Hermès strengthens its presence in watchmaking: a Swiss gamble, a Parisian challenge
Hermès expands its watch production site in the Swiss Jura. A strategy of industrial anchoring that could move the lines in Paris, where the brand remains a pillar of luxury.
The Hermès Group continues to focus on excellence in craftsmanship. After having reinforced its production capacities in leather goods and tableware, the House is now tackling a sector in which it wants to accelerate: watchmaking. The next stage in this plan? The extension of the Noirmont site in Switzerland, scheduled for 2028.
This site, located in the canton of Jura, is by no means a secondary center. Since 2017, it has brought together two strategic areas of expertise: the manufacture of dials (via the Natéber company) and cases (within Joseph Erard), two structures acquired by Hermès in 2012 and 2013 respectively. After expansion, the manufacture will reach 11,000 m², marking a significant increase in in-house offerings.
An assertive industrial strategy
Hermès is no newcomer to the watchmaking world, but today it seems intent on playing in the big league. In addition to Noirmont, the brand has a workshop in Brügg, for leather straps and casing, and holds shares in the prestigious Vaucher Manufacture Fleurier, an expert in mechanical movements. The objective is clear: to control the production chain from A to Z.
This expansion is expected to be accompanied by the recruitment of 100 employees, proof of the Maison’s lasting roots in the watchmaking world. A concrete response to a temporary downturn: Hermès watch sales fell by -10% in the first quarter of 2025, a slowdown attributed to a high basis of comparison linked to the Chinese New Year.
And Paris?
While watches are assembled in Switzerland, Paris remains the beating heart of the brand. It is in Paris that Hermès designs its campaigns, presents its flagship pieces and attracts an international clientele to its iconic boutiques. The Swiss extension could give rise to a creative revival in the capital, where the luxury watch market is always on the lookout for objects with a strong identity.
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