How to Build the Next Great Watch Brand

Sylvain Berneron's debut timepiece made him the most exciting watchmaker in the industry. His second watch is even better.

- CAM WOLF

IN 2023, THE watchmaker Sylvain Berneron launched his namesake brand with a bang. His Mirage featuring an unusual warped shape and twisty handsbecame a smash hit, selling out instantaneously and earning watchof-the-year plaudits in the industry.

According to Berneron, he could up his annual production of the Mirage five times over and still comfortably find a buyer for every piece. Now Berneron is back with the sequel-though anyone hoping for more Dalíesque curves will likely be disappointed.

"It is the strict opposite of a Mirage," he says of his latest creation, "which is either stupid or brave." Whereas his debut defied expectations aesthetically, the new Quantième Annuel is downright old-fashioned at first glance, with a symmetrical round case and elegant dial layout.

Despite its more traditional appearance, however, the Quantième Annuel is far more complicated beneath.