What would one do when given a luxury watch? Trade it in for money? Bask in the glory of ownership? Or would they take it apart, add a complication, then resell it for more than it was worth? Franck Muller chose the third option, and it is with this daring spirit that he built his brand upon.

This is also why we are graced with the latest offering from the brand, the Vanguard Damascus Steel Sincere Platinum Jubilee Edition, in conjunction with Sincere Fine Watches’ 70th anniversary. It celebrates the good working ties between the watchmaker and retailer, and the commemorating timepiece perfectly fits the occasion.

This watch’s case is made from Damascus steel, as is its MVT FM 1740-VS2 movement. Since steel is hard to work with, this makes the intricate craftsmanship all the more impressive. The movement is also a reiteration of the famous Seven Days Power Reserve movement which, like its namesake, provides an impressive seven days of power reserve.

While its 28-piece production run might make it a rare model in its own right, its finishing — which aptly resembles a fingerprint — is done so that no two pieces are the same.

During his visit to Malaysia at the end of September, Franck Muller CEO Nicholas Rudaz sat down to discuss the watch and the watchmaker’s ongoing relationship with Sincere Fine Watches.

Whose heart do you think this watch sings to?

Above all, it is targeted to the collector. Many of Sincere’s clients are fine watch collectors. The fact that only 28 pieces are made makes this model more appealing to the end client. It is also a comfortable size and weight for both genders in the Asian market. Of course, fans of Franck Muller always value originality, so this watch would interest them as well.

Do you feel that limited editions make it more appealing to customers in general?

That is the case because clients always want something rare and unique. However, one thing about Franck Muller is that even our regular watches are produced in small quantities. If you gather 1,000 Franck Muller collectors in one room, you might find 1,000 different watches on their wrists.

Is there a symbolic reason behind the choice of Damascus Steel for this release?

For this Vanguard Damascus Steel Sincere Platinum Jubilee Edition, there is the merging of two different steels to make one watch. Like the success of our watches, we rely on a strong partner, and Sincere has been a very good partner since the beginning. One cannot survive without the other and it is important to grow together.

Was there a reason why you chose the number 28 for this production run?

Because it is still a lucky number in Asia, and we wanted to keep this model exclusive, so we did not opt for 88 pieces instead. We could have done 17, but that is not such an interesting number. The number 28 bridged that sweet spot between being interesting while also being exclusive.

How is Franck Muller trying to appeal to the younger generation of today?

Above all, we try to follow the strict norms of Swiss watchmaking. As much as possible, we fashion everything by hand, and that element is something that the younger generations are appreciating. Today, they are coming back to mechanical watches versus newer technology like smartwatches. It is the equivalent of choosing a traditional car over an electric vehicle. When you open the hood, you get to enjoy the complex mechanisms versus just seeing a battery. We are an independent company so that freedom with our design process helps too. That resulted in models like the #FR2 and the Beach Vanguard, which were also targeted at the younger crowd.

Is there a reason why the Vanguard was chosen as the base for this jubilee model?

Over the years, we have celebrated many milestones with Sincere and have used the Curvex, so we felt that it was only natural that we used the Vanguard this time since it is the evolution of the Curvex. It also has the advantage of catering to the younger generation since it is a more affordable model.

Speaking of the younger generation, what do you want to convey when they put a Franck Muller on their wrists?

Above all, to feel different and to wear it with pride. That has always been Franck Muller’s DNA. Some 30 years ago, none of the watchmakers were making the complications Franck Muller was making. I believe that young people resonate with this spirit of being ahead of their time and being unlike anyone else.

Is there any reason you chose Malaysia as the starting point for the launch?

I would love to say that Malaysia holds a special place in my heart. After all, I almost started schooling here when I was 12 years old. But that was simply the nature of this campaign, and we are headed to Singapore as well as Thailand next.

Once you are done with this story, click here to catch up with our October 2024 issue.