A new century brings new times and new aspirations. Concord has made a drastic about-face in terms of innovation and creativity to flaunt a new identity that moves away from its roots. With the energy of MGI Luxury Group as its driving force, the brand is embracing the challenge of a bold repositioning strategy that breaks with its past. Its new face clearly expresses its character and its ambitions of asserting its legitimacy in the high-end watch sector and sweeping away watchmaking conformism.
Concord brings an avant-garde vision of watch construction to international watchmaking circles—original and demanding, it calls on the best of Swiss watchmaking crafts: the watch has been laid bare and completely stripped down so that each of its parts could be re-thought. Concord is reconstructing time, clearly placing its extraordinary creations in the 21st century.