15 Years of Independence and Manufacture
Fifteen years ago, Armin Strom transformed from a one-man show to a fully integrated manufacture brand when entrepreneur Serge Michel and master watchmaker Claude Greisler took over the reins.
However, the story goes back much further. Serge and Claude were only eight years old when they first started hanging out in Mr. Armin Strom’s workshop in the village of Burgdorf. Little did they know that they would one day transform a small workshop specializing in skeletonizing watches into a fully integrated, independent manufacture in Biel/Bienne, realizing their long-held dream of building their own watches. Today, Armin Strom continues its independent quest for innovation, precision, and perfection—traditional watchmaking savoir-faire with a modern twist.
In the 15 years since the two childhood friends embarked on their journey, dedicating their lives to the science of movement, Armin Strom has grown to a team of 38, including 22 skilled watchmakers, who can transform raw steel bars into hundreds of complex and interconnected watch components. So far, this has resulted in 17 brand-unique calibres with a signature open-worked design, divided among three main pillars: System 78, Resonance, and Masterpieces.
97% In-House
All Armin Strom movements are handcrafted, with 97% of movement components developed, made, and finished in-house. Before leaving the manufacture, each watch is assembled twice and thoroughly tested to ensure the highest possible quality.
Each component used in Armin Strom’s instantly recognizable architecture of transparent mechanics is carefully hand-finished in-house. The decorations adhere to the highest haute horlogerie standards: polished bevels, black polishing, Geneva stripes, perlage, straight graining, matte, frosted, and tremblage finishes, circular graining, and dramatically sunbrushed surfaces.
From day one, we’ve embraced a refined open-work design approach with our watches. We want to highlight the labor, precision, and dedication poured into each piece—a true reflection of our Swiss-German timepiece-manufacturing philosophy based on the science of movement.
Mirror, Mirror on the Wrist
In 2016, we introduced the Mirrored Force Resonance, featuring a patented resonance clutch solution that generates resonance for improved chronometric precision and consistency. This invention was a horological breakthrough and instrumental in our current identity.
We are proud to say that Armin Strom is the only watch brand that has fully harnessed the power of resonance in a wristwatch to achieve ultimate chronometric precision and stability. This physical phenomenon has been known since the 17th century, yet only a handful of watchmakers have attempted to incorporate resonance into wristwatches. None came close to a viable solution with measurable improvement in chronometry until 2016. Our solution for achieving a resonant state is the Resonance Clutch Spring, invented by Armin Strom’s master watchmaker and co-founder Claude Greisler. This ingeniously bent spring directly links two oscillators for a fast and stable resonant state, exceptionally well-suited for a wristwatch movement constantly in motion.
3 Questions to Owners Serge Michel and Claude Greisler
What was the driving force and the biggest challenge when you transformed Armin Strom into a fully-fledged independent manufacture not reliant on a supply chain?
Serge: “As a watch-loving entrepreneur, it was a fantastic challenge—not only to gather our excellent team of watchmakers and artisans here in Biel but also to get our watches out into the world. By building a network of retailers and establishing direct contact with collectors, we have been able to build a community.”
Claude: “I knew from the beginning of my career as a watchmaker that I wanted to innovate and create technical solutions that did not exist in the market. Creating our own brand was the best way to ensure that we would never have to compromise or be held back in our striving for innovation or cut corners regarding the quality of our finishings. At the same time, realizing all this was, of course, the greatest challenge!”
What role does Armin Strom play in the independent watch scene today?
Claude: “This scene has grown tremendously in the last 15 years, which has been fantastic for Swiss watchmaking. By having our own manufacture, we can take things further, which has given us a pioneering yet trustworthy role among watch connoisseurs. They know that we would never release anything unless we were 100% sure that everything about the timepiece works.”
Serge: “When it comes to innovation, creativity, and artisanal skills, we don’t just talk the talk; we also walk the walk. Having our own manufacture shows that we are in it for the long run and that we can be trusted. For the long term, it is also important, especially in our case when several watches have unique inventions, to ensure the capacity for future servicing of our watches.”
Now it has been 15 years since you took over. When you look into the crystal ball, what do you see for Armin Strom in the next 15 years?
Serge: “We are expanding our manufacture to have even more expertise in-house. And for everything new we do, we take small, patient steps, ensuring that everything works perfectly before taking the next step.”
Claude: “I couldn’t agree more with Serge. We will slowly increase our production, and for every next step, we will continue to maintain the top quality level that has become the expectation of Armin Strom from discerning collectors around the world. And, of course, there will be new innovations and more artisanal twists unique to Armin Strom. We feel confident for the next 15 years.”
What’s Hot Inside Armin Strom Manufacture Right Now?
Here is a sneak peek of a new milestone timepiece with a new movement that we will present in August 2024 during Geneva Watch Days! This timepiece, which encapsulates 15 years of know-how, shows that we continuously dive deeper into our horological quest of improving accuracy and chronometric performance.
The prototype is currently undergoing thorough testing and fine calibrations while the design team is relentlessly adding its final fine details according to our open-worked Swiss-German design philosophy.
We don’t want to give it all away, but we can already say that the balance wheel bridge for the first time will be in stainless steel, allowing for fantastic black polishing. We take the idea of doubling up to the next level by having two time zones, two crowns, and two easily interchangeable bracelets. We do like the current trends of wearable timepieces and colors—the sky is the limit! Stay tuned.
