Dedicated to "the art of living differently," Philippe Charriol launched his brand in 1983 by doing exactly the opposite of what others were doing. Rather than first making a name for himself on the Place Vendome in Paris, or in Switzerland, and thus building a reputation before spreading out towards the world at large, he settled in Geneva - the historic cradle of watchmaking - and chose to start off by conquering a whole continent: Asia. The success achieved both in Japan and in South-East Asia enabled him subsequently to establish a significant presence on the United States and Middle East markets and finally to assert his brand worldwide.

Philippe Charriol was 40 when he left his job as executive director of a prestigious watch and jewelry company to found his own company. Ambitious, self-confident, provocative by nature and a connoisseur of fine arts and motor-racing, this Marseille-born entrepreneur was perfectly acquainted with the luxury world and consumer expectations.

While Philippe Charriol launched his brand when he turned 40, at the age of 50 he decided to fulfill another passion: motor-racing. More motivated than ever, he continues to drive his Lamborghini Diablo on European circuits, taking part in the FIA GT Championship, the Championnat de France Grand Tourisme, of which he has been French Champion in GT3, as well as the Andros Trophy. "I am often the 'senior driver' ", jokes Philippe Charriol, "but I still win! Paul Newman took part in the Daytona 24 Hours race at the age of 78. That's my long-term target!"