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Brice Jaunet created his own brand of watches after 15 years in the watchmaking industry. During those years, he worked in both the world's largest watchmaking groups, starting with Richemont, where he worked at Cartier. He then worked for Baume & Mercier and continued his career internationally at Raymond Weil. He eventually joined LVMH Group as Export Director for the Zenith brand, then as Vice-President International Marketing. He then assumed the management of the brand in France. Driven by an entrepreneurial spirit since early childhood and the legacy of his grandfather Jacques, co-founder of the NewMan brand in 1967, Brice Jaunet has always nursed the ambition of bringing his creativity to life. So in 2012 he set out with several Swiss designer friends to create a watch brand that reflected his personality, his thoughts and his research. Brice Jaunet wanted to create a beautiful and authentic yet affordable timepiece.