Legacy in the Making: 20 Years of the FHH
From challenging clichés about women and complications to bringing horological knowledge to new audiences, the Fondation de la Haute Horlogerie is reminding the world that a watch isn’t just a product but a cultural object and quietly reshaping how we talk about time.
By Ash Longet
PR & Business Development
There’s a moment in every good watch story when time stops – not because the movement breaks, but because something clicks. A new complication. A rare dial. A deeper understanding of why someone would devote their life to adjusting parts you can barely see.
The Fondation de la Haute Horlogerie (FHH), which is celebrating its 20th birthday this year, is all about creating more of those moments. Not just for collectors in corner offices. For everyone. Yes, even the Gen Z kid learning escapement mechanics on a phone screen, the collector who once only chased brand prestige but is now drawn to the soul of an indie, and the watch-curious outsider wondering what all the fuss is about.
Times, They are a-Changin’
This birthday is also happening at a time when the luxury market is evolving fast. The global luxury watch segment is expected to grow from $54 billion in 2024 to nearly $60 billion in 2025, with long-term projections soaring past $130 billion by 2033. But even with big numbers, things aren’t simple.
Swiss watch exports dropped 2.8% in 2024, volumes down 9.4%. Only the U.S. and Japan bucked the trend, posting +5% and +7.8% growth. China and Hong Kong? They tanked. The game is shifting.
This is why the FHH isn’t just relevant – it’s essential.
“When an object loses its utility, you have to understand the full context,” explained Pascal Ravessoud, Vice President of the FHH, to Watchonista. “That’s the key. We’re not here to sell commerce. This is about culture. About building something supramarque – above brand – that reminds people why watches matter in the first place.”
Clearing Up Misconceptions
Founded by Audemars Piguet, Girard-Perregaux, and the Richemont Group, the FHH was never about marketing. It was about meaning. Through training programs like the FHH Academy (which has certified over 15,000 students and trained 40,000+ globally), global events, and now the new public-facing FHH Boutique platform, the foundation has been translating horological depth into cultural fluency.
“One of the biggest misconceptions the FHH has helped correct is that watches are only for elites,” Patrick Pruniaux, CEO of Girard-Perregaux, told us. “It’s just not true. It’s more like wine – you don’t need a diploma to enjoy it. It’s your own journey. The FHH has created a space for that community of curious people.”
And it’s not just about opening minds; it’s about correcting bias.
“I’m really happy to see the FHH remove those tired assumptions about what women want,” added Ilaria Resta, CEO of Audemars Piguet. “So many women want complications, mechanical movements, real depth – and the FHH has been consistent in putting that front and center.”
This is passion work – not product pushing.
“We have to transmit passion, not just knowledge,” said Cyrille Vigneron, Chairman of Culture & Philanthropy at Cartier. “If the younger generation doesn’t feel it, and the manufacturers don’t feel it, the whole thing just disappears. FHH creates moments where young people see, touch, and experience what makes watchmaking so extraordinary.”
Happy Birthday, FHH
Those moments aren’t confined to Geneva anymore. With immersive exhibitions like Watch Makers, FHH Forum’s expansion to NYC, and accessible new tools like public masterclasses and podcasts, the foundation is pushing watch culture beyond its historic bubble.
Because in the end, understanding time isn’t about reading a dial – it’s about feeling something click. And after 20 years of shaping that emotional connection, the FHH isn’t slowing down. It’s just winding up for what’s next.