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Company story – episode 1

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AGAINST THE TIDE?
This outlines the story of the 3 musketeers who launched a new and exclusive alternative luxury watch brand at the peak of a global economic crisis. Call them passionate, crazy, brilliant or stupid. At least they are attempting to realize their dream and add a new chapter in the rich history of global watchmaking.

Introduction
Ateliers deMonaco is a new independent luxury watch manufacturer inspired by, designed for and made in Monaco. The brand targets a new generation with Nouvelle Horlogerie by creating iconic timepieces that are derived from their passion to challenge existing conventions to leave a legacy: “We have always dreamt about making a mechanical watch movement that is the most precise in the world and will keep generations of scientists busy trying to figure out how we did it !” All watches and their movements are completely in-house designed and manufactured, an unique capability that only few independent watch manufacturers still have to-date. The collection and innovations can be characterized as the ultimate collision between modern technology and classical craftsmanship, leaving a hybrid time piece that utilizes the best of both. To guarantee every watch gets its own unique character, every individual watch is hand-finished, -polished, -brushed and -engraved, which for some can take over 100 hours each. Each watch will be individually numbered and is only made available in very limited editions. And as a true Monegasque proposition, every watch that leaves our ateliers will have the iconic shield of Monaco hand-engraved in the heart of the movement.

The founders
Be it luck, faith or just mere coincidence, the three founders met through their mutual passion for Haute Horlogerie. Although their Dutch no-nonsense roots allowed them to connect well from the start, they cannot be more diverse in anything else.
Pim Koeslag (1981), the Benjamin of the three, attended watch-making school in Amsterdam after which he did several internships at some of the most renowned watch brands in the world. When offered employment at most of them, he decided to work for a small and lesser known watch company in Geneva that allowed him more freedom to experiment and develop new technologies: Frédérique Constant. With an age of only 28 springs young, there is a lot more we can expect from Pim! Pim is married and has two sons in the age between 0 and 3 years old.
Robert van Pappelendam (1969) finalized his law study at the Erasmus University Rotterdam, after which he changed course and started a marketing career at Procter & Gamble, a leading fast moving consumer goods company, lastly as a Global Brand Franchise Leader in their Haircare division. For this company, he worked in Rotterdam, Brussels, Cincinnati USA, Geneva Switzerland and Singapore. Since 2002 he has been active in the board of advisors of Frédérique Constant SA, Geneva. Robert is married and has 4 children in the ages between 3 and 9 years old.
Peter Stas (1963) studied Economy at the Erasmus University Rotterdam and after several internships, he started his professional career at Philips Electronics in the Netherlands. He moved to Asia to take a commercial leadership role for the consumer electronics division out of Hong Kong. In 1988, he was the initiator and founder of Frédérique Constant, currently one of the leading Swiss watch manufacturers in the affordable luxury segment. Peter is married and has 2 children aged between 10 and 15 years.

To be Continued…..

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Pim

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