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Maurice de Mauriac Storefront in Zurich Financial DistrictDuring my annual trip to Switzerland, to attend the Baselworld show, I like to visit some of the important Swiss watchmakers who do not exhibit in Basel. I started doing this last year, when I toured the renowned Vall��e de Joux manufacture Audemars Piguet, in Le Brassus. This year I actually setup two separate watchmaker trips, one to another famous Vall��e de Joux manufacture, Jaeger-LeCoultre, in La Sentier (photos coming soon). The other, to Zurich's only watchmaker - Maurice de Mauriac. Close-up 45 mm PVD Modern case Daniel assisting a female client, back to further customize her Maurice de Mauriac timepeice A selection of various watch cases and dials to choose fromUpon my arrival in Switzerland, I took a train to Zurich to meet the energetic founder of Maurice de Mauriac, Daniel Dreifuss. Once there, we went right into a discussion of watches and business strategy. Daniel founded Maurice de Mauriace in 1997. Operated out of a retail location in Zurich's financial district, the store has space for assembling watches in-house, in the back (the workshop). It also has plenty of space to meet with clients, up front (the storefront). This is where customers can pick from thousands of samples and literally design the perfect Swiss made watch. Sapphire caseback on DLC watch, movement 7750For this visit, the front of the shop is what we focused on. The storefront is designed to display many customized novelties, and for clients to play with materials, cases, bezels, straps, dials and more. Everything is out on tables or in boxes, displayed so the client can touch, see and select exactly the watch they want. Brushed titanium case with grey dial close-upWant a 42mm or 45mm case? Ok. Want a polished black DLC case or brushed stainless steel? Ok. Want a black dial with white numbers or a white dial with black numbers? Ok. Want a brown leather strap or black kevlar? Ok. Want a different color bezel than the color of the case material? Ok. Want a single piece solid gold 22K rotor, instead of a two piece stainless steel rotor? Ok. Want a fully blacked out 45 mm DLC (Diamond Like Carbon) case with a black dial, black Superluminova numbers, an orange tipped seconds hand, a black Kevlar strap with clasp, and a robust Valjoux 7750 movement inside? Ok. Whatever it is you desire, wherever you are in the world, Maurice de Mauriac can custom tailor a timepiece to your preferred specifications. Tray of watchcase and dial samplesIn the end, you get a high quality, customized Swiss timepiece with a robust ETA or Valjoux movement inside. So you can be sure you are getting the best Swiss quality, and if you ever want something changed, just send it back and it can be further customized. Daniel told me how the dials always read "Maurice de Mauriac Suisse", but recently a client asked for "Suisse" to be replaced with "Zurich" and from now on, all dials proudly read "Zurich". Daniel says, that some of his clients realized that he was now putting "Zurich" on the dial and have sent their watches in for the new dials. He will gladly make the change, and it only costs about $200. That is what is so cool about Maurice de Mauriac watches. If you want something changed, just send it back and Daniel or one of his three in-house watchmakers will make the change, for a very low charge. Daniel Dreifuss hard at workSurely there are other companies that can provide customized watches. But none offer such a high quality, for such a low price. Maurice de Mauriac can put together most watches for $2,500 to $5,000 (depending on materials and options). It will obviously cost more if you want a solid gold case or diamonds. Regardless of what options you select, you will receive a quality Swiss made product, backed by excellent service, for a reasonable price. View when you walk in the door, to right is ramp up to workshopSpeaking on quality, all timepieces assembled in the Atelier Maurice de Mauriac are tested on an in-house chronometer machine (pictured at the bottom). The watches are tested for multiple days, in multiple positions and unlike COSC testing, these are tested with movements cased and fully assembled. Honestly, this is a much better way to test. They are regulated and adjusted to COSC chronometer levels prior to delivery. Another tray of cases, dials and movementsAfter interviewing Daniel and learning about the business, it is easy to see that just because he is successful now, he is not happy without continuous improvement. He is a perfectionist, like many in the watch industry, he works all hours of the day. He works to make sure his products are first rate, and his clients are taken care of. His watches have many quality features that would make you wonder- what more can be done? But Daniel just continues to research and find better solutions to common watch*** problems. The result, is watches that are being continuously improved. Whether it is a new strap or a new metal hardening technique (they recently started applying DLC case treatments instead of PVD). Close-up brushed stainless steel case Close-up PVD watch Stainless coin edge bezel, screws right into case with special tool, so you can change bezels easily New dials feature applied numbers, versus painted Window front display Black Diamond Like Carbon (DLC) case 45 mm PVD case with Kevlar strap Storefront watch*** bench Window display of different watch straps Tray of watch samples PVD Case with Kevlar Strap Tray of watch cases and dials Storefront watch*** bench Sapphire crystal caseback, visible Valjoux 7750 Maurice de Mauriac watch with NATO straps PVD watchcase sitting on alligator straps Tray of watch case and strap samples Chronometer testing machineMaurice de Mauriac utilizes advanced watch*** materials, finishes and processes, combined with ultra reliable swiss calibers, resulting in some of the best Swiss made chronographs in the category. (All timepieces are tested and regulated to chronometer specifications.)If you are in the market for a high-quality Swiss chronograph in the $2,500 to $5,000 price range, and are interested in customizing the look and feel of your timepiece, definitely check out Maurice de Mauriac.

No watch designer will dedicate time, effort, and energy into crafting a timepiece they find unattractive. Individuals have different tastes, styles, and preferences. So what appears as “ugly” for some might simply look unique to another. Considering the fact that, it is not surprising that some boldly-designed watches that are supposed to cater to a niche market turn out to be best-sellers while those that display classic styling get lukewarm reception. Oftentimes consumers look for that one thing which they are not going to find anywhere else.Research may provide a sign of customer preferences but the accomplishment of a watch will only be recognized once it is being sold in the market place. Some watches that integrate new ideas include wooden watches, binary watches, and even cellular phone watches among others. Below is a list of watches most people will find uncommon:The Watch PhonePeople that don’t wear watches typically bring out their cellular phones to tell time. With the cell phone watch, the functionality of both is combined. This watch, integrates mp4 videos, 1.3MP digital camera, Bluetooth, and has touch screen capabilities. All you need to do is to get a Bluetooth-enabled headset and you’re all set to take full advantage of its benefits.Bracelet WatchesOn first look, bangle watches barely look like timepieces. While there are plenty of timepieces that don’t look the part, bangles remain different because it can be ergonomic. It is comfortable to wear because it adapts to the lines of your wrist. Most bangles are also ingeniously designed, with the watch dial hidden in the bangle opening. The bangle bracelet watch doesn’t have to look like a watch unless you want it to!Faceless LED WatchThe Japanese are hardcore technology lovers. That’s why the number of technological developments in the country doesn’t come as a surprise to outsiders. A lot of their products also go outside the box in terms of design, features, and function. The Faceless LED watch is one such innovation. It was developed by Hironao Tsuboi. Basically, metal band was utilized as substitute for digital screens. The metal band and red figures interact with each other to tell time. The display can be quite vague. This very creative design is impressive, but challenging to read.The Wooden TimepieceWho said that wood cannot stand the test of time? This wooden watch certainly did. It is thought to have been crafted in Russia during the early 1900′s. As the Swiss were experimenting with stainless, quartz movement, and chronograph, the Russians were renowned for their wood artisans. Every portion of this watch, with the exception of the spring, is constructed of wood. This really is quite an ingenious construction.The Computer Programmer’s TimepieceFor virtually any computer pro, the word “binary” will immediately bring to mind thoughts of computer programming. Well, if you are really that involved with it, then this binary watch is one thing you’ll like and love. It displays the time utilizing the binary language. So unless the wearer knows a great deal about computers, this watch will not make sense.This assortment of new innovative wrist watches can either look strange, unusual, and also ugly to some people. But these gadgets do have followers. After all, no one would manufacture them anyway if there is no market for it.