ART IN TIME Turns Five: A Milestone for Discerning Collectors Everywhere
Five years on, this unusual gallery has established itself as the destination for those who worship at the altar of artisanal watchmaking.
By Ash Longet
PR & Business Development
Monaco, a glittering pearl on the French Riviera, has long been synonymous with superlative luxury - a haven for the world’s elite. Then, five years ago, something quietly remarkable happened amidst the Rolls-Royces and mega-yachts: a new kind of treasure trove opened its doors.
The brainchild of the man behind the rebirth of Chronométrie Ferdinand Berthoud and L.U.CEUM museum at the Chopard Manufacture in Fleurier, Karl-Friedrich Scheufele, ART IN TIME opened in 2019 and is a horological gallery unlike any other. But this isn’t your typical luxury boutique.
Oh no! ART IN TIME is an oasis for those who live and breathe the art of independent watchmaking and mechanical creations.
A carefully curated jewel box featuring 16 wristwatch brands and 7 brands known for crafting rare objects, ART IN TIME is a horological Valhalla where collectors and dreamers alike can marvel at the finest horological and art inventions.
A Curated Celebration of Time
Opening with only 8 participating horological houses, each of ART IN TIME’s current 16 wristwatch brands and 7 brands specializing in creating rare objects were chosen for their dedication to independence and originality, offering even more for those who appreciate the finer things that tick with perfect precision.
Yet, despite its growth and undeniable success, ART IN TIME has remained resolutely true to its original ethos. The gallery is still a serene, minimalist space, free from the visual noise that defines so much of the luxury world.
There’s no grandstanding here; the focus remains where it belongs: on the watch itself, the craftsmanship, and the quiet brilliance of a perfectly executed tourbillon or a beautifully hand-finished dial.
Inside the Gallery
Thus, as we accompanied Mr. Scheufele inside ART IN TIME to celebrate its fifth anniversary, we were not bombarded by logos or over-the-top branding like in most multi-brand boutiques. No, the watches are the stars here, and boy, do they shine!
The gallery space, with high ceilings adorned by a striking reproduction of the inner workings of an L.U.C movement, sets the tone. More importantly, the gallery’s stark minimalism allows the pieces to become the focus of visitors’ attention. Meanwhile, the pieces’ uniform presentation brings visual harmony to the space.
But here’s where things get really interesting: As Gallery Director Yohann Martinez will tell you, getting your hands on one of these timepieces isn’t as simple as swiping your American Express Black Card.
The challenge of selling these coveted watches is, itself, an art form because, when you’re dealing with the kind of masterpieces that ART IN TIME offers, selling a piece is not just about who has the deepest pockets but who truly understands it.
Stock of Ages
According to Martinez, the gallery operates in a landscape where manufacturers ultimately decide how many pieces are allocated to each partner. This delicate process requires ongoing discussions with each brand, where positioning is key.
As a partner, ART IN TIME represents a brand’s full spectrum, striving to showcase everything, from the most affordable pieces to the rarest and most coveted ones. Thus, by maintaining a balance across a brand’s entire offering, this approach allows the gallery to secure reasonable allocations despite its small footprint.
According to Martinez, the gallery operates in a landscape where manufacturers ultimately decide how many pieces are allocated to each partner. This delicate process requires ongoing discussions with each brand, where positioning is key.
As a partner, ART IN TIME represents a brand’s full spectrum, striving to showcase everything, from the most affordable pieces to the rarest and most coveted ones. Thus, by maintaining a balance across a brand’s entire offering, this approach allows the gallery to secure reasonable allocations despite its small footprint.
Of course, while discussions with Maisons are crucial, the gallery must also actively motivate and justify these allocations. When Watchonista spoke to Martinez during the gallery’s fifth-anniversary party, he emphasized the importance of advocating for collectors, whether it’s about timing, securing pieces, or even, in some cases, offering personalization to meet their needs.
“The reality is, in today’s world, everyone knows everyone. What sets one retailer apart from another isn’t just about guiding their purchases; it’s about how we walk alongside them,” Martinez told Watchonista. “It’s about truly accompanying them on a journey of discovery and fostering connections with other collectors. That’s where the real difference lies.”
To learn more, check out the ART IN TIME website.