Jordi Swiss icon.
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With record sales of CHF 19.3 billion in 2011, Swiss watchmakers exceeded their previous annual results by a promising 19.2 per cent. It is the biggest growth in 20 years, according to the Federation of the Swiss Watch Industry. The Bienne-based association predicts a rosy future for the sector, which remains one of Switzerland's most iconic industries and the third largest exporter today.
As a leader in the world watch market, it is hardly surprising that Switzerland should host some of the industry's most prestigious annual events. One such highlight is the springtime luxury watch and jewellery fair Baselworld, which provides a platform for independent artisans to showcase their products to potential buyers. This March, 1,800 exhibitors from 45 countries will be battling it out for the attention of an audience of 100,000. Amongst them will be watchmaker Michel Jordi, who is returning to the show after a ten-year absence. Ahead of the big event, we speak to the charismatic entrepreneur to learn about his latest venture and find out how he is planning to stand out from the crowd.
Sink or swim
When this son of a watchmaker launched his brand JORDI in 1988, he was under no illusions about the difficulty of his task ahead. In a competitive market with a great legacy in horology like Switzerland, only the fittest stand a chance of survival. "You either differentiate yourself, or you die," Michel Jordi states as a matter of fact. "As a niche brand, you don't pretend to compete with the big players like OMEGA or Rolex. You find your own space by developing a concept that is unique."
It is a recipe of success that has seen the entrepreneur cause quite a stir with a number of inspired creations throughout his career, including Le Clip, Swiss Ethno Watches and Twin Heritage. While each concept showed great promise, the independent watchmaker was vulnerable to changes in the economic environment and, in the end, the concepts could not survive in the long term. Each time, Jordi alone bore the consequences, dusted himself off and started again.
"I live by Winston Churchill's saying 'never give up'", says Jordi. "If you want to be an entrepreneur and remain independent, you have to accept that you have to take risks. Failing is part of the process. It is not glorious to fall down, but the important thing is that you get back up and come back stronger."
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