Q&AExclusive Interview with the CEO of Favre Leuba – Mr Thomas Morf

Favre Leuba, for those of you who are unaware, has a 279 year old glorious history attached to them and is the 2nd oldest Swiss watch brand in the world. The Watch Guide got up close with the man who played a key role in reviving the iconic brand, the CEO of Favre Leuba himself –  Mr Thomas Morf.

“Glad to have you with us Mr. Morf! You are now addressing over a hundred thousand watch lovers in India. Some of them are already familiar with Favre Leuba. The rest are excited to know more about the brand and their new watches.”

Beginning this interview with our first question – on a personal note, how challenging was it for you to inherit Favre Leuba’s 279-year-old history and heritage?

Mr. Morf – Having the privilege to get your hands on an iconic watch brand like Favre Leuba to represent it on a global stage is a huge responsibility. One has to be very careful in what you do with the brand. We decided to analyse the brand carefully – what were the milestones, how was the brand managed and what were the drivers for success. It was quite clear for us, that we need to link back our entire approach to the heydays of the brand. We didn’t want to come up with something that’s got nothing to do with the past. If you have such a rich history, study it, extract the most important elements and bring it to the present.

Favre Leuba was the first Swiss brand to come to India, having a presence in the country since the beginning of time (even before independence). Does Favre Leuba intend on building on that?

Mr. Morf – Being the first brand that entered India is something that certainly helps us conveying the story of our brand claim “Conquering Frontiers”. Since India has such a good awareness of the brand’s achievements, it is easier for us to express the authenticity of this brand message and we will surely leverage on that. With that, we know Favre Leuba was always ahead of its time. Not only from a technical but also from a commercial aspect. We will surely build on that in the future as well.

What Makes Favre Leuba different compared to any other brand?

Mr. Morf – Favre Leuba is not a lab fabricated brand where some marketing people sat together to create its story. It’s a brand that shaped the entire Swiss watch industry for almost 280 years. Favre Leuba never followed others, the brand always went its own way, be it from an aesthetic, technical or commercial angle. It showcased its ideology time and again in every sphere of its existence thus making it unique compared to any other brand, back in its heydays or even today. If you look at the current design of our products, you see no look-alike products. All our products have a strong identity with design elements that make them look unique.

“The brand is committed to India because India and Favre Leuba have a special relationship that goes back more than 150 years.”

What does Favre Leuba have in store for 2017? Any new launches to look forward to?

Mr. Morf – Next year will be the 280th anniversary of Favre Leuba. For that reason, we’ll come out with a new Bivouac model that is limited to 280 pieces. It will not only be limited in quantity but also from a technical aspect, a groundbreaking product. It will be equipped with a mechanical altimeter that can go up to 9000m. We will also introduce a ladies version of the Raider model. The name will be Sea Bird and will consist of 4 models in 34mm and 4 models in 37mm. A beautiful looking watch with huge potential.

The Deep Blue and the Sea Sky are two iconic watches that have made their way into the new collection. Are we going to see the Bathy and Bivouac in the near future?

Mr. Morf – Indeed. The Bivouac will be launched during Baselworld 2017. The Bathy return is foreseen for 2018 and work on the technical side has already begun. Favre Leuba is committed to bringing technical innovations on a regular basis. That’s what the brand is all about and what the global fan base expects.

Your favourite Favre Leuba watch?

Mr. Morf – My favourite Favre Leuba is always the one that is under development. Currently, my favourite is the Raider Harpoon in gunmetal and brown leather strap. I love the strong personality of that watch.

A message for the Indian watch lovers:

Mr. Morf – Expect Favre Leuba to be special in every aspect. The brand is committed to India because India and Favre Leuba have a special relationship that goes back more than 150 years.

Favre Leuba timepieces are available exclusively in India at select Ethos Watch Boutique outlets and at ethoswatches.com.

Are you excited about Favre Leuba’s return? Let us know in the comments section below!