Video: Meet The Artisans De Genève And Discover Their Exceptional Craft
Artisans de Genève is an independent watchmaking workshop offering handcrafted timepiece customization and restoration services. AdG is neither associated nor affiliated with the makers/brands of those timepieces. Artisans de Genève carries out work at the sole request of its customers, on their timepieces, for their private use only.
The Artisans de Genève are a group of dedicated and talented specialists in their field, who create one-of-a-kind timepieces that bring watch dreams to life. It all starts with a client’s idea; it continues with a joint creative process; and after handing over your personal, precious watch, the transformation begins. To fully comprehend how AdG works, Fratello introduces passionate artisans, including gouache artist Lucie, gemologist Seraina, and watchmakers Michel and Geoffroy. But first, meet Deputy CEO Philippe Wassmer, who will explain the philosophy and modus operandi of the Artisans de Genève.
Historically, Geneva is the center of Swiss watchmaking. And in the historic center of the city on the lake, Artisans de Genève has its atelier. It’s a unique place where uniqueness is the rule and where craftsmanship and creativity rule supreme. Here, AdG makes watch dreams come true. And it all starts with an idea. Deputy CEO Philippe Wassmer, a born-and-bred Genevan, emphasizes that every project starts with a personal vision. It’s driven by a watch owner who wants to create something one of a kind — a timepiece that reflects his or her story, taste, and personality. Among other things, Wassmer’s role is to understand that vision and guide it when necessary.
Meet the Artisans de Genève: Lucie and Seraina
The craftspeople are involved in a new project almost from the very start. Artist Lucie, for instance, transforms a client’s project into a painted illustration through successive layers of gouache. Nowadays, this is a very rare and highly demanding profession because of the precision required. Gouache brings a watch idea to life in a warm, vintage-inspired way. It offers an intriguing glimpse of what’s to come and proves that anticipation is the soul of enjoyment.
If a watch dream includes gemstones, Seraina makes sure to select precisely the right ones. She believes that the profession of gemology is, above all, an art of observation. But intuition and precise knowledge of which stones to select for their purpose are her talent and quality. What Seraina looks for goes beyond color and clarity. The depth of each stone, its transparency, and the consistency of the cut all matter. On a gem-set bezel, every stone should share the same proportions and table size to create a perfectly balanced appearance. Her goal is to ensure that, even with the naked eye, the result looks effortless and flawless.
Meet Michel and Geoffroy
Watchmakers Michel and Geoffroy work on the inner workings of a watch. And just like the exterior, the interior also receives personalized alteration and decoration. Michel oversees quality control throughout the entire customization process, from the moment a client’s watch arrives at the workshop until it’s ready to leave. He says that what makes his work so rewarding is that no two projects are alike. Every watch is shaped by the owner’s choices, whether that’s the color palette, the finish of the case and middle case, or countless other details. Traditional finishing techniques, such as anglage, circular graining, and satin brushing, on components that most owners may never see deserve special mention. Those details reflect the level of care that goes into every watch.
Geoffroy assembles movements at Artisans de Genève, but his work encompasses much more. He uses traditional hand-finishing techniques to transform industrially produced calibers into movements that feel unmistakably artisanal. It demands precision, patience, and a steady hand, as well as an eye for the details that define high horology. What sets the creation process apart, he explains, is the client’s involvement. Owners actively shape the result through their choices of colors, finishes, and components. And every project is different, giving each watch a distinct identity.
Geoffroy
For Geoffroy, two moments stand above the rest. The first is when the balance is installed and the movement springs to life for the first time. The second comes during final assembly, when the dial, hands, bezel, and case come together. It’s the moment the watch reveals its character and the client’s vision becomes a finished timepiece.
Outstanding examples of uniqueness
The unique outcome of each project is always surprising. Since a project starts with a highly personal idea, the final watch is as unexpected as it is unique. There are some outstanding examples to underline that. The “Spider,” for instance, is the project of Mr. S.C.L., and the chronograph stands out with its dial made of spiderweb turquoise sourced from the Arizona desert.
Mr. V.A. is a Franco-Italian automotive tuner who made a name for himself on European racing circuits by optimizing machines for private racing teams. Shedding weight is an important way to improve a car’s performance on the track, and “The Story of 66g” is a watch that takes the same approach. At the sole request of Mr. V.A., AdG created a transparent, striking, one-of-a-kind timepiece, stripped down to its essentials, weighing just 66 grams.
Maroon 5 frontman Adam Levine’s glowing “Neon” was another remarkable project brought to life by AdG. If these pieces left you feeling all inspired, and you have a watch that could serve as the canvas for something similar, please contact Artisans de Genève to see what is possible — something like the golden, glowing chrono in the picture, for instance.
Artisans de Genève is an independent watchmaking workshop offering handcrafted timepiece customization and restoration services. AdG is neither associated nor affiliated with the makers/brands of those timepieces. Artisans de Genève carries out work at the sole request of its customers, on their timepieces, for their private use only.
