Or maybe it’s got nothing to do with being French at all. In a connected world, anyone can start a watch company. “In the old world, you needed to buy a car, hire a rep, go to the hotel, invest in a display, wait for the retailer to accept your brand in his windows and then train the staff – all before you could actually sell a watch,” muses Marhic, whose mechanical watches carry Japanese Miyota movements, and says he is “from the old world.” “That could take a year, or three, or even five. And it cost a fortune. In the new world, you don’t need any of this. You present your watch on the internet, and you sell it directly to the end consumer.”

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