follow trends — it sets them.

In 2025, Greubel Forsey continues to evolve. Under the new leadership of CEO Michel Nydegger, the brand has introduced a blend of cutting-edge mechanical advancements and a renewed focus on traditional watchmaking artistry. The recent launch of pieces like the Nano Foudroyante EWT and Hand Made 2 suggests a return to the roots of the brand’s signature craftsmanship. At the same time, GF has remained committed to attracting new collectors with its more contemporary offerings.

Now that Michel has had time to settle into his role as CEO, I took some time to sit down with him to discuss the brand’s future, his impact on GF’s direction, and what enthusiasts can expect in the years ahead.

A balancing act: tradition meets modernity

One of the most intriguing developments at Greubel Forsey recently has been the emergence of pieces that hark back to classical watchmaking, such as the Nano Foudroyante EWT and the Hand Made 2. At first glance, this could suggest a deliberate pivot away from the futuristic Convexe line. But Michel sees it quite differently.

“We don’t see it as a shift but more as a natural balance,” he explained. “The Convexe collection let us explore a more contemporary expression. It was a chance to stretch our creative muscles. At the same time, creations like the Hand Made 2 reconnect us with the roots of watchmaking, while the Nano Foudroyante EWT points toward what we believe will be its future. Their approach may look different, but they speak the same language.”

In other words, both traditional and contemporary aesthetics are at the core of the Greubel Forsey DNA. It’s not an either/or proposition — it’s a dialogue between two different yet overlapping approaches to watchmaking.

Connecting with the next generation

At the end of 2023, Greubel Forsey made headlines with the launch of the Balancier 3, a sportier, more dynamic piece aimed at newer collectors. It marked a strategic move to expand the brand’s reach, and according to Michel, it paid off.

“The Balancier 3 invited in people who’d maybe admired from afar but hadn’t yet been ready to take that leap into starting their Greubel Forsey collections,” he told me. “It proved we could speak in a more dynamic tone and remain true to ourselves.”

This wasn’t just about design, then. It was also about accessibility, at least within the rarefied world in which Greubel Forsey operates. With a more modern aesthetic, “that” integrated strap, and a slightly lower price point compared to its siblings, the Balancier 3 served as a gateway into the GF universe. And in doing so, it challenged some long-held assumptions about who the Greubel Forsey collector could be. Still, Michel was quick to clarify that targeting younger buyers isn’t about age demographics.

“To me, it’s less about age and more about connection. The most rewarding experience is when we meet people who genuinely feel something when they see and wear a Greubel Forsey timepiece. That spark — that’s what it’s all about. Whether Greubel Forsey customers are 28 or 68 years old doesn’t matter. What matters is that they care and that they’re curious. We strive to create work that earns that curiosity and delight.”

This refreshing mindset resonates beyond classic marketing strategies. In an era when many collectors are driven by hype and resale value, Greubel Forsey is betting on emotional connection and the idea that true horological art still speaks for itself, even in a crowded landscape. Whether it’s through complexity, creativity, or craft, GF aims to engage the kind of collectors who want more than a logo on their wrist, and I am here for it.

Valuing stewardship over change

Taking over the reins from Antonio Calce, Michel stepped into a brand already navigating strategic evolution through streamlining production, embracing integrated straps, and expanding sportier offerings. So, where has he left his mark?

“Our main focus has been to ensure we stay true to the original vision set by Robert Greubel and Stephen Forsey. That vision — radical innovation, total integrity in craft, and zero compromise — still guides everything we do.”

Rather than overhauling, his approach has been more about refinement — improving internal processes, enhancing communication, and ensuring alignment across the team. As for the roadmap?

“I wouldn’t presume to rewrite the roadmap; it was built with care and vision long before I arrived,” Michel added. “My role, together with the team, has been more about making sure we don’t lose sight of it. Day to day, it’s about staying on course, keeping things coherent, and helping the team move forward with clarity.”

Innovation behind the curtain

Innovation has long been synonymous with Greubel Forsey, and that’s not changing any time soon. In fact, the brand’s most recent unveiling, the Nano Foudroyante, is the result of more than a decade of research and development. It’s also part of the brand’s Experimental Watch Technology (EWT) platform, an R&D lab that’s been quietly running since 2006.

“It’s our space to test boundaries without a production deadline breathing down our necks. Some ideas will make it into future timepieces, while others might stay in the lab forever, and that’s fine. It keeps us learning, exploring, and occasionally landing on something incredibly exciting.”

The EWT platform is a crucible of ideas in which technical audacity meets complete creative freedom. From new escapement concepts to ultra-miniaturized complications, what begins in EWT often redefines the upper limits of what’s possible in mechanical watchmaking. With no pressure to commercialize every idea, the team is free to follow inspiration to its furthest edge. And sometimes, doing so produces results like the Nano Foudroyante — concepts that take over a decade to mature but arrive as something the watch world has never seen.

A living craft

For all the technical wizardry, Greubel Forsey is perhaps most revered for its finishing. In an industry chasing efficiency, it’s tempting to ask whether finishing could be reimagined through modern tools or methods.

“Finishing is sacred, but it’s not stuck in time. It has to remain human — that’s non-negotiable. But within that, there’s still a lot of room to play. We’re not trying to replace the past; we just want to add new dimensions to it. I suppose it’s a bit like jazz — rooted in tradition but always open to improvisation.”

Indeed, what sets Greubel Forsey apart is not just the level of finishing but the philosophy behind it. Techniques like black polishing, sharp internal angles, and mirror-like frosting aren’t merely aesthetic choices; rather, they’re also statements of intent. They say that no shortcut is acceptable. But what’s equally compelling is the brand’s openness to expanding the definition of manual finishing. As new materials, coatings, and techniques emerge, GF is exploring how the hand can evolve alongside them without losing its soul. It’s not about supplanting the past. It’s about layering innovation over heritage, one surface at a time.

Looking ahead to what’s next for Greubel Forsey

So, what can collectors expect from Greubel Forsey in 2025? While Michel is careful not to reveal too much too soon, it’s clear that more is coming, both from the Experimental Watch Technology platform and the brand’s broader vision of pushing horological boundaries. The team has spent years developing ideas that have yet to be revealed, and the groundwork laid with the Nano Foudroyante is just one glimpse into that.

“We’re not driven by being the first or the loudest,” Michel says. “It’s about creating something that truly surprises people — something that feels impossible until it’s real. Let’s just say 2025 is going to be worth watching closely.”

If the past is any indication, he’s not bluffing. In other words, 2025 may not just bring more watches — it may also bring more questions, more curiosity, and more moments when the watch community pauses to yet again ask, “How did they do that?”