The Couch Sessions

The Couch Sessions – Beauregard Watches

For this episode of the Couch Sessions, I welcomed Alexandre from Beauregard Watches.

I met Alexandre last year at the Geneva show Barton 7, where I instantly fell in love with his collection, Dahlia. Plus, Alexandre is as warm and friendly as you expect every Canadian to be. His honesty and authenticity is inspiring and his nonchalant approach to watchmaking refreshing.

Dahlia, his first collection took the watch world by surprise. The unique combination of a central flying tourbillon framed in uniquely petal-shaped natural stones earned Alexandre one of the highest honors for any debuting watch brand; a nomination in the ladies category at the Grand Prix de l’Horlogerie de Genève.

Pursuing the tradition of capturing and reinterpreting the elegance of the world’s flowers, Beauregard unveiled Lili in June 2020. The brand’s latest creation in their portfolio, incorporating miniature gardens carved out of precious stones.

The delicate Lili cocktail watch is a feast to the eyes with its 33 natural stone petals in Turquoise, Opal and a myriad of fine stones. They are then carefully sculpted and polished by hand before being adjusted by a master jeweller. This collection comes in its gold and diamonds combination, or in the sleek steel configuration. So, for those who believe watches should tell more than time, Lili is a work of art bound to resonate with the soul. 


Thank you again to Alex for being a guest and sharing his passion and his new collection.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Horlogerie Française

Sylvain Hubert joined us for this Couch Session for a show and tell on French watch brands.

He has a watch distribution company in Sweden, representing a few independent brands. He has also opened a showroom space called Showroom W. It’s an industrial-inspired loft where he can show off the brands he represents and loves. It’s a by appointment only space where you can have coffee, stay for hours and discuss watches.

So for this Couch Session, we decided to tackle French watchmaking and go over three French brands that Sylvain represents; Pequignet, Utinam and FOB Paris.

These brands have distinctive design ranging from classic, to ingenious, to outright eccentric. But all have one thing in common, they are based in Besançon, the cradle of French watchmaking.

Pequignet, you probably have guessed it, is the most classic of the three. Founded over 40 years ago, it really cultivates the independence spirit. It is also one of the few brands owning a manufacture movement. The Calibre Royal which design, prototype and assembly is based in France.

Since 1993, Utinam’s designer Philippe Lebru has been wowing his followers with ingenious and futuristic pieces. Passionate by design, he created new ways of telling time with the Utinam clocks. The skeleton construction shows the intricate mechanical workings and inner heartbeat of each piece. The clocks can either be self-standing or mounted on a wall. Combining mechanical ingenuity and design, Utinam is definitely more than a practical timepiece, it’s a work of art.

From pocket to wrist, FOB Paris watches are a complete representation of what modern timepieces should be, technical and stylish. For inspiration, the three founders rely on their engineering education and their love for design. It then results in ambitious timepieces.


Thanks again to Sylvain for sharing these beauties with us. And we’ll have him back soon for another show and tell.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Seven Friday

Seven Friday is one of those brands that live and breath their DNA. From the founders, the team, to their ambassadors, everyone is Seven Friday.

I have to say I have a bit of crush for Seven Friday. Because not only is the design completely out there, which I love; but the thing that tickles my fancy the most is the way they are. Authentic, unapologetic with a “take or leave it” kind of attitude.

After a long career in the luxury industry; Dan Niederer decided to ditch the corporate world to embrace a more personal project; and that’s how Seven Friday began.


Having worked in the watch industry and with the network to help lift his idea off the ground, Dan, along with co-founder and designer Arnaud Duval, started work on creating Seven Friday – industrial inspired designs with craftsmanship and intricate detailing at its heart, starting with watches.

From a communication standpoint, Seven Friday has, in my opinion, ticked all the boxes. So for this Couch Session, I took the time to pick Dan’s brain. We went over some of the communication activities that make Seven Friday standout from the crowd.

  • True to their DNA: They have established but also kept true to their mission. So everything they do is governed by those guidelines.
  • Embracing digital: They’ve also been one of the first luxury brands to completely embrace digital. Building a successful community online that overflew offline.
  • Modernizing concepts: Seven Friday has “spaces” – it’s a boutique/bar/hangout; with this modern concept, they’ve reinvented the way consumers approach watch brands and redefined the traditional luxury experience.
  • Out of the box” collabs: whether it’s with a motorcycle customization shop in Biarritz, or with street artists from Zurich; the brand keeps on offering cool ways to show off their products with authentic partnerships “that make sense”.

Thanks so much to Dan for sharing his passion and for an incredible insight into the inner workings of the Seven Friday Communication department.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.

The Couch Sessions

The Couch Sessions – Jonathan Kopp

Jonathan Kopp is an avid watch aficionado, from vintage pieces to modern luxury haute horology. His preference leans towards small and independent high-end watchmakers. He loves the difference rather than classicism, although he admits being in love with several ultra-classic pieces. Jonathan caught the watchmaking bug when he was 14 years old and shortly after, he took his first professional steps into the industry. 

He first started his career working alongside many brands on financial and strategical development. Then, he decided to share his passion with the world using social media and writing articles for many publications. Five years ago he created Watchisthis?! Magazine – A Magazine about watches priced under €2500, while continuing to contribute for many trade and lifestyle magazines today.

He also works with young brands (mostly micro and indies) as a Communication/Marketing/PR Consultant. His well-rounded know-how allows him to work every angle of a watch brand, whether it is from a online of offline perspective.

During this session, we talked about different topics from the thundering news about Baselworld and the current state of the industry. It was also an insightful conversation about the future of watchmaking through a PR and communications point of view.

Are you a brand, a journalist, a collector, or simply a watch aficionado?  
We’d love to feature you on one of our next sessions. Tell us your story below.

The Couch Sessions

The Couch Sessions – Sofia Hoffmann

Sofia Hoffmann and I met over 24 years ago, and I always remember her back then with a guitar in her hand. Music was always a big part of her life and it’s incredible to see that after so many years of doing it for fun, she’s now doing it professionally.

Aside from being a successful international project manager, which she now continues to be part-time, Sofia Hoffmann devotes most of her time to music. She’s a singer and songwriter, influenced by her love for jazz but also by Indian sounds which have made their way into some of the songs on her first album called One Soul.

She’s also the co-founder of The Music Stylist, a company that customizes music for brands, stores, events and much more. Each soundtrack is entirely tailored to match the personality of their client and the results are breathtaking.

Throughout this Couch Session, we continued our discussion about Luxury Experience and how companies like the Music Stylist can make a difference with such a personalized service.

Thank you to Sofia who so kindly accepted to be part of these sessions, and share with us her passion for music and luxury.

Are you a brand, a journalist, a collector, or simply a watch lover?  
We’d love to feature you on one of our next sessions. So tell us your story below.