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ABOUT THE AUTHOR

Andreas Grossenbacher, graduate fiduciary expert, MAS FH in fiduciary and management consulting, has been working for KENDRIS since September 2024. Andreas was already employed by KENDRIS from December 2009 to June 2017. He previously worked for Mazars, where he headed the outsourcing department for German-speaking Switzerland. Andreas looks after national and international corporate clients. He has in-depth fiduciary knowledge, particularly in accounting and payroll. He accompanies corporate clients through all phases of the life cycle. Andreas can look back on a professional career spanning over 30 years, which has enabled him to gain a great deal of experience.

The Rise of Small Watch Brands

by Andreas Grossenbacher | Sep 12, 2026 | Domestic Market

k-flash audio commentThe Rise of Small Watch Brands

The case

Small watch brands have been attracting attention by means of creativity and originality. For large luxury brands the challenge is to attract younger customers while still maintaining their exclusive image.

Source: Geneva Watch Days 2026 & NZZ 07.09.2026 Andrea Martel Page 25

The commentary

While the Swiss watch industry has been selling fewer watches overall, small independent brands are becoming increasingly popular. Their success is based on creative designs, innovation and good value for money. For example, MB&F received 10,500 applications for only around 1,500 M.A.D.3 watches.

Jean-Christophe Babin, co-founder of Geneva Watch Days, believes that established brands should learn from smaller companies and be more willing to take risks. He recommends introducing innovative products alongside successful models rather than replacing them.

The collaboration between Audemars Piguet and Swatch is one good example. The affordable Royal Pop conveys the design of the Royal Oak to a younger audience without damaging the luxury image of Audemars Piguet.

This publication has been prepared solely for information purposes and is does not constitute a recommendation, a solicitation, or an offer. The information on which this publication is based has been obtained from sources that we believe to be reliable and in good faith, but we have not independently verified such information and no representation or warranty, express or implied, is made as to its accuracy. All expressions of opinion are made as of the date of publication and may be subject to change without notice. k-flash and all related affiliates accepts no liability or responsibility whatsoever for any consequential loss of any kind arising out of the use of this publication or any part of its contents. The use of this publication should not be regarded as a substitute for the exercise by the recipient of his or her own judgment. This publication is not directed to any person in any jurisdictions that prohibit such publication.

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