THE TIME: Mr. Donzé, to be honest: I don’t know if I’m qualified for this interview. I wear a cheap Swatch and don’t understand why you can spend several thousand francs on something as simple as a watch.
Pierre-Yves Donzé: Then unfortunately you really don’t understand what the watch industry is all about (laughs).
TIME: Please explain it to me.
Donze: Over the past 50 years, the wristwatch has evolved from a functional object that tells time to a symbolic object. A luxury accessory that is purchased to affirm the wearer’s self-image and show their wealth. An expensive watch therefore has a strong emotional value, and this translates into economic value for the watch companies. For companies, however, it is no longer just about producing the most special product possible. But to create an entire universe that surrounds their watches: with stories, messages, experiences. The industry is unbeatably good at this.