Phoenixes Of Watch World: The Renaissance Of Legendary Watch Brands

26 Apr, 2025

Phoenixes Of Watch World: The Renaissance Of Legendary Watch Brands

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A Collector’s Delight — Arnold & Son Time Pyramid

Revived through visionary leadership, these luxury watch brands, once lost to time, have defied the odds by uniting heritage with modern ingenuity to reclaim their position in modern luxury. The stories of these revived luxury watch brands challenge conventional business wisdom, proving that dormant legacies, when guided by visionary stewardship, can regain their rightful place in the pantheon of contemporary luxury.

Arnold & Son

In 1764, John Arnold redefined British watchmaking with a series of chronometric breakthroughs that reshaped maritime navigation. Widely regarded as one of the most innovative watchmakers of his era, Arnold introduced precision innovations that set new standards across the industry. His development of the detent escapement and bimetallic balance earned him royal patronage from King George III and secured a place on Captain James Cook’s historic voyages. Yet, despite these early triumphs, the brand’s trajectory faltered after John Roger Arnold’s partnership with John Dent and his untimely death.

The brand’s rebirth began in 1995 when the British Masters in Timekeeping acquired and trademarked historic British watchmaking names. In 2010, Arnold & Son embarked on a new chapter when Citizen Group acquired the brand along with its sister company, La Joux-Perret, securing financial stability and manufacturing support. Operations moved to La Chaux-de-Fonds, where the brand developed over 20 proprietary calibres, laying the foundation for collections like the Globetrotter known for its striking central globe and finely executed three-dimensional architecture.

Bovet Fleurier

Founded in 1822 by Edouard Bovet, the Maison initially gained fame for its intricately designed pocket watches tailored for the Chinese imperial market. Bovet quickly became a household name in watchmaking within China and was celebrated for its exquisite craftsmanship. Each timepiece handcrafted with every component manufactured in-house, ensured the highest quality. However, with the fall of the Qing Dynasty, China’s opening to Western influences, and the transition from pocket watches to wristwatches, Bovet faced an eventual decline.

The first revival effort came in 1997 when Roger Guye and Thierry Oulevay revived Bovet’s hallmark crown-and-bow style. In 2001, a devoted collector and pharmaceutical businessman named Pascal Raffy bought the brand. Raffy’s master plan involved extensive vertical integration, such as setting up Dimier 1738 to produce movements and purchasing the 14th-century Château de Môtiers as a headquarters. Current Bovet timepieces highlight impeccable craftsmanship combined with technical innovations, such as the adaptable Amadeo system, which enables watches to switch between wristwatch, pocket watch, pendant, and table clock configurations without tools.

Favre-Leuba

Founded in 1737 by Abraham Favre, Favre-Leuba holds the distinction of being Switzerland’s second-oldest watch brand. The company achieved prominence in the mid-20th century through innovative timepieces like the Bivouac altimeter watch (1962) and the Deep Blue dive watch (1964). The 1980s marked a turbulent chapter for Swiss watchmaking, as the proliferation of quartz technology disrupted long-standing mechanical traditions. Amid this seismic shift, Favre Leuba watches, like many heritage brands of the era, grappled with reconciling its mechanical legacy with a rapidly evolving technological landscape.

The brand was relaunched at Geneva Watch Days 2024, debuting three cornerstone collections: the Chief, 60th-anniversary Deep Blue Revival, and Renaissance models, celebrating its diving heritage. Building on this renewed vision, Favre-Leuba unveiled the Chief Tourbillon at Watches and Wonders 2025, marking a significant evolution in its design language while reaffirming its dedication to technical sophistication.

Graham

The Graham name dates back to 1695, when it was founded in London by George Graham (1673–1751), a celebrated watchmaker often called “the father of the chronograph.” After more than a century of prominence, the brand eventually disappeared from the scene. In 1995, about 300 years later, a group of Swiss and British enthusiasts brought it back to life in Switzerland, who wanted to revive Graham’s legacy.

While the modern brand initially faced challenges, this revived luxury watch brand found success with distinctive designs like the bold Chronofighter range. Today, contemporary collections such as the Chronofighter Vintage and Silverstone models, inspired by racing, continue to embody Graham’s unique design philosophy and solidify its place in the watchmaking world.

A. Lange & Söhne

Ferdinand Adolph Lange established his manufacture in 1845 in Glashütte, creating precision pocket watches that set new standards for German watchmaking. The company thrived until World War II and the later Soviet takeover forced its closure. Under East German rule, the brand was nationalised, and its unique identity was absorbed into state-run production.

The revival came in December 1990, just weeks after German reunification, when Walter Lange, great-grandson of the founder, brought the family name back with the support of the Richemont Group. the brand’s modern era was defined by the 1994 launch of the Lange 1, a watch recognised for its distinctive asymmetric dial and oversized date.

Jaquet Droz

Pierre Jaquet-Droz captivated 18th-century European royalty with mechanical automata and musical timepieces of unprecedented sophistication, such as “Writer,” “Draughtsman,” and “Musician.” After his demise in 1790, the brand found it difficult to stay relevant in the face of industrialisation’s unstoppable ascent. Stressing hand-crafted excellence proved increasingly challenging to uphold as mass production methods transformed watchmaking.

Swatch Group’s acquisition in 2000 marked the brand’s revival, with a strategy focused on celebrating rare artistic crafts. Each year, Jaquet Droz released timepieces featuring paillonné enamel and automata-inspired complications, honouring the brand’s legacy. The contemporary Grande Seconde collection, with its iconic figure-eight dial, pays homage to historical pocket watches while establishing a distinctive aesthetic that sets Jaquet Droz apart from its luxury competitors.

Modern Jaquet-Droz watches for women, like the Bird Repeater and Magic Lotus Automaton, capture the brand’s poetic mechanics and artistic legacy through contemporary craftsmanship.

Louis Moinet

Louis Moinet was one of horology’s most exceptional pioneers. His ingenuity, passion, and commitment to sharing his expertise have left an indelible mark on the craft. In 1816, he created the groundbreaking Compteur de Tierces, the first high-frequency chronograph capable of measuring 1/60th of a second with an extraordinary 216,000 vibrations per hour. Although Moinet did not establish a commercial watch brand during his lifetime, his exceptional craftsmanship earned him recognition from prominent figures such as Napoleon Bonaparte and Thomas Jefferson, highlighting his mastery in the world of watchmaking.

Jean-Marie Schaller’s 2004 revival began with humble resources, reportedly starting from his kitchen. It soon blossomed into one of the most remarkable success stories in independent watchmaking.

Among the many remarkable collections introduced Mechanical Wonders stands blends artistic ingenuity with intricate technical craftsmanship, showcasing designs like the 20-Second Tempograph, which features a captivating retrograde seconds hand moving in three 20-second intervals.

Legacy Transformed For The Next Generation

These seven revived luxury watch brands demonstrate how effective leadership can revitalise dormant brands by harnessing heritage, investing in manufacturing, and restoring credibility with collectors. Their contemporary success lies in striking a balance between honouring original values and adapting to today’s market.