In 2006, Serge Michel (Founder) and Claude Greisler (Co-Founder and Master Watchmaker) took over from founder Armin Strom at the head of his eponymous brand. Just three years later, in 2009, the two childhood friends opened a fully-integrated manufacture in Biel, Switzerland and launched their first in-house movement.

WatchTime sat down with Michel (SM) and Greisler (CG) to talk about their vision for the independent Swiss watchmaker, the challenges for a comparatively young brand, and their shared passion for accuracy.

“Consistency of accuracy is what makes your watch keep time perfectly over days, weeks, or months.” Claude Greisler, Co-Founder Armin Strom and Master Watchmaker

WT: You both grew up in Burgdorf, Switzerland, and even went to the same school. How did the two of you end up at the helm of Armin Strom" SM: When Claude and I were kids, our local watchmaker, Armin Strom, was a well-known and respected personality and a person of interest for us. Whenever we had the chance, we tried to get a glimpse of what was happening in his small workshop. Rumor had it that Mr. Strom regularly traveled abroad to deliver his artfully hand-skeletonized watches to his selected customers. The life he lived sounded very exciting to us. And as a holder of a Guinness World Record, he definitely had to be a celebrity! What I did not know then was that my passion and fascination for watches had already begun. While I studied marketing, my childhood friend...