DISCOVERY
BY GARY GIRDVAINIS
DRIVEN BY DETAILS
ORN AND RAISED IN PARIS,
designer and brand namesake
Alexandre Meerson continues a
long-standing family tradition and legacy in
haute couture and fashion. As a designer, he
was involved early on with the family watch
and jewelry business. This experience laid
the groundwork for a curriculum vitae that
led Meerson to work with some of the
world’s best-known fashion brands, including
those from the stables of luxury fashion at
Richemont, LVMH and others.
His lifetime passion for horology brought
him full circle, and like so many designers
and watchmakers he was determined to
create his own brand. He launched his own
eponymous watch brand and his first
collection in 2014.
B
EDGE OF CONVENTION
Meerson set out to explore the unique
relationship between a watch and its
owner. He designs timepieces for “people
who create their own luck, and do what is
not expected of them.” Meerson thrives
on the edge of convention. His unrelenting
search for individuality means he
personally oversees every detail from
design to manufacturing. He is obsessed
with creating the unique experience
embodied in owning a Meerson watch.
Clearly Meerson watches are crafted to
appeal to self-actuated personality types;
those who that have matriculated beyond
the herd and have left behind the need for
the social approbation ascribed to
recognized brands and archetypes. Meerson
watches are not necessarily pieces unique,
but a Meerson customer is definitely a rarity
and has an appreciation of craft without the
need for recognition, and a desire for
subtlety over crass signals of success.
72 | INTERNATIONAL WATCH | FALL 2019
Alexandre Meerson makes watches
for customers who appreciate craft
without the need for recognition
and desire subtlety over crass
signals of success.