Quest for Excellency

In 1926, when Max Bürgin started his apprenticeship, industrial mass production had not yet reached the watch industry and good products were only competed by better products. A watch was not considered an accessory but an investment for life and manufacturers prided themselves on their unrivalled skills. In the meantime, however, odds have changed - or as John Ruskin, a 19th century English writer put it: "There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man's lawful prey".

We cannot turn back time but we can strive to manufacture watches that combine the quality, design and functionality our forefathers prided themselves on, timepieces that stand out in today's array of mediocre mass production watches. To put it in the words of Sir Henry Royce (Rolls-Royce): "Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it".

We believe that perfection reveals itself in the attention paid to the smallest of details and the choice materials used.