The Challenge

Position Berneron’s 24 annual timepieces as generational artifacts – wearable Renaissance masterpieces – igniting collector urgency through a "once-in-400-years" acquisition psychology, thus conquering market saturation fatigue and justifying premium positioning against established marques.

Berneron: The quintessential "first" for discerning collectors—a deviation from the familiar path, an initiation into horological artistry.

The start of a watch collection signifies a milestone, often marked by inherited heirlooms or commemorative purchases.

These "firsts," however, frequently adhere to convention—Rolex, Patek Philippe, Audemars Piguet. Our strategy aims to liberate collectors from the generic, guiding them toward Berneron, where "special" transcends the ordinary.

The Insight

Commemorating a milestone with a timepiece should transcend the mundane.

The Illusion of Novelty: Despite seeking independent watchmakers, collectors often acquire pieces that subtly replicate familiar aesthetics, trapped by the cycle of sameness, whether by case shape, power reserve or design elements.

Berneron's Antidote: Berneron offers a radical departure: exclusivity (24 pieces annually), novelty (asymmetric layouts, hand-sculpted monobloc dials), and genuine rarity (unique movements).

The Strategy

Consumer: The watch collector, commemorating life's triumphs, yearning for novelty, exclusivity, and rarity as they delve deeper into horology.

Culture: The prevailing "sameness" within independent watchmaking, where the pursuit of rarity paradoxically results in collections mirroring existing norms.

Brand: Berneron's defining principle: "an absolute refusal to comply." This ethos manifests in asymmetric layouts, Fibonacci-derived proportions, and a commitment to challenging convention. By 2035, owning a watch with their numbers will be so high end, and only accessible to a select few people in the world.