Inspired By Stories

Van Cleef & Arpels’ romantic approach stands out in the landscape of Genevan watchmaking.

- Wei-Yu Wang

Like many other Geneva-based watchmaking workshops, the one belonging to Van Cleef & Arpels has decorated its walls with sketches and design drawings. Unique to this one is the whimsical subject matter: butterflies, fairies, ballerinas and astronomical fancies. There is a carefree, bohemian storytelling to the maison’s development process. Its origin reflects this; it was founded through a love story of its own, between Estelle Arpels and Alfred Van Cleef. The first location, at Place Vendôme in Paris, opened in 1906.

That romantic French outlook is still key to Van Cleef & Arpels today. The maison’s headquarters and creative centre are still in France. “The whole legacy, patrimony, stories, inspirations, and designs are really embedded in the culture of Van Cleef & Arpels,” explains its CEO, Nicolas Bos, who was born in Paris. “It’s very often a bit complicated, with a lot of references, a bit intellectual. And with a love of revolution, avant-garde, and change,” he says of the French approach. “The French aspect is always very inspired… there is always a strong creative context. We love inspiration, that’s for sure.”