The first metallic strap for a DuBois et fils watch

Perpetuating tradition is a full-time job, particularly for this brand which is deeply anchored in Neuchâtel’s local watchmaking hub and has the standing title as “Switzerland’s oldest watchmaking workshop”. Established in 1758, DuBois et fils is also one of the oldest companies in the country. It was set up in a central road in Le Locle and has never moved anywhere else for centuries.

Dubois et Fils DBF001-07

A first: crowdfunding for a flagship brand

In this sense, the choice of the slogan Nomads of Time which features on the new corporate products and image could seem anachronistic if it were not for its intense touch of current trends. The re-launch campaign by Thomas Steinemann – who bought the company in 2010 – in terms of both financing methods and distribution systems follows avant-garde modern techniques. Steinemann opted for crowdfunding, that is, collective financing through an internet platform. Interestingly, the concept was introduced as a last resort due to the lack of banking and institutional sponsorship. Today, it is considered a very successful business model. Those who once greased the economic machinery, act today like coy mistresses towards projects that are undoubtedly very solid only because the latter have approaches they cannot comprehend. Indeed, their doors did not open for Dubois et fils, even though the brand has over two hundred years of history and in spite of it being led by a talented marketing professional with over 30 years of experience in watchmaking.

Dubois et Fils DBF001-07

Thomas Steinemann had a hard time believing what had happened, but he refused to throw in the towel. In record time, he collected the necessary CHF1.5 million for the production of a new collection, namely the DBF001. He added spice to his approach by incorporating some subtle privileges. For instance, a loyalty programme one can adhere to through investment. The offer includes affordable shares that could nevertheless pay well, and, for investments over CHF500, the possibility of acquiring a watch from the CHF9,000 price range at half price once a year for several years. For higher investments, ranging from CHF3,000 to CHF 10,000, there is an added up-to-70% off watches. Moreover, these privileged customers are de facto registered as members of the “Club Diamant” that allows them to choose their preferred reference number in limited editions. Production of the first DBF001 watches started in 2013.

DBF001-07, large date chronograph with a steel strap

In 2014, the saga continues in the United States with only 99 shares available. Furthermore, the very first watch of the new collection of DuBois et fils, the DBF001-07, available in a steel strap, has been produced in 99 models.

Dubois et Fils DBF001-07

The black anthracite guilloche dial is protected by a two-side anti-reflection sapphire crystal and offers a bright contrast with the white numbers in applique. A touch of red here and there, particularly on the direct-drive, reinforces the model’s sportive character. These combinations have turned out to be successful. Wearing such a piece of watchmaking culture on their wrist will in all likelihood make even the shareholders with fewer shares proud. They are, after all, as much as other investors, associated to this unusual entrepreneurial adventure with more than 229 years of history.

Dubois et Fils DBF001-02

A quick view to one of our favorite 2014 Novelty : the Dubois et fils DBF003-01 Limited edition 99