The Couch Sessions

Pushing the Boundaries with Christophe Claret

It was such a pleasure to welcome the independent watch brand, Christophe Claret for this new episode of The Couch Sessions. And I have to say my nerves got the best of me, this time.

Christophe Claret has been one of my favorite brands for a very long time; and I had the pleasure of meeting Christophe during the GPHG dinner, in 2014. That same year, the Margot was awarded the GPHG Ladies’ High-Mech Watch prize, so it was a humbling experience, to be sitting across from the recipient of this award; especially for someone who appreciates high complicated watches for women, as much as I do. Christophe is quiet and reserved but if you get him talking about watches, his passion seeps through and he wins you over with his contagious enthusiasm and his technical knowledge. His thirst for invention makes him one of the most recognizable names in contemporary watchmaking; and his never-ending imagination results in original, creative, high technical timepieces.

“No limits” that’s exactly why he said when I asked him what inspires him. He pushes his imagination to the brink of technical insanity with each watch launch and keeps his clients on edge, itching for the next model.

From the incredibly complex Margot, to the clever inventiveness of the Poker and the technical folly of the Extreme1; Christophe Claret keeps challenging himself and pushing those boundaries even further.

Thank you Christophe for accepting our invitation, and we can’t wait to see what’s coming next!


Four brands to follow

From leather goods to art, jewelry and watches; I love browsing online for new favorites among luxury brands. It’s always very exciting to come across a new “coup de coeur”. So, for this article I’ve gathered 3 brands and one artist for you, that I’ve been closely following lately and have become my favorites.

Greubel Forsey is part of those brands that I’ve admired for a long time. Their passion for watchmaking comes through every new model they launch. Desire to keep pushing those boundaries always further. Mastery of technical achievements linked directly with their never-ending search for excellence are some of the reasons why this brand is at the top of my list.

Longchamp has long been one of my favorite brands. Especially ever since they revamped their products, their branding and overall image; I’ve become completely fascinated and addicted to it. More so nowadays with their commitment to a more conscious environment, which hits home for me. Longchamp has changed many of its activities in order to limit their impact on deforestation, to ensure proper leather provenance, to implement a no-fur policy, to legitimize their tanning procedures, and to reduce waste.

Antoine Rose is one of the artist’s I most enjoy at the moment. I became familiar with his work while working with our client Bel-Air Fine Art. His photographic vision and composition details are extraordinary, and I feel that this is an artist you would never get bored of having in your home. His photographs are filled with details that would take you a lifetime to decipher.

Akillis is a brand I started working with this year, and I love what it stands for. A true reflection of its designer’s personality Caroline Gaspard; irreverent, bold and intrepid. Akillis is a brand in complete ascension with an authentic rock n’ roll attitude.



The GMT Quadruple Tourbillon had only one chapter. Today, Greubel Forsey reveals an 11 piece edition of this groundbreaking timepiece; in titanium. New materials, new colors and new finishes launch this revolutionary and modern limited edition towards unexplored horizons. The GMT Quadruple Tourbillon is an horological breakthrough designed to average out positional errors due to gravity in all situations; especially in stable wristwatch positions.


The Maison Longchamp launched an exciting new campaign featuring the Roseau. This mini top handle bag plays with volumes. With its removable strap, it can be carried in various different ways; by hand for a fashionable and confident look, or across the body for a more casual style. This “Très Paris” campaign goes beyond the traditional framework to play with clichés on the City of Light. The brand wanted to show an authentic Paris in this exercise of cinematoscope style, imbued with boldness and charm.


Antoine Rose started working on his “up in the air” series in 2002; while shooting the kitesurfing world cup in Rio de Janeiro. Being a perfectionist, he dedicated a couple of years on refining his ideas. The latest images of the series, were shot around the Hamptons shorelines and have recently been featured at the photo fever art fair in Brussels, Belgium and at the 2012 fall edition of the affordable art fair in New York, receiving a very warm welcome from the audience.
< Casual meeting, Hamptons, 2012


Jean-Claude Jitrois, the stretch-leather specialist and longtime friend has joined forces with Caroline Gaspard; the creator of AKILLIS jewelry. To design a capsule collection inspired by her recent Tattoo jewelry line. The creativity of Caroline Gaspard combines with the savoir-faire and signature pieces of the Maison Jitrois. She re-interprets these ethnic motifs through the clever use of embroidered stretch-leather meshwork.

The Couch Sessions

The Art of Storytelling with Gaëlle Gygax-Zosso


As it is now custom with our Couch Sessions, we welcome interesting guests with different stories to tell. Whether we invite a brand or a journalist, they all have a path they’ve been so kind to share with us and our viewers.

For this session, we wanted to share a gift with our followers, and invite Gaëlle Gygax-Zosso. A master storyteller who shared her own story and gave some insight on the importance of storytelling for either small and/or more established brands.

Gaëlle worked in the communications department of different brands for many years. And after a while, she decided to set sail on her own and create her business. In the past, brands tasked Gaëlle to write press releases, manifestos, CEOs interviews, and many more.

Gaëlle and I met while working for the jewelry brand de GRISOGONO; where storytelling was not only part of our daily work, it was embedded in the brand’s DNA. As a PR, there is nothing more valuable than to have a story to share with your journalists, editors, celebrities and others. And everyone within the organization, lived and breathed this story and recounted it millions of times to anyone outside of the company.


Having a story to tell is very important and it’s a key contributing factor to the success of a brand. But to write a good story is not an easy feat. It requires skill, creativity and artistry.

During this talk, Gaëlle shared a few of her secrets on how to start building a story, how to make it a memorable one, and how to make it stand above all others.

Thank you Gaëlle for accepting our invitation; and for a fascinating discussion on the relevance of storytelling.

To learn more about Gaëlle, visit her website or contact us.


When Art Meets Watchmaking

Our client, Bel-Air Fine Art presents yet another fantastic artist and his work. Quentin Carnaille is an exceptional artist who creates intriguing pieces. In his Horlogerie series, Quentin mixes the art of sculpture with watchmaking. It is very interesting to see how Quentin deconstructs the tangible aspect of watch mechanisms to illustrate a philosophical concept.


Quentin Carnaille was born in France in 1984. After graduating with an architecture degree in 2009, he produced his first sculpture using old timepiece mechanisms. Carnaille used the timepieces to adorn jewels or accessories – which beyond being decorative – pose the question of time and the relativity of its passage, a recurring theme in his work.

Steel, magnets, watch mechanisms sculpture – Original edition of 8 ex

Following this first phase of research; came a period of intense creativity where he diversified his use of timepiece mechanisms. Quentin freed them from their mechanical arrangement and linked them together with magnets. They began to take the appearance of real sculptures. In the Horlogerie series; Carnaille finds his own intimate rhythm turning towards the future to give his questionings a universal reach.

With Apesanteur, Carnaille goes back to the origins of time and astronomy. With this in mind, the artist produced a piece that would recreate the absence of gravity just as if it were in space. He achieved this by using magnetic levitation. A simple gesture puts this magnificent objet d’art in perpetual motion.

And so Quentin Carnaille’s research continues, somewhere between technical prowess and the wish to place art at the service of a primordial source, that of time and of mankind; or how to allow the latter to see the former not as an implacable enemy, but rather as an idea of the possible from which both are born.

To learn more about this incredible artist, visit Bel-Air Fine Art.


Since the opening of their first gallery in Geneva in 2004, the Bel-Air Fine Art group has settled in the most prestigious locations in Europe, United States and Middle East. At the head of the group, father and son François and Gregory Chabanian attach great value to present a rich selection of artists from different artistic movements. Among them, we find the optical art of Patrick Hughes and Rafael Barrios, the street art of Mr Brainwash, Alec Monopoly and Banksy and the post pop art of David Kracov, Dorit Levinstein and Patrick Rubinstein. Photographers also get a good deal on the contemporary art scene with Liu Bolin, Christian Voigt, Antoine Rose, Cécile Plaisance, Joël Moens. Bel-Air Fine Art also represents major contemporary sculptors such as Carole Feuerman, Richard Orlinski, Idan Zareski and Paul Sibuet.


The Art of Storytelling


Storytelling is the process of using facts and narrative to transmit a message to your target audience.

Brand storytelling can be defined as the narrative that meshes together the facts and emotions that your brand evokes. This narrative shares the story behind your brand and gives your clients reasons why they should buy your product.


We are living In a fast-paced and digitally-driven world. Consequently, the convenience of the internet and the exponential increase of social media platforms have rarefied human connections.

Facing this environment and its swift competition, businesses have to be different and can’t remain a faceless entity. Thus, in order to survive, businesses must reach out to their audience, engage them and create long lasting relationships.

Through storytelling, you are able to personify your brand making it all the more relevant to your target audience. Ultimately, generating an emotional connection and brand loyalty.

Brand storytelling has to be an essential tool in your communications kit; because through its use, you will be able to maximize your business’s visibility, profit, and impact.

Here are 3 reasons why you should considering storytelling in your communications strategies:

“People will soon forget what you said. They will never forget how you made them feel – Maya Angelou

Powerful words from a powerful woman. But this is exactly the point of storytelling. By sharing your brand’s story with your audience in a certain way, you are establishing a connection, causing an emotional reaction and with the right audience, generating loyalty.

In today’s crowded digital marketplace; where millions of businesses compete for their customers’ attentions, each second of the day; the brand that delivers the right content in the right way will maximize their results.

It’s no longer enough to have a great product or service, you need to know how to tell your story in a way that differentiates you from your competition. Don’t just throw numbers and facts at your audience, but focus on making your brand unforgettable and authentic. Wrap your message into a story that captivates people and provokes an emotional response. Use that narrative to tell your brand’s history, mission, values and successes.

Know your audience

When you’re designing your message think about who your audience is and what they expect from you and your product or service. Bring out the mission, values, and philosophy and start gathering a tribe around those concepts.

Use your story to start a conversation, engage, involve your audience in your business activities. Be as original as you can be and turn your brand into an experience for your audience. This will make them follow you, engage and remain loyal.

Storytelling is organic

Although certain aspects of your narrative are unmovable pillars like your mission, values or history. Remember that some are ever-evolving and that storytelling must be organic and able to adapt to these changes and to new audiences. These changes often occur when brands introduce new out-of-the box collections or when they revamp their image.

A good example is Louis Vuitton. It has long been considered a classic leather goods brand, but in 2013, the brand came out with their first series of collaborations with artists; which called out to a different audience. Without changing their core message, they adapted their storytelling to reach out to this younger, hipper demographics with success.

Storytelling is not a process nor a technique. Storytelling is considered an art, and so it requires creativity, vision, and practice. But once you’ve mastered this skill it can make a major difference for your brand.