“Oris stands for the transformation from exclusive to inclusive luxury.”
We recently had the opportunity to talk with Oris co-CEO Rolf Studer about his passion for the brand and the industry, what significance collectors have for the Hölstein-based watchmaker, and how Oris sees sustainability.
Rolf Studer (here during the opening of the brand’s boutique in Zurich in 2018) is the co-CEO of Oris. He joined the brand in 2006.
WT: The average price of a Swiss watch has risen continuously in recent years. Is the industry disconnecting from the entry-level consumer"

RS: Last year alone, the average price rose by 18 percent, and over the last two years it has increased by as much as 28 percent. It is obvious that this development cannot be to the advantage of the average watch buyer or fan. I am convinced that this development is dangerous because it distances you from the average consumer. The industry risks getting out of reach of normal customers, which in a next step leads to irrelevance ? and that is the most dangerous thing that can happen to an industry. From this point of view, we are not at all enthusiastic about this development. The mission of Oris is clearly stated: ?We make watches for people who work hard to earn their living and spend their money wisely. Accordingly, we will continue to maintain the price level at which we are currently operating.? WT: Why did Oris choose a bear as its mascot"

RS: For many years now the Oris Bear ha...