Deler dette intervjuet av vår "norgesvenn" Mr. Francois-Paul Journe
ThePuristS Interview Francois-Paul Journe
by Jaw
© September 2003
(Mr. Francois-Paul Journe)
click to enlarge
Introduction
Francois-Paul Journe is the runaway success who has impressed the true blue purists. Since his first public presentation of his Tourbillon Souveraine in Basel 1999, he has been the fastest rising star in this short 4 years.
I had the good fortune to meet him for a lunch interview in April this year, and we spoke much longer than either one of us expected to.
While I know Journe as a creative and skillful watchmaker, I am floored by his extreme boldness, his transparent honesty, his strong determination and his burning passions for creating watches he is proud of.
Based on his commercial success and critical acclaim, he obviously has more commercial sense than I give him credit for. Despite being a good businessman, he strikes me as someone who just wants to make the best watch he can.
An excerpt of this interview was first published in the 2003 Business Times Annual Watch Supplement. Here is a more complete version exclusive to ThePuristS (Words in brackets are mine).
(GAIA award winner and his first Pocket watch Tourbillon)
The Interview
TP: How did you get started in watchmaking?
FPJ: I was a difficult student in school and my family decided to put me in a watch-making one. I loved watchmaking the minute I arrived at the school. I realized watchmaking is something I can actually feel and do. It is a learning process that is concrete. Not just concept and theory, but something real. I still like it very much today.
TP: Tell us a little more?
FPJ: Not just a little, but the whole story. After 2 years in the Marseilles horological school, I was expelled because I did not follow the rules like I was supposed to.
TP: Really, why?
FPJ: Nothing spectacular. I can't resist giving my opinion. I am too outspoken for my own good and they clearly did not like my attitude. I was not appreciated nor liked by them. In the expulsion letter, I was advised to find another job because they claimed that watchmaking would not be a suitable career for me.
TP: Wow! That was like saying you would never be a good watchmaker. How ironical and wrong it was!
FPJ: That is my mother standing over there (pointing to a friendly lady just about 3m away), and she can testify that everything I said is true.
(F.P. Journe and his mother)
TP: What did you do then?
FPJ: My uncle is a watchmaker and a watch restorer. He is a lot like me and was not comfortable with school. So I joined my uncle as an apprentice in Paris and attended the horological school there. 2 years in school and working with my uncle was very useful. It was in Paris that I learnt most of my horological cultures and skills. I am very lucky to have seen most of the, incredible, fantastic, beautiful vintage pieces being restored by my uncle. And I realized that it was the best place I can learn about the history and skills of watchmaking.
(The first Pocket watch he made in Paris)
TP: Many of the great pieces from famous brands were made by you?
FPJ: In the beginning, I only restored special pieces for a group of collectors. Some of my friends felt that I put in a lot of effort and energy in my work; we decided to form a company as a sort of a contractor and troubleshooter for the big watch houses. The first thing I did was the sympathique clock for John Asprey House in London. Subsequently mysterious pendulum and the mysterious clock and other complications like perpetual calendar etc. for various brands.
(He realizes he has no bread on the table and asks for it with a hearty laugh) I am very French, I cannot live without bread.
I also did a monopusher chronograph for a top brand, through this little company we created in St. Croix. I worked there for a total of 5 years only.
(Symphatique clock made for John Asprey)
TP: You were talking about Leroy? You partly owned the company, right?
FPJ: The company was setup in 1992.
TP: So it was a good start at St Croix for you then?
FPJ: In a way. I had a very good team and we had interesting projects and ideas. The products I developed there were good. I just had a bad partner, but I think it was, overall, a good learning process and not such a bad experience. It was in St. Croix that I learnt the industrial production process.
After I quit the St Croix company, I continued to develop creative mechanism like Grande Sonnerie and a new monopusher Chrono for Ulysse Nardin.
(The piece unique Sonnerie Souveraine, similar to the one he made for Piaget)
TP: Wasn't the Ulysse Nardin monopusher chrono done by Jaquet?
FPJ: It was from me. We are good friends and I gave Jaquet the right to the product. I was too busy to follow up on that project, so I just gave it away. Cartier Pasha big date, for example, is still under my patent.
TP: Why did you choose the most difficult way, starting a business by yourself?
FPJ: Big group or companies never considered me as a part of their strategy. When I created mechanisms for them, I had little control over the production and the implementation of my creation. I felt very often that my inventions were not correctly promoted.
Then I got tired of this. Since I already made my own watches when I was younger, it was natural that I wanted to build my own brand. On hind-sight, I treated that troubleshooting job only as a temporary job.
TP: What made you think you could do it by yourself then?
FPJ: As usual, I don't think, I just do it.
In 1994, I was wearing my self-made tourbillon, and I had a lot of positive reactions from the public about the design and the technical implementation of the watch. This gave me sufficient confidence to start my own brand. The idea started in 1994 and it took 5 years. By 1999 I had presented my products at the AHCI booth, and the reactions from the visitors were very positive. In Basel-2000, I had my own booth for the first time, and even more visitors expressed their interest to buy my Tourbillon. I was further encouraged.
TP: Any outside investors in the beginning?
FPJ: Production parts, work with outside designers and sourcing outside concept will cost big money. And this is not what I wanted. Everything is done by myself and done here; I was actually ready to build the watches when I decided. It was only a question of money for the materials, for the case, for the parts. Not for the production process.
The way I started, it wasn't easy to find the finance. One of my friends suggested that I find a group of collectors to buy my watches. At that time, I was able to find 20 people who were willing to put down deposits to order my tourbillons. It was this project that provided sufficient seed money for me to start my own brand.
TP: That was the first watch you made?
FPJ: My first wristwatch under the brand F.P. Journe Invenit et Fecit is the Remontoir tourbillon. The Grande Sonnerie was an additional unique piece I made under this brand name.
(The Tourbillon Souveraine, a watch to die for)
TP: I heard the Graham Minute repeater you made for British Masters once, but the chimes are less than perfect, in my personal opinion.
FPJ: I did not recommend it to be done in the way it was implemented, but British Masters insisted. Firstly, the Repeater mechanism should not be done from the back and secondly, In a Sonnerie watch, be it a Grande Sonnerie or a Minute Repeater. The key element other than the actual mechanism is the watch case.
The weight, size and the material of the case is of paramount importance. In the Graham piece, the case is too big and too heavy. You simply cannot make a good-sounding violin from a piece of stone.
TP: Why Tourbillon with Remontoir for the first watch. Isn't it too complicated as a launch piece?
FPJ: When I believe in something, I just do it. The Tourbillon is very representative of my approach and my contemporary thinking. I think it is the right model to set the correct direction I want to go.
TP: What is the most difficult part of making your first Constant Force Tourbillon wristwatch?
FPJ: That it actually works!
TP: What was the biggest challenge?
FPJ: The challenge was no one would be interested in my watch during the 80's. I saw its potential only in the 90s. Technically, it was wonderful to work with this watch.
(The Chronometre a Resonance, FPJ made it work in wristwatch size)
TP: Your Resonance, what made you think you could actually do it then?
FPJ: I am crazy. No, I am joking. I wanted to do it, and in wristwatch size. And I just set my mind to do it. This is my style.
TP: The theory of resonance is yet to be fully understood?
FPJ: I believe it is a real phenomenon and it works in practice as proven by my watch now, but initially I wasn't sure if it would work in wristwatch size.
TP: So what made you do it?
FPJ: My philosophy is that I will do it and make it work. I know that if I am determined, it is going to work.
Sometimes I worked continuously for a few days. When things just didn't go right, I stopped.
TP: Was there any moment when you wanted to give up?
FPJ: Sometimes, for a while, but I always came back to my work. It is like climbing a mountain. I need to rest a little on the way up and reorganize my thoughts before resuming the climb. I may be discouraged at times but never defeated.
(Octa Calendrier, A most unusual Annual Calendar)
TP: The Octa range of watches has a clear identity, consistency and a bold character, like something coming from a good business strategist rather than an artist like you.
FPJ: The idea originally came from economic consideration. I am a small player. The cost to pay for cases, for example, is very expensive. If I can use the same type of case for different models, it will save me a lot of money. Of course, it was also my intention to create a strong image from the beginning. I don't have a lot of money to advertise like the big companies, so a characteristic Journe aesthetic is essential.
TP: We are seeing some other watches from very respectable brands looking more and more like Journe watches now.
FPJ: I am happy. As long as I am not copying others, it will only make me stronger. Today, the average collector knows about this. This is why I changed the design in our new lady divine, diamond setting. I am trying to see if others will imitate.
(The 2003 Divine, probably the first Journe watch designed for ladies)
TP: Will the change confuse the Journe fans?
FPJ: No, not at all. Even though it is very different, I think the image of a Journe watch is still very consistent.
TP: I agree. Now that you are recognized and established, do you find your work easier or harder?
FPJ: Easier, because I have a great team. They are serious and skilled. In the beginning, I had to do everything myself, including accounting and other chores.
TP: Tell me about your team.
FPJ: We are a small team of people and hence there is no room for inefficiency and each has to be professional in their own task. I am glad that our team members are professional and efficient:
- I have the good fortune to have an exceptional Financial partner, Philippe Rabin, as the administrative Manager of the company. His personality provides an important balance to a passionate watchmaker like me. He is an extremely supportive character, allowing me complete freedom to set my direction.
(Mr. Philippe Rabin)
- Masaki Saito, our sales manager has long experience in the watch retail industry. He understands the retailers and the customers and is able to anticipate their needs. More importantly, like myself, he believes that products should sell by themselves and not sold by just marketing.
((From left: Francois Paul Journe, John Asprey & Masaki Saito)
- Natalia Signoroni, our Communication and Public Relation Manager is not a typical PR. I am a watchmaker and can sometimes be too technical and specific in my approach. Natalia is able to translate my passions and emotions in a way that can be understood by the public and the journalists. She spends a lot of time with me and understands my situation completely. I make her angry sometimes, but she knows how much work and emotional investment I have put into my watches and my company.
(Natalia Signoroni)
- My great team of watchmakers managed by Georges Alessio. His skills, extensive experience and his humanity means he is able to manage the watchmakers individually and work together harmoniously as a great team, supporting my direction 100% and making my job easier.
(From left: Francois-Paul Journe and Georges Alessio)
- Our new element, Norio Hattori-Paris, who has a Japanese father and a French mother, is the right person to run our office in Japan. Interestingly, Hattori lives in Japan. He speaks perfect French and is very French in nature. Our Saito, in contrast, born and bred in Switzerland, is a Swiss National who speaks French, German and Italian, is more Japanese than Hattori. I mean this as sincere compliments to both Hattori and Masaki.
(Norio Hattori-Paris)
(The F.P. Journe office factory)
TP: Now that you are successful, can you still meet the continuous annual expectation of new innovations?
FPJ: I already have so many new product ideas in my mind and the only problem is my production capacity.
TP: Obviously you design your own movements, but you do need lots of supplies. Is it getting harder to get those parts?
FPJ: The difficultiy is when creating a new model, you have to work until it works and ensure that it works well.
TP: No parts supply problem?
FPJ: I had the problem but much less now. We always pay in time and are reliable.
TP: Why the New Stop Seconds Tourbillon to be launched later?
FPJ: First of all, I want to add on exclusive value to the existing tourbillon Souveraine, but this new one will also be discontinued eventually so it will add value to the new one.
(The Stop Second Tourbillon to be launched later this year or next year, amazing stop second and possibly an 18k solid gold movement, this photo is the only one available publicly, according to F.P. Journe)
TP: Will this strategy continue indefinitely?
FPJ: Yes, I will do the same to increase the collectability of my watches.
TP: At this point of time, what are you most proud of and what do you regret the most?
FPJ: No regrets. My past experience has not been very good, what with a bad ex-partner and it makes me treasure my current great team even more. My team is my pride.
TP: Regarding your initial less than happy experience with your ex-partner in St Croix, are you becoming more skeptical now?
FPJ: We never know. I may repeat my mistake in the future, but I am more careful now. It does not, however mean it won't happen again.
TP: Any envy and jealousy detected from the industry, especially considering your great success? And if so, how do you handle it.
FPJ: The most important thing is to make the customers happy. The rest is immaterial.
TP: A lot of industry sources I talked to actually like you. You seems quite popular in the industry. Do you know why?
FPJ: We are a small producer. I am not important enough to worry them yet. The fact is that. Philippe Stern once commented that I inspire other collectors to buy more watches of all brands.
TP: What do you feel about Franck Muller?
FPJ: He is a great success from a business point of view.
TP: Why Geneva and not Paris?
FPJ: The supplies I need are here in Switzerland, Switzerland is not part of Europe, it will be more costly to import parts from Switzerland. Also my team of watchmakers is here.
(The 2003 Lune, a more elegant beauty with subtle aesthetic changes)
TP: Are you a French citizen?
FPJ: Yes, a French citizen residing in Geneva.
TP: You go back to Paris on weekend?
FPJ: Yes, once every two weeks.
TP: To visit your son?
FPJ: Yes. Charles is 15 and residing in Paris, my 20-months-old Maxime is living in Geneva with me.
TP: Are you a workaholic?
FPJ: Yes, but I am still not working enough. It feels like I am only working part time.
TP: How do you balance your work with your social life?
FPJ: I don't have enough time for that, the only thing I like is watchmaking.
TP: Isn't it stressful to be so involved in work alone?
FPJ: Not at all. Maybe I am living in a bubble. I am like a child suffering from autism; I live only in my own watchmaking world. No other hobby.
TP: What is the total remontoir tourbillon production so far?
FPJ: I will publish it officially at a later date, and a full breakdown of each dial and case metal, so that it will be transparent to all collectors and no more pieces will be made.
TP: What is your total annual production for all models?
FPJ: 520 pieces in 2002. I am targeting 700 pieces for this year (2003).
(The much sought after Octa Chronographe)
TP: How many are Tourbillons?
FPJ: About 50 to 80 per year.
TP: Efficient production, all sold?
FPJ: Yes, always produce to meet order, not to build stock.
TP: What is your market size like in each region?
FPJ: We distribute to all point of sales with no particular breakdown.
TP: There were some initial complaints regarding reliability of your watches, especially during your early days.
FPJ: Our return rate is low. We are a young company, we are always improving. We did have some problems in our first batch, which was our first delivery to the United States. But the problems are now solved. We always update the last improvement on the watches sent back to us for maintenance.
(Octa Reserve de Marche, this limited version has an additional moonphase)
TP: Your movement finishing is improving, but still not the absolute best?
FPJ: I am not concerned about that. In fact, we received many compliments on our movement finishing, and our finishing has improved tremendously in the last 2 years. In the beginning, I concentrated on the creating the mechanism, getting it to work and work reliably. Now I have more time, I am doing much better and I am proud of the level of my finishing now.
Philippe Dufour told me just the other day that my finishing quality is now good enough (laughter). I can do even better, but my production cost may increase by 3 times. I have no intention to make my collectors pay through their noses.
TP: Why diamond watches now?
FPJ: The diamond doesn't take away the technicality of the watch.
TP: Would you do a technical watch for women without diamonds?
FPJ: All the models of my collection are precision chronometres (although not COSC certified) and they can be worn by women. To meet my own higher standards of chronometre, I personally do not feel watches should be too small in size. Current Diamond set Octa Divine forexample is simply exquisite on a woman's wrist.
TP: I am already a Journe fan. After this short talk to you, I am even more impressed. This is something I admire most in a watchmaker: being frank and bold. In contrast, some of the Swiss watch brands are so secretive. My sincere compliments to you.
FPJ: There is a French expression that says "My head is getting bigger". But there is nothing simpler than the truth; with the truth you can never make a mistake.
TP: And with the truth, you don't need a good memory too (laughter).
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