The Milus Snow Star

How Window Shopping During Baselworld Ended Up In A Double Purchase Of The Milus Snow Star

Watchonista’s Marco Gabella and designer Eric Giroud take an afternoon off from Baselworld to go scouting for watches. This annual tradition between friends usually involves a leisurely walk through the halls, chatting and critiquing the year’s new releases, but this time, events took an unexpected turn.

By Marco Gabella
Chairman & Executive Publisher

Every year during Baselworld, I have the pleasure of spending some quality time with my friend and watch connoisseur Eric Giroud. We explore the brands inside and outside the show, sharing discoveries that we made during the week and timepieces that caught our eye.

But during the 2019 show, we didn’t get very far at all. In fact, we got completely distracted at the Milus stand and spent the whole afternoon discussing the brand’s new Snow Star timepiece.

The Return Of Milus And the Mythical Snow Star

Milus was set up in the bustling lobby of the Hyperion Hotel at a high table with four stools, nestled between a throng of brands, all energetically presenting their new timepieces. Passing by earlier in the week, I had taken a particular shine to one of their timepieces, and I was excited to show Eric and get his thoughts.

Three New Milus Watch Collections

We were warmly welcomed to the brand’s modest stand by Grégory Schaffter, Milus’ Head of Product Development. For those who don’t know Grégory, he has worked for several brands and is renowned for his ability to create the finest quality timepieces at the most competitive prices. Together with the brand’s in-house designer, Antoine Guyomard, Grégory has managed to create three collections in just two years, which is an incredible feat in the world of watchmaking.

Not One, But Two Orders

Grégory presents the brand’s three collections: The sporty Archimèdes, the avant-garde Lab 01, and, my favorite, the classic Snow Star. The minute he places the Snow Star on the table, I see Eric’s eyes light up. I had a feeling he was going to like it. We discuss its perfect proportions, lines, lugs, and indices until we are in such a state of excitement that we order two pieces right there on the spot, one for him, one for me!

Fast Forward To Delivery

Fast forward a few months later, and we receive news that our watches are ready. Eager to get them, we both take the day off work and drive up to the company in Bienne to obtain our new toys. Once there, we are greeted by the owner, Luc Tissot, along with his charming wife and the team.

A direct descendant of the Tissot watchmaking dynasty, who founded the celebrated eponymous watch brand based in Neuchâtel, Luc Tissot acquired Milus from its previous owners in 2016. He is energetic and enthusiastic when it comes to the task of harnessing the brand’s glorious past to propel it into the 21st century. 

Pick A Number

Being among the first to receive the new Milus Snow Star we are allowed to choose our numbers. I opt for No. 0001, and Eric chooses No. 0011. Unboxing our timepieces, we are excited to discover not only our new toys but also a beautiful box with a special 1919 monogram and an elegant travel pouch. Clearly, every detail of this timepiece and its packaging was studied completely. Not that I am surprised. After all, Antoine did previously work on small leather goods and eyewear for the luxury houses of Céline and Dior.

The Snow Stars No. 0001 and No.0011

There is something special about the building anticipation while waiting for a watch that makes you appreciate it all that more. So, after saying our thanks and farewells, we get back in the car, and I take a moment to inspect my new timepiece more closely. I admire its polished stainless steel 904L case, its sunray vintage silver dial, its quite unusual indices and hands, the bold red date, and its textile strap lined with leather. I am entirely besotted.

Like children, we chatter about our new watches all the way back home, and I realize just how much more fun it is to purchase a new timepiece with a friend. Roll on Baselworld 2020, let’s see where our perambulations take us this year!

The Milus Snow Star is priced at CHF 1,690 and is available for sale on the Milus e-shop.

(Photography by Pierre Vogel)

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