MrWatchMaster Meets…Alex Landa
- Details
- Category: Haute This Issue
- Published on Wednesday, 16 October 2024 11:36
- Written by MrWatchMaster
Meet Alex Landa, Founder of Ématelier, who discovered his passion for watches in the 1970s, during his formative years as a young apprentice in a specialised shop dedicated to the repair and restoration of unique timepieces – mostly French and British clocks.
Alex went on to pursue a degree in mechanical engineering and, as his career evolved, his love for watches continued to flourish. We hear Alex's views on current business, what drives him, views on the industry and plans for the future.
MrWatchMaster Meets…Felix Wallner
MWM: What are your current business priorities?
AL: Our primary focus has always been to bridge the gap between those who desire a timeless, traditional Grand Feu enamel dial and making these exquisite pieces more accessible. While working directly with customers to bring their unique ideas to life remains a top priority, we're also keenly focused on expanding our expertise into this business-to-business sector. By doing so, we hope to make enamel dials more accessible not only through well-known, established watch brands, but also through boutique brands. We believe that incorporating enamel dials will significantly enhance these brands' offerings, positioning them in a unique category that resonates with discerning customers.
Image credit: MrWatchMaster.
MWM: Tell us something we don't know about Ématelier?
AL: As small of a shop as we are, Ématelier has actually produced the majority of bespoke Grand Feu enamel dials for customers around the world. This achievement is a testament to the uniqueness and intricacy of our craft. The process of creating a Grand Feu enamel dial is incredibly nuanced and demanding—it requires not only immense skill, but also patience and precision. Each dial is crafted by hand, undergoing multiple firings at extremely high temperatures to achieve the perfect finish. The complexity of this art form is why it's so rare and revered in the watchmaking world. Our ability to consistently deliver such high-quality, customised dials speaks to the dedication and expertise of our team. It also highlights the significance of our work, as we contribute to preserving and advancing this centuries-old craft, making it accessible to enthusiasts and collectors globally.
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MWM: Which watch do you wear?
AL: I've been a watch collector—some might even call me a watch nerd—all my life. Over the years, I've managed to acquire a collection of my own. However, since founding Ématelier, I've found myself drawn to our own creations. As I write this, I've been wearing the Sprezzatura watch with white Grand Feu enamel dial with black fired indices (above). This watch represents the essence of the Sprezzatura collection… simple, understated and draws attention only from those who understand and appreciate the enamel craft. Its simplicity and timeless elegance always captivate me, making it a versatile piece that I can wear just as easily with gym clothes as with a suit.
Image credit: MrWatchMaster.
MWM: Which watch would you like to own?
AL: About 25 years ago, I was introduced to the Patek 5131 and I was completely mesmerized by its enamel dial. It took me about five years to finally get my hands on that watch, and it has been a treasured part of my collection ever since. Now, I think a perfect addition to my collection would be Patek 2526 with original enamel cream dial (above). This watch represents the pinnacle of craftsmanship and style that continues to inspire me. My fascination with that piece fuelled my (slight) obsession with learning more about this incredible craft, ultimately leading to the creation of Ématelier.
MrWatchMaster Meets…Alexandre Labails
MWM: What do you like best about the Watch business?
AL: What I love most is how it brings together time, history, and tradition with technical innovation and expertise, all while showcasing artistic beauty and creativity. Watches are a rare example where all of these elements are equally integral to the final product, making them not just functional timepieces but also works of art and marvels of engineering. Another aspect I deeply appreciate is the community. The people in this industry share the same love, appreciation, and even obsession for watches. It's incredibly fulfilling to be surrounded by such passionate, like-minded individuals who understand the significance of every detail and are driven by the same dedication to the craft.
MWM: What don't you like about the Watch business?
AL: One of the challenges of enamel craft in particular is that creating new dials and techniques requires an immense amount of time, effort, labour, and skill. This often means that many of my wild creative ideas simply can't come to life. There are so many concepts I've dreamed of executing, but the extreme complexity of these projects can make them unfeasible. Specifically in our case, we're operating in a unique industry where there's a scarcity of talent. The specialised skills required for Grand Feu enamel work are incredibly rare, which further limits our ability to bring every creative vision to fruition. While this scarcity underscores the value of what we do, it can also be frustrating knowing that some ideas may never leave the drawing board.
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MWM: What is next on the horizon for you?
AL: We're excited to expand our offerings with a wider selection of colour, texture, and design for our enamel dials. But something truly special to look out for is our upcoming mastery of Guilloche dials. This process requires exceptional skill and precision, and when combined with enamel, it creates a stunning interplay of light and texture, adding a layer of depth and sophistication to the dial. However, this is no easy feat. Much like expert enamelling, Guilloche is a niche skill that is hard to come by. Finding artisans and equipment to execute this technique at the highest level is as challenging as it is rewarding. But we're committed to overcoming these challenges because the potential for creativity and craftsmanship is limitless.
MrWatchMaster Meets . . . Chris Manning
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Alex Landa is a Friend of MrWatchMaster
Bio: MrWatchMaster (MWM) presents a uniquely authoritative resource, covering news, opinion, reviews, and entertainment about the watch sector. We share our opinions and new 'points of view' from a range of leading watch makers, industry professionals, collectors, and other practitioners of horology. We keep you updated with the most interesting developments and provide our own take on new watches, trends, and anything else that will define the future direction of the sector. Andrew Canter is the Co-Founder and Editor-In-Chief of MrWatchMaster and a hugely passionate horologist and collector of watches and clocks. His fascination with watches started at an early age and purchased his first watch when still at school. He is a member of the Alliance of British Watch & Clock Makers, British Horological Institute (BHI), Antiquarian Horological Society (AHS), National Association of Watch and Clock Collectors (NAWCC), Horological Society of New York and RedBar Group.
