There's nothing wrong with reviving a name with historic significance
and that's essentially what Flavio Audemars has done. Abraham-Louis
Perrelet (1729-1826) will forever have his place in watch history
thanks to inventing the first automatic watch in 1777. In 1995
entrepreneur Audemars brought back the Perrelet brand.
The address I have for Perrelet's head office brings me to a
four-story building in the old town section of Neuchatel's (population
40,000) city center. It's a very old (1638) and historically
significant structure-having in its early years housed the city's
treasury. Getting up to Perrelet's offices on the third floor
requires navigating an unusual stone circular staircase.
The visit turns out to be disappointing as I learn from Carlo
Munari, Vice President & Brand Manager, that this isn't the
corporate office but where sales and marketing reside. Munari
and two assistants are the only ones here. To see where head
honcho Flavio Audemars hangs his hat I have to go to Lugano,
located in the eastern part of Switzerland.