Located in the heart of Geneva, close to one of the biggest Swiss watch brand and to a historic Swiss bank; the new LADOIRE workshop stands between one of its industry reference and to a strong Geneva heritage.

Lionel LADOIRE, member of a new generation of luxury watchmakers that has emerged in 2007 with a real offbeat style, has decided to grow his company and to set up next to the most significant players in the sector. LADOIRE has opened its new workshop doors early this year on Eugène Marziano Street.

We are not talking about a head office, a manufactory or a showroom, but about the LADOIRE Workshop. This word usually refers to the world of music, mechanical sport and “freestyle”. In this case, it is the DNA of the brand that reflects the spirit and the energy prevailing at LADOIRE.

Loyal to its vision, the workshop is in perfect harmony with the LADOIRE philosophy which is to escape from the boring “clichés”.

Cultivating non-conformism to the maximum, pushing an offbeat concept that relies on the creator inspirations; the Workshop is not like a classic head office or even a luxury shop.

There, you will find a motorcycle customized by Lionel Ladoire, a Luthier drum: his favorite music instrument that Lionel likes to play when he takes a break at the Workshop. The place breathes the core values of the brand; you feel it in every single corner of the space.

The Workshop has been created by Lionel Ladoire himself. Work and passion meet art and inspiration in an “open space” without any strict limits between the “ateliers”, the offices, the showroom and the reception places. Lionel Ladoire doesn’t have his own desk; he shares his energy with the team moving from place to place depending on the needs.

If the brand vision is to always go further, to go beyond the “clichés” and all the overexploited luxury codes, professionalism is still honored in an environment designed for a free communication without any displayed hierarchy.

The balance is found to preserve the traditional know-how while giving some freedom to creation. Feeling good everyday allows every team member to further exploit their potential. It is the idea of being a luxury startup which will certainly become a big one, like some of its American models.

At the LADOIRE Workshop we carry out the designs, the prototypes, the assem assembly, the adjustment, the decoration, the customization of the pieces as well as the maintenance. The Helvet Mechanic label guarantees a 100% Switzerland manufacturing, both regarding the origins of the pieces and the assembly.

Rock concerts on big screens, timepieces in full size on the walls, videoconferences between the Workshop and the different exhibitions or private diners taking place around the world. The tone is set to the new LADOIRE Workshop.

For the beginning of this year 2013, time stops on Lionel Ladoire to officially give the new beat of the coming years at LADOIRE.

A future made of energy, decibel and offbeat master pieces. 

“Expect the unexpected”

Rock your Time

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