SJX Watches
Greubel Forsey Plans Major Manufacture Expansion
Greubel Forsey has revealed plans for a significant expansion of its manufacture in La Chaux-de-Fonds. Set to nearly triple the current size of the distinctive, sloping building, the CHF20 million project signals a broader strategic move for the brand as it seeks a larger share of the high-end sports watch sector. The expansion, scheduled to commence next year, will not only increase Greubel Forsey’s research and development capacity and provide additional amenities for guests and staff, but it will also enable the brand to increase production. This move aligns with the brand’s recent shift from producing mainly complex tourbillon watches to introducing simpler, sportier watches that target the segment dominated by Richard Mille. In addition to the expansion, the brand is poised to launch its eighth “Fundamental Invention” this year. Nearly tripling in size The manufacture expansion is a key pillar of chief executive Antonio Calce’s ten-year vision for growing the brand and professionalising its operations. According to Mr Calce, the expansion will enable Greubel Forsey to pursue “ever greater creativity and excellence in hand finishing.” Antonio Calce The planned expansion of the manufacture is ambitious; the floorplan is set to nearly triple in size, from 2,000 m2 to 5,460 m2. Fortunately, the expansion will not alter the current building’s recognisable architecture of a glass box rising out of the grass. Instead, the expansion will build on and around...
