VALERIEN JAQUET: Unveiling the secrets of a watchmaking success story.

The very name “CONCEPTO”, which derived from the Latin meaning “to conceive, to create, to realize”, reveals the quintessence of the company founded in 2006 by Valérien Jaquet. It is the symbol of a fierce determination to conceive, project and, ultimately, bring to life watch movements of immaculate precision. But beyond words, it’s above all Valérien’s personal story that lends a unique depth to this incomparable “manufacture of mechanical hearts”.

“I’ve always been passionate about mechanics, about understanding how things work, how a part articulates and sets itself in motion. I don’t like to follow instruction manual.”

Immersed in his childhood memories, Valérien reveals that the family apartment, transformed into watchmaking workshops by his father Jean-Pierre Jaquet, was his playground. He mingled with the employees, walked through the workshops on his way to school, first unconsciously then passionately soaking up the watchmaking fiber, leading him to pursue a micromechanic training, then to specialize as a watchmaker. Yet, despite this family heritage, Valérien was never forced to follow this path. His father, aware of the challenges and demands of the profession, always encouraged him to explore other horizons. But Valérien Jaquet seems to have been born for watchmaking. His whole being is imbued with this consuming passion and fascination for precision and aesthetics. Even when he ventured to the other side of the world after the sale of the family business, watchmaking continued to haunt him, shaping his dreams and aspirations: “I left for Australia and after 7 months, I missed watchmaking and then I said to myself you have to do something with your life. So I bought a computer and designed a movement. Back in Switzerland, I indulged myself in imagining new concepts, new ideas, building and watching the parts turn on screen.”

Thus, it was only natural that he founded his own company in 2006, CONCEPTO WATCH FACTORY, an independent manufacture of watch movements, with the help and ever-wise advice of his father Jean-Pierre Jaquet. “Of course it was difficult, and we faced crises,” he recalls, evoking the challenges and sacrifices inherent in setting up a new business. Yet, when asked “What would you do differently?”, “Nothing“, he replies confidently, convinced that every trial and tribulation has helped forge CONCEPTO’s success story.

So what exactly is the “Concepto touch“, the secret of this dazzling success? “A verticalized structure that allows us to master the entire creation process, from the nascent idea to the final realization”. In an industry where specialization is often the norm, CONCEPTO distinguishes itself by operating both in the development of industrial calibers and additional modules, as well as in the production of high-precision watch complications. This versatile approach enables them to meet the varied needs of their clients, from simple movements to the most sophisticated complications. It’s also a reputation for excellence, creativity, and reliability that allows them today to conclude partnerships with around forty watch brands, some for long-term projects. “The watchmaking industry is a small world, and everyone knows each other ” he declares, emphasizing the importance of word-of-mouth and good reputation in this demanding milieu, recalling that “CONCEPTO has never undertaken a project that hasn’t succeeded.” The “Concepto touch” is finally this ability to combine watchmaking tradition with a resolutely modern approach.

But beyond the watches themselves, it’s Valérien’s working method that catches the eye. This entrepreneur cultivates an environment where listening and creativity are encouraged, fervently wishing that his passion be contagious and communicative for each of his employees. Always on the lookout of new challenges and adventures, he doesn’t rest on his laurels. His recent foray into the automotive industry is a perfect illustration of this.

The future looks bright for Valérien Jaquet and CONCEPTO WATCH FACTORY. The small company of 4 people has transformed into an impressive movement manufacture, with over 150 employees spread across a building completing its 4th extension. CONCEPTO is increasingly mentioned by its clients and holds several records. Yet, despite the success of his company and its growing reputation in the watch industry, Valérien Jaquet remains humble and focused on his passion. “For now, I don’t have the will to develop my own models; my days are already (too) busy! I travel a lot to meet clients, explain my work, and understand the specific needs of each market.”

Always driven by a desire for continuous improvement and adaptation to changing market demands, Valérien Jaquet reveals a genuine change of mindset when it comes to protecting his ideas. In our exclusive interview, he explains how his experiences have underlined the crucial importance of protecting his creations and his trademark as a valuable business asset for his company.

• What does intellectual property mean to you?

For a long time, I was not aware of the importance of protecting my ideas. Anything we invented never seemed to pose a problem. However, I noticed after the COVID period that the situation had changed, perhaps also because our work with our customers was more visible and therefore attracted more attention. The arrival of new players in the watchmaking market can create tensions, with some considering their presence as “troublesome”. Now, I’m more vigilant. A good idea has an impact, and it becomes frustrating when someone copies it.

I also realize that intellectual property has become a crucial financial issue.

• What prompted you to protect your patents/trademarks?

Being targeted several times 😊! Being made a target wastes time and money, and even if you win in court, the result is not always satisfactory. Protecting my inventions has therefore become essential.

I would say that intellectual property is a “necessary brake“! Yes, the waiting times for a patent can be restrictive in a business where you must move fast and be the first to develop the idea, but not committing to the protection of your intellectual property means lagging behind, which requires even more time and money to catch up.

As for the protection of my trademark, it is of particular importance. For our manufacture, CONCEPTO represents more than just the company name; it is a label of quality and a certification for our products.

• Why call on an intellectual property law firm?

Appealing to an intellectual property consultancy firm was an obvious choice. I prefer to rely on specialists who can provide me with the right advice and guidance.

As a client, I need a true strategic partner, and I expect more than just tasks to be carried out. I need to be able to rely on valuable recommendations and a real source of ideas. A good IP attorney not only react to events but also anticipate my future needs. Therefore, it is important to organize rigorous and regular follow-ups, where my IP counsel genuinely takes an interest in my ongoing projects, identifies new opportunities and emerging innovations, and alerts me to the necessary protective measures.

• What advice would you give to a future entrepreneur?

I would tell them to believe in their potential. If you are convinced of the value of your idea, go for it. Don’t try to solve everything before starting, but invest wisely at the beginning, especially in fair and adapted protection of your inventions and creations to avoid longer and costlier problems later on.

Build up an entourage of competent professionals to ensure the success and sustainability of your projects.

And last but not least, be careful when sharing your ideas.