In the gilded and frequently self-serious world of haute horlogerie, where centuries-old traditions are guarded with a near-religious zeal, Franck Muller has always ranked amongst the glorious outliers. A successful one at that. Since its founding in 1991, the brand has operated under a singular and defiant mandate: to be the “Master of Complications” without ever losing its sense of play. This is a family-owned firm that views time not as a rigid master, but as a canvas for creativity. This is not just a brand philosophy but what the watches are really like, in the metal. It is a philosophy perhaps best exemplified by the iconic Crazy Hours — a complication born from a desire to break the chronological order of the dial, reportedly inspired by the whimsical, “wacky” realisation that time is ultimately what we make of it, even in the haze of a holiday morning.
At the helm of this creative juggernaut is Nicholas Rudaz, a CEO whose own professional trajectory is as unconventional as the watches he oversees. Rudaz, who joined the company in 2007 and stepped into the CEO role in 2021, does not fit any kind of mould. Born in Switzerland but raised in England, he spent his formative years not in a watchmaker’s atelier, but in the highstakes world of luxury hospitality. His journey famously includes a stint as a barman at the Sydney Opera House in the early 1990s — a period he reflects on with great fondness.
It was there, amidst the clinking of glasses and the diverse stories of international travellers, that Rudaz honed the interpersonal skills and “dream-selling” mentality that now define his leadership at Franck Muller. To Rudaz, selling a high-complication watch is not unlike managing a five-star guest experience; it is about emotion, storytelling and the meticulous attention to detail that creates a lasting memory.
This human-centric approach is what keeps Rudaz on a near-constant global tour. Unlike many of his peers, he is a frequent visitor to Southeast Asia and Australia, often returning to his “old stomping grounds” in Sydney to open new boutiques and engage directly with collectors. His relationship with the press and the market in Thailand is particularly robust; he is one of the few chief executives who makes it a point to visit at least once a year, ensuring the brand remains visible and attuned to the nuances of local preferences.
Our previous conversation with Rudaz (Spring last year) explored his strategic vision for steering the brand’s legacy into a new era while maintaining its fierce independence. Since then, the world of Franck Muller has only grown more expansive — and more surprising. During a recent visit to “Watchland,” the brand’s fairy-tale lakeside estate in Genthod, the spirit of “always staying busy” was on full display. In a move that perfectly captures the brand’s spontaneous creativity, Watchland now houses a chocolate factory. Born from a 600-square-meter canteen space that went unused during the COVID-19 pandemic, the area was transformed into a premium chocolatier at the suggestion of Franck Muller co-founder Vartan Sirmakes. Today, Franck Muller even sells these chocolates online (Japan-only, as far as we know), often personalising them for partners and journalists — a testament to the brand’s belief that luxury should be as delightful as it is complex.
But while chocolate and lifestyle expansions like the Aeternitas Tower in Dubai — the world’s tallest residential branded building, topped with a Franck Muller clock visible from six kilometres away — make headlines, the heart of the maison remains firmly rooted in technical innovation. The current collection maintains a masterful balance between what is cool, what has horological depth and what sells. The Round Triple Mystery, for instance, represents a logical yet daunting evolution of the Mystery series. By adding a third rotating disc for the seconds, watchmakers had to overcome significant energy and torque challenges, utilising a skeletonised aluminium seconds disc measuring a mere 0.3mm thick to ensure the movement remains precise and efficient. Crucially, this complication emerged at the request of one of Franck Muller’s Asia Pacific distributors…
Similarly, the use of avant-garde materials such as those found in the Vanguard Royal Bauxite demonstrates a commitment to durability and aesthetic freedom. Basically, the brand has found a way to use aluminium for cases without compromising on stre
Read more from original article, all rights reserved Franck Muller CEO Nicholas Rudaz Speaks on the Brand’s Direction and Global Presence
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