are all terms which arguably have ambiguous meanings, it is necessary for the industry itself to defend and refine the meaning of words which have great effect on the consumer experience. In an age when “Swiss Made,” “In-House,” “Manufacture,” etc. Moreover, as it is the organization’s stated mission, the FHH wants to clarify for itself what haute horology is in their pursuit of promoting, defending, and developing its influence on the watch lover community.įurther, the FHH, among others, are likely discouraged by some of the more creative marketing and promotional practices many brands employ, as well as the terms they use to define themselves. As new brands seek to join their organization (even though it is by no means free), the FHH must refine and improve their criteria for who they accept and who they don’t. On a basic level, the FHH needs to clarify who and what they work for. Then again, what is the goal exactly? One must ask the very obvious question of what purpose is being served by defining what is and is not haute horology? Does the world need yet another attempt to define art (or a sub category thereof)? I feel that by identifying what the FHH is trying to exclude, versus include in the definition it can more readily meet its goal. If I were to define haute horology, I would probably begin with a reverse tactic, and that is to come up with what is NOT haute horology.

Müller sees some flaws with how this approach has been implemented, but for the most part, asking various experts to help create a definition was a logical move. In some ways, when it comes to trying to define “haute horology” I am reminded of a real definition that the Supreme Court once gave of the term “obscenity.” When trying to differentiate (essentially) smut (not protected speech) from art (protected speech) the court more or less said “you know obscenity when you see it.” I feel that even though haute horology is difficult to define, those with enough education, exposure, and sophistication “know it” when they see it, even if they have difficulty enumerating what practically defines it.Īs such, the FHH’s core tactic in defining haute horology is to use a large panel of “experts” from around the world who they feel cumulatively have enough experience and insight to properly broach the complicated topic of creating a set of criteria and definitions. Of course there are many devils in the details trying to apply such terminology to a diverse and quickly evolving watch industry that for a long time has produced more than merely “traditional” timepieces. My own quick definition of haute horlogerie is “high-end horology.” Or rather, the practice of designing and producing a prestigious watch using traditional practices such as decoration, hand-assembly, and exquisite presentation. Müller explain more, but I wanted to offer a few of my own thoughts on this interesting mission of the FHH that is, honestly, no simple task. Why define the term? Not only did the FHH likely feel a need to define what it does – and perhaps more importantly, does not – seek to promote, the organization identified that the public as well as watch brands themselves seem to at least slightly disagree on what haute horlogerie even means. Almost in secret, the FHH sought to conclusively and definitively define what “haute horlogerie” as a concept is. This is the world’s second largest watch and jewelry trade show, after Baselworld.įor at least three years now, the FHH has been busy with a seemingly simple task – and that is to define the values which it seeks to promote, defend, and praise. In addition to educational initiatives, the most noteworthy thing for most members of the watch industry that the FHH does is organize the SIHH trade show event each January in Geneva. The organization is funded by member companies that are just over two dozen watch brands – many of which (ten of them) still come from the Richemont Group, but they include others such as founding partners Audemars Piguet and Girard-Perregaux… among others. The FHH has a unique and often ambiguous mission. With that said, the FHH’s mandate is quite general, and that is to promote what they call “fine watchmaking” to the public at large.

Known as the Fondation de la Haute Horlogerie (FHH), the organization is protective of its “neutral” status despite having been started by the Richemont Group and being based in their facilities. Editor’s Note: The following article was written after we had Olivier Müller visit the FHH’s headquarters in Geneva, Switzerland, to interview members of their dedicated team on this evolving topic.

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