The first incarnation of Manufacture Royale was founded during the Age of Enlightenment, in 1770, by French writer, poet, historian, and philosopher Voltaire (1694–1778), who was an outspoken advocate for freedom of religion, freedom of expression, and separation of church and state.
When it was relaunched in 2010, the modern incarnation of Manufacture Royale inherited Voltaire’s independent spirit: the aim was to create a brand ahead of its time while expressing the same sort of offbeat humor that the great poet was famous for.
The Opera minute repeater was Manufacture Royale’s debut timepiece in 2010
Manufacture Royale’s “DNA” comprises three pillars. Freedom of thought and a “Voltairian” quirkiness make up the first pillar.
The second is the manufacture itself, TEC Ebauches, sister company of Manufacture Royale. This movement maker offers great flexibility and real independence to the brand as components and movements can be made internally. TEC Ebauches also provides movements for an array of other independent brands, some quite well known.
Manufacture Royale 1770 Voltige with red dial
The third pillar is built upon family spirit. Manufacture Royale is a family-owned and -run company with no outside shareholder pressure. Nevertheless, the firm needs to be profitable to continue developing. Passion is a great engine, but cash is what makes companies grow.
Strongly based on its pillars, Manufacture Royale creates haute horlogerie timekeepers at relatively affordable prices.
Manufacture Royale 1770 Voltige Black Feather
Its 1770 Voltige flying tourbillon (see Why The Manufacture Royale 1770 Voltige Has No Need To “Humble Brag”) starts at 43,000 Swiss francs without taxes in stainless steel; it is powered by a truly 100 percent Swiss made movement with precise hand-finishing.
The 1770 Voltige goes for 27,000 Swiss francs. That’s not cheap by any means, but good value for a distinctive and original independent watch with in-house manufacture movement.
Manufacture Royale 1770 Micromégas in orange
Manufacture Royal also offers top-of-the-line limited edition creations like the Micromégas 1770 double tourbillon with its hypnotic twin tourbillons, one making a full rotation in 6 seconds, the other in 60 seconds.
A family of experts in the watch industry
When Manufacture Royal was relaunched in 2010 by Arnaud Faivre, CEO of TEC Ebauches, it was focused more on production than marketing, distribution, and communication.
The arrival of Marc Guten and his cousins (Gérard, Alexis, and David Gouten) in 2013 refocused everything. Their combined experience of decades in the watch industry and their distribution networks proved vital to the company’s success.
Close up look at the two tourbillons of the Manufacture Royale 1770 Micromégas
Manufacture Royal is now profitable producing 150 to 180 timekeepers per year with the capacity to reach 900 or more in the long term. The brand is now building its brand awareness and opening new markets in the USA and Europe.
Asia was its first market, followed by the Middle East. It seems emerging markets are more responsive to independent watchmakers than the more mature, traditional markets.
In today’s somewhat gloomy economic outlook – there was another 9.7 percent drop in Swiss watch exports in May 2016, according to FHS statistics – Manufacture Royale’s creativity sustains growth and enables the brand to go beyond traditional distribution channels.
“Enlightened horology” by Manufacture Royale
Retailers face great pressure from big groups and their cash flow is under considerable strain. Using social media, Manufacture Royale created alternative distribution networks through what it calls “ambassadors” and direct sales.
The brand attracts a younger market with the wealth and the desire to differentiate itself from elder watch aficionados, which are generally collectors of more established traditional brands. Typically, these new aficionados become “fans” on Facebook or Instagram, then customers, then eventually “ambassadors” that “promote” the brand among their peers.
Manufacture Royale is creating its own fine watchmaking culture . . . and this plan seems to be working – impressively, the brand announced a double-digit increase in sales in 2015, when the vast majority of brands had shrinking sales.
Perhaps that is at least partially owing to the Enlightenment Club the brand created, in which members share their passion and vision of luxury watchmaking. For Manufacture Royale and its “enlightened” members/fans/clients, true luxury is to own something exceptional, innovative, and different.
Manufacture Royale 1770 Micromégas
Manufacture Royale has managed to redefine serious watchmaking without taking itself too seriously.
Voltaire would have appreciated that, I am sure.
For more information, please visit www.manufacture-royale.com/1770. You might also enjoy Why The Manufacture Royale 1770 Voltige Has No Need To “Humble Brag.”
Quick Facts Micromégas 1770
Case: 45 mm, titanium
Movement: automatic Caliber MR04 with double tourbillon rotating at two speeds
Functions: hours, minutes
Price: 125,000 Swiss francs
Trackbacks & Pingbacks
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[…] The Voltige and the Micromégas Revolution liken the brand to other small independents doing technical constructions like Arnold & Son, but with its own flair and purpose originating out of the first Manufacture Royale watch, the Opera Minute Repeater. […]
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[…] reading: Manufacture Royale’s Creative Spirit Of Enlightened Horology and Why The Manufacture Royale 1770 Voltige Has No Need to “Humble […]
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Woh much price that orange watch
Who much price in orange watch in saudi riyals
Can you tell me the price for all watches.
Hello Tariq and Ali, I will contact you by DM with all the details. Thanks for your interest for this magnificent brand.
I like this watched
Thank you. Great Swiss watchmaking indeed.
What is the price for that orange watch?. Tell me the price in Saudi riyals
It is 125,000 Swiss francs. For pricing in any other currency, please contact Manufacture Royale: http://www.manufacture-royale.com/contact/