Watchmaking was marked by the arrival of electronics and quartz. Consumer aspirations placed growing significance on the look of a watch, thus Alexis Barthelay decided to use the new technology in order to develop ultra-flat models. « Elegance discovers quartz » became one of the brand’s advertising slogans.
Alexis Barthelay concentrates on luxurious watches crafted by artisans, chosen to last for years and having strong emotional value. He had to remain innovative, but he did not give in to gadgetry, nor to a consumer trend for soulless objects made to be used without true personal attachment.