The famous French watchmaker Lip, history marked by an emblematic social conflict, returned to Besançon a quarter century after his departure to try to regain its former glory.
Winston Churchill to Charles de Gaulle, the Lip watches gave time to illustrious characters.
Founded in 1867 in Besançon? s watch company has declined in the 60s before being marked by a social conflict on a national scale and unprecedented attempt to self in the early 1970s.
The brand was then bought in 1990 by the future General Watchmaking Manufacture (MGH), based in the Gers, to be especially sold in the retail network.
But 25 years after that painful start, Philippe Bérard, the boss of the League of Besançon watches (SMB) created in 1978, decided to repatriate Lip on its original land. His challenge? “Marketing again Lip watches in the watch and jewelery” and give the brand its credentials.
“Despite its presence in the retail, Lip remains a great brand, which has a indisputable reputation and enjoys a certain attachment of the people, “notes the business manager of 65 years.
Mr. Bérard concluded with a brand MGH operating agreement Lip 10 years, with the possibility to permanently acquire the brand if the results are at the rendezvous.
“Now I eat Lip I work Lip Lip I dream, “says Bérard, who is head of the largest watch company in France (120 employees, sold 1.5 million watches a year, 30 million euros of sales ? Business in 2014).
In the 50s, “Lip represented the excellence of French watchmaking in terms of size, expertise and innovation”, said the industrialist who hopes enjoy the? customer craze for “vintage” watches. ? At the time, Lip was the most powerful watch manufacturer in France with 1,500 employees and 300,000 watches produced per year
-. A punch “LIP Besançon France” –
To restore the image of the brand, including industrial bet on a line of watches called “historic”. This line “vintage” revisits the models that made the brand awareness as Himalayas, Mermoz, de Gaulle and Churchill. These rooms will be equipped with a mechanical automatic movement Miyota, made in Japan.
A line “designer”, with quartz movements manufactured in Villers-le-Lac (Doubs), will also be marketed .
As? Lip watches new assembly is performed in Besancon, they benefit from the attribute “made in France” and are minted? s punch “LIP Besançon France”.
Fifty watchmakers and jewelers have already placed an order with SMB hoping to start with about 30,000 pieces per year, sold between 200 and 500 euros. The first deliveries are expected in early June.
“Lip was a popular brand, but a certain level, they offered a fellowship for example. People were saving to provide this watch that was a real commercial and symbolic value, “said Mr. Bérard.
And the symbolism of the three letters is still alive in Besancon, says Bruno Witsch, watchmaker for 25 years at SMB. At 14, he passed every day in front of the factory bike Lip in Besançon where he dreamed of working.
“Then there was the conflict, filing for bankruptcy and I never could enter, “he says. “But 40 years later, I make Lip. It’s amazing,” enthuses the man now in charge of assembling the prototype of the new Lip.
Charles Piaget, one of the legendary leaders “Lip conflict”, which took place in Besançon factory from 1973 to 1976, too, pleased to see the brand back to Besancon.
But this figure of French self-management movement, “the Lip today will never be the Lip before 76 “.
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