Can fashion brands ever be taken seriously as watchmakers? Louis Vuitton, Gucci, Chanel and Hermès are hoping for haute horlogerie, but collectors still covet traditional Swiss timepieces

When Gucci released its collection of high-end timepieces in the spring of 2021 – a mix of understated elegance and flamboyant élan – it joined a select band of big fashion houses now making haute horlogerie.Most fashion brands have a collection of fashion watches, often through licensing with groups like Timex, Movado or Fossil. Higher up at the haute horology level, some brands even have their own manufacturing, producing complicated watches with exquisite artisanal finishes that reflect the…


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