How To Re-Build A Brand - Interview With Julien Haenny (VIDEO)

‍After a couple of years of procrastination, I’ve finally launched a YouTube channel, and I couldn’t be more excited about it.

The first video, an interview with Breva Geneve CEO Jilien Haenny, is now live, and I would love to get your feedback. Watch it below or on YouTube HERE. The interview is also available as a podcast so if you prefer to listen on your commute, you can do that too!

In this interview, I sit down with Julien Haenny, CEO of Breva Geneve, to explore the rebirth of one of Switzerland’s most imaginative independent watchmakers. Julien shares his vision for Breva’s relaunch, the brand’s poetic origins, and why its mission has always been to measure more than just time. From the early concepts rooted in exploration and environmental complication to the modern focus on refined daily-wear horology, this conversation offers a rare look at a brand entering its next chapter with confidence and clarity. With two decades of experience across leading Swiss maisons, Julien discusses the realities of reviving a high-end independent brand, the importance of authenticity, and how Breva plans to bring elegance, innovation, and genuine usefulness back to complicated watchmaking. If you’re fascinated by independents, brand building, or the future of creative Swiss horology, this is one you won’t want to miss.

I've also edited down the transcript of this interview for those that prefer to read. I wouldn't want you guys to miss out. Read on below.

Julien
I will never be a watchmaker, I don’t have the patience for it. I’m not a manual guy. I’m more on the marketing and communication side. But I love beautiful products. I’m very sensitive to design, materials, and finishing.

I grew up around mechanics though. My grandfather, on my mother’s side, worked in after-sales service for pendulum clocks in Le Locle. He had a small atelier inside the house. I remember the smell of oil, the sound of the pendulums ticking on the wall. That was probably my first real experience inside a mechanical world.

Mitch
After more than 20 years in the industry, why relaunch Breva instead of creating a new brand?

Julien
For me, it was important to work from an existing pillar — a strong foundation. It can be a story, a product, a movement.

When you start from scratch, sometimes the marketing story and the product don’t align. With Breva, there was already something very strong. The first watch, launched in 2012, was the Génie 01 — the first mechanical wristwatch with a barometric altimeter that could show a weather forecast. It was completely crazy, and the design was something I had never seen before.

And then there’s the name. Breva is short, easy to pronounce everywhere, and the story behind it is unique. It’s the name of a wind from Lake Como. That immediately brings elegance, exclusivity, and Italian refinement. That mix of Swiss complication and Italian elegance made perfect sense to me.

Mitch
How did the relaunch actually happen from a business point of view?

Julien
I met the founder back in 2010. The brand went bankrupt in 2015 — mainly because of cost. High complications take years to develop and millions to fund. Launching several of them at once, with prices around 150,000 francs, was simply too much.

During my last role at HYT, I knew it was time to do my own thing. Breva came immediately to mind. I called my lawyer to check availability and he told me I was the second person asking about it in two weeks. Suddenly the name became available — so I redeposited it.

I didn’t buy a company. There was no stock, no invoices, nothing. It was completely clean. I just started again with a new vision.

Mitch
Did you consider relaunching the weather complication straight away?

Julien
Yes, that was my first idea. But today, that kind of complication would still cost more than 100,000. Fifteen years ago it made sense because it was the era of concept watches — HYT, Urwerk, MB&F. Today, as a first watch, it didn’t make sense.

So I stepped back and defined the DNA of the brand: Les Instruments du Temps. Instruments to measure time, or the sea, the stars, whatever. Like the great explorers: without instruments, they were lost.

Mitche
How did that philosophy translate into the Segreto di Lario?

Julien
I wanted an elegant cushion case — something different from a round watch. A mix of Panerai Radiomir, Laurent Ferrier, and the Vacheron Constantin American 1921.

For the movement, it was obvious to go back to Jean‑François Mojon. He created the original barometric movement. I emailed him — one week, two weeks, three weeks, no answer. I thought, fuck. Then he replied, we met, and it clicked immediately.

I wanted a manual movement — a real relationship with the watch. Power reserve was important to me. We used the base of his C101 movement with a seven‑day reserve and developed a new triple retrograde module on top.

Mitch
Why separate the last 24 hours of the power reserve?

Julien
Because first of all, it’s a watch. You must be able to read the time clearly. Many complications forget that.

Splitting the power reserve came naturally. Six days represent normal life. The last 24 hours are different, precision matters more. When Jean‑François says, “we have something,” you know it’s real. He has developed so many complications, his experience is incredible.

Mitch
Can you explain how the complication works in simple terms?

Julien
The first hand shows the first six days of power reserve. When you reach the last day, the second hand takes over and shows the final 24 hours.

The crown was also very important. It takes 43 turns to fully wind the watch, so it has to be comfortable. When you wind it, you see the retrograde hands jump back — it’s very animated. Even the small seconds is retrograde, jumping every 60 seconds.

Segreto di Lario means “The Secret of Lake Como.” The idea is romantic. The last day of power reserve is the day you enjoy life, on the lake, on a boat. The first six days are routine. The last 24 hours are yours.

Mitch
You seem to balance strong curiosity with very clear direction. How do you manage that?

Julien
If you don’t know where you want to go, you’re lost. That’s the problem with many brands today.

Of course I’m curious — about dial finishes, materials, métiers d’art. But the product must stay clear. The complication must match the story and the DNA of the brand. A product without a story is dead.

I know very clearly what I like and what I don’t like. Yes or no. Done.

Mitch
What’s next for Breva?

Julien
The next complication could be a chronograph or a moonphase but always reinterpreted. First, we install the brand. Then we build.

For now, it’s Breva. Only Breva. Full focus. It’s a huge challenge, money, time, people, but it has to be a pleasure. Otherwise, it’s not good.

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I’m going to do everything I can to get incredible guests on this show, and I can’t wait to share more episodes with you.

Cya in the next one x

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