Artya is distinguished by its unique creative freedom, well off the beaten track on which the majority of brands find themselves. With Artya I can enjoy constant renewal, I’m not confined to a particular universe. The collections are interpreted as one-of-a-kind models and extremely limited series, or else as accessories, but their personalities are all very different.
For whom are your watches intended?
The families are sufficiently clearly defined for customers to choose those that correspond to their tastes. Son of Sound relates to the musical world and notably features the iconic patented guitar-shaped case, while other models incorporate a plectrum or feature a more rocker-style look with skulls. Son of a Gun is inspired by firearms but carries a message that is more philosophical than military : “remember to live because you see the time but you don’t know yours”. There are targets to help us not forget our aims in life, or bullets forged from silver or suspended on the dial. Son of Gears sets an original stage for the gear wheels, graced with sunburst motifs and beveling entirely crafted in Geneva at a very affordable price. Likewise, in the Son of Earth family that magnifies all that Mother Nature gives us, customers can treat themselves to a one-of-a-kind model with a magnificently colorful butterfly-wing dial at a price ten times lower than other brands ; and we were in fact the first to offer these works of art. Son of Art is graced with random setting and lightning-struck dials or cases, interpreted in bronze or liquid acrylics : the possibilities are infinite ! We have also launched the Race and Artya Complications lines that interpret tourbillon chronographs, perpetual calendars and minute repeaters as one-off models.
How is your production organized?
It is all done in Switzerland by our historical suppliers mainly located in the Jura and in the SC2 watch exterior manufacturing facility in Geneva that I also own. SC2 is a profit center that supplies other clients, but Artya is its main customer. Artya reinvests all its profits into products, as is notably apparent from our modest premises. About a year ago, I set up a team of exceptional watchmakers with whom we are working on the development of our own Manufacture movement, which should be ready to equip the first models in our range by the end of 2016.