Since 2011, the Label Noir brand has chosen personalization and its plural arts as its credo, in compliance with watchmaking History and its fundamentals.
With its master craftsmanship and the most prestigious techniques, the brand fulfils both conventional desires and the most extravagant follies. On his way, memorable encounters, confessions expressed through manufacturing options. The achievement of human or technical challenges.
In the early days of watchmaking...
The brand Label Noir appropriates the fundamentals of watchmaking. It rekindles personalization, one of the noblest traditions. Welcome to the heights of the most desirable luxury, that of being able to get involved in the creation of your own watch.
The first watchmakers used to work mainly on order and therefore in customization mode. This way of doing things is closely linked to the history of watchmaking. Once the creation was finished, they used to sign the dial and added to their first and last names the place where their workshop was located.
Other master craftsmen when faced with ultra-special orders, also used to rename their works after their future owners.
Partners in creation
Historically, master watchmakers would get down to work as soon as an order was concluded. The future owner therefore used to be found himself most naturally involved in the key options associated to his watch: choice of the calibre and its possibly additional functions - complications -, selection of the colors used both for the dial and for its decoration, choice of the shape of the indexes and hands. Also, choice of materials to work with, surface treatments, engraving patterns...
In those days, personalizing a watch was the only way to proceed. Then, in order to be able to demonstrate concretely the scale of their abilities, watchmakers began to manufacture in advance models that could seduce amateurs without any modification. The principle of limited series production had just been born and with it, the problem of storage.
Before the emergence of trademarks, watchmakers offered their future customers the ultimate guarantee of their total involvement: they associated to their artwork their reputation and their intimacy by applying on the dials their name and their surname, very often followed by the location of their artisanal residence.
Some of these watchmakers’ names became brands that were challenged by an anthology of short and powerful words, embodying concepts and positioning. The era of branding was born. It had the effect of reducing the principle of involvement before production of the future owner of the object. Only wealthy customers could still claim such favours in their orders. They thus participated in makingrare and exclusive the plural arts of personalization.
Marie-Antoinette, Packard, Graves, Newman...
The ultimate and supreme expression of personalization is when future buyers or timepiece owners are at the origin of the nameof their model.
Marie-Antoinette of Austria was Queen of France, James Ward Packard was an American automobile manufacturer, Henry Graves Jr. was a New York banker, Paul Newman was an automobile driver and an actor. These four figures embody the most accomplished form of the personalization arts. The first three for their love of the most incredible watch complications, the fourth for the famous private words written by his wife on the back of his watch.
These four characters have taken so much ownership of their commission specifically made and personalized according to their wishes, that they have given their own name to the final timepiece. And their timepieces have left a special legacy in the history of watchmaking. These watches still fascinate even today the craziest collectors as well as the most prominent auctioneers.
Beyond history, stories
A watch is always laden with a real-life experience, regardless of its market value. It always tells a particular human story. Whether it is associated with a prestigious brand or a forgotten company: the circumstances of its acquisition, the origin of the gift, the meeting with the watchmaker, the heritage from which it came, the great moment experienced with it.
In watchmaking, beyond history and its already printed legends, there are thousands of “little stories” that remain to be written... In order to be able to write and transmit these personal messages, Label Noir offers to be at the same time the pen and the ink, the letterhead and the wrapper.
A full - fledged brand...
Suddenly, the hushed and discreet world of watchmaking suppliers at the service of the most prestigious brands, gives birth to a signature synonymous with watchmaking excellence and rare skills.
This is a premiere, Label Noir is not a watch brand because what it produces are customizations and transformations of existing models, sometimes emblematic timepieces. Ultimate luxury.
From shadow to light
Label Noir, the ultimate in luxury, transcends the extraordinary assets of watchmaking know-how intended to remain secret. It embodies the ultimate recognition of crafts whose beauty of gestures and materials crystallizes the founding values of an entrepreneurial project at the service of a growing public of connoisseurs.
In watchmaking, the word “subcontracting” is gradually changing into “co-contracting”. At the dawn of the 3rd millennium, the trend is towards the recognition and highlighting of all those skills which, traditionally and naturally, have humbly placed themselves at the service of Swiss watch brands.
Even today, the independent companies that hold this know-how are historically established in a position of discretion with respect to their customers, the brands, to whom must be reserved all the light. They do not claim in the open what the professions they cultivate and exercise are capable of generating. Because it is accepted that any exposure to media or general public light must go back in priority to watch brands.
A galaxy of expertise...
Label Noir is a sparkling star whose light is visible in a constellation of fiercely independent watchmaking companies, mainly SMEs suppliers. It is a display cabinet for this network of watch factories with whom it collaborates, since it illustrates in concrete terms the reasons that drive so many of the most recognised brands in the Swiss watch industry to place their trust in them.
Without ever overshadowing them, Label Noir asserts in high-end fashion the most extraordinary mastery of the watchmaking sector: calibers and complications, casing and finishings (from the watch case in any material to the most subtle embellishments), treatments and coatings, from the most traditional to the most avant-garde.
Leading swiss watchmaking companies,
This cluster of skills in partnership with Label Noir belongs to a network of companies rooted in the most originally famous “terroirs” and birthplaces of Swiss watchmaking. Entities that inspire respect and that, when they knock on the door of complementary skills, receive an excellent welcome from their peers with a background of recognition.
Label Noir, the ultimate commitment...
Respecting practices, technologies, methods and their applications. Search for the spirit of truth and genuineness even in the most subtle expression of customization. Respectful observance for the age-old values of authentic watchmaking. Active fight against all forms of counterfeiting.
Label Noir campaigns for the cleanliness of gold, the traceability of diamonds and other precious stones. The brand professes the nobleness of materials, the wisdom of age-old skills associated with mastery of contemporary and current processes.
The companies in partnership with Label Noir in connection with precious materials are RJC certified, the Responsible Jewelery Council. Everything related to diamonds is in compliance with the Kimberley Process.
Hunting downbad practices
Label Noir guarantees good customization practices. It vehemently and vigorously dissociates itself from players who yield to the temptations of imitation or to the misguided forms of disguised counterfeiting.
Advanced knowledge in iconic pieces
Sometimes few modifications are needed to transform a “normal” model into an “emblematic timepiece”. Label Noir has a broad understanding of these iconic objects, which ensures it never to yield to pressure or fall into the trap of dubious solicitations.
Because being well-versed in the skills useful in the design and manufacture of a swiss-made authentic wristwatch, having the tools and having access to techniques and machine parks confers immense responsibility in front of misleading abuses and disguised expressions of counterfeiting.
Emmanuel Curti is a watchmaker at the helm of Label Noir, having forged his skills on the workbenches and decision-making offices of three of Switzerland’s leading watch manufacturers. Coming from the additional worlds of restoration, quality control or new products development, he has a passion for the plural arts of personalization.
Collectors love him, they share their passion for iconic models that he does not hesitate to metamorphose and customize.
Label Noir SA is an independent company. Label Noir SA is not associated or affiliated with Rolex SA, Patek Philippe SA or Audemars Piguet SA.
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