Pierre Lannier: French watchmaking becomes accessible

Since its creation in 1977, the French watch brand Pierre Lannier has continued to grow to reach today a considerable notoriety and presence in online jewelry stores and those of shopping centers. Its famous “1977” collection, launched in 2021 to celebrate the 45th anniversary of the house, has upset the codes of the Made in Franceoffering customers products of impeccable quality at affordable prices.

But how did Pierre Lannier achieve this result? What is the secret of its success? In this article I invite you to discover the history of the brand as well as behind the scenes, through the words of Pierre Burgunits current leader.

A family business above all

In 2001, when the connected watch was still only a concept, Pierre Burgun took over the reins of the brand founded by his father, Pierre Lannier. From then on, he breathed new life into this company and gave life to innovative models and ever more daring collections, such as the “Paris Royale” launched in 2023. However, it was during the Covid crisis that the CEO will demonstrate his sense of entrepreneurship and his determination. To cope with this, its objective will be to develop a 100% French watch at less than 1,000 euros and, following three years of effort, the dream finally materializes with the launch of the “1977” collection, all the components of which , with the exception of the dial, are made in the East of France thanks to the skills of renowned partners such as Berthet, La Pratique and the Haas tanneries. Thanks to this, the collection can obtain in October 2023 the “Guaranteed French origin” certification, attesting that more than half of the added value of the product is achieved in France. A great feat for Pierre Burgun! This success is the result of a long work of collaboration and trust:

• Berthet, specialized in case manufacturing since 1921,
• La Pratique, which has been supplying watch hands since 1923,
• The Haas tanneries, properties of Chanel, which produce the bracelets,
• And Pequignet who designs the movement.

A symbolic prize and a humanitarian mission

Sold in 500 copies at the symbolic price of 1,977 euros (failing to reach the target of 1,000 euros), the “1977” collection offers customers a top-of-the-range watch, of refined elegance with its curved bezel, its lugs screwed and its sides dug. However, if we applied a classic margin, the price would be more like 2800 euros, underlines Pierre Burgun. And therein lies the originality of this collection which, although produced under rigorous conditions, finally manages to maintain affordable prices. But that’s not all: 75% of the sales of this “1977” collection will be donated to a charity dedicated to protecting the environment. Indeed, for Pierre Burgun, it is important to support the revival of the sector and to encourage vocations among young people. A concrete way to improve the world!

Pequignet: the French movement that animates the “1977” collection

Paradoxically, it is the movement designed by Pequignet that allows the Pierre Lannier brand to offer quality French watches at reasonable prices. Because originally, Pierre Lannier made his assemblies from Swiss or Japanese movements which did not allow him to obtain the OFG label.

Created in 1973 by Emile Pequignet, while French watchmaking is struggling, the brand has experienced many capital risks with a last takeover in 2021 by the Enowe investment fund. Nevertheless, the Caliber Royal launched in 2011 has established itself as a reference among watchmaking enthusiasts with technological innovations that have been the subject of several international patents, for the power reserve indicator or its double Date and Day window. This caliber embeds several complications without resorting to additional modules and is the only one that can still claim to have been designed and assembled in France. The use of this superior quality French movement therefore makes it possible to manufacture accessible watches that offer both robustness and precision, all accompanied by a unique and timeless design that is the strength of the Pierre Lannier house. In addition, in 2023 the group successfully celebrated its 80th anniversary and emphasized its international commitment, since exports now represent 80% of its turnover.

A deserved notoriety?

Although Pierre Lannier is very present in jewelry stores and shopping centers, it does not enjoy the same notoriety as some rivals. But is it justified? Insurers offer guarantees of origin, stores display attractive prices, and modern technologies allow them to stand out. Pierre Lannier therefore offers robust, modern and affordable products that are accessible to a wide audience. Innovation, quality and price therefore achieve a perfect compromise and deserve growing recognition. Well, that’s just my opinion ????

Do not hesitate to read or re-read my guide on how to choose a women’s watch!