De Bethune is Back! Our Interview with CEO Pierre Jacques

Pierre Jacques: « De Bethune has created no less than 25 innovative calibers entirely in-house, achieved more than 30 world premieres, and earned numerous prestigious prizes in a very short time. From 2011 to 2014, revenues were multiplied by 4x! The brand has experienced a phenomenal growth for an independent brand. It became a victim of its own success because it grew too big, too fast. We employed 60 people before the crisis hit and produced more than 400 timepieces. This is huge for such a small structure! Suddenly the circumstances changed radically. Russia, which was a big market for us, closed overnight. The Euro crisis kicked in and broke the momentum further. Then the 30% price raise after 2016 further pushed the brand out of the market. Luckily, De Bethune reaches out to truely passionate people who have never completely abandoned the brand. »
 

P.J.: « First and foremost, we needed to rebuild the trust inside the team. The arrival of well-known investors has already boosted everyone back on track. For the rest, the watchmaking concept has always been in place. The products are here. Their innovativeness, unique aesthetics and quality is still recognized. Now we need to show some modesty in our ambitions as much as in our growth. We have already repositioned our prices to 2015 levels. We plan to produce less quantities. Growth will follow step by step, realistically, sensibly. We are finding again our spirit of watchmaking craftsmen of the 21st century. We will concentrate on growth through innovation and already have new complications and aesthetics in preparation.
 

Our biggest strength is our community, whose interest has never failed. Collectors and retailers express it to us all the time since the relaunch: our watchmaking credibility is intact. It is quite moving to witness this. Results for 2018 are already here to prove it. And we will continue to develop our bespoke orders for unique or personalized pieces. It already represents 30% of our production. We are so blessed to have our integrated production tool to respond quickly to this growing demand. »

All lights are green for a great comeback of De Bethune 2.0 but no trumpeting nor chest beating just the mute sound of watchmaking excellence. This is great news for the lovers of independent, innovative and different high horology.