DeLaneauThe history of a passion for excellenceIn 1982 the prestigious Committee for European Excellence presented DELANEAU with its Grand Prize "Triumph" of European Excellence for the companys originality creativity and contribution to the prestige of high class jewellery watches. Ranked with such illustrious names as Christian Dior Mercedes-Benz Rolls-Royce and Yves Saint Laurent this award was a distinction earned for the vision passion and commitment of the co-founders Roll and Yolande Tschudin for creating a new name in the histry of Swiss watchmaking.At the end of 1997 after the founders retirement Managing Director Louis Ferran the driving force behind DELANEAU announced that a syndicate of Genevan investors had been found to recapitalise DELANEAU and that the company would relocate its activities to the traditional capital of the luxury watch industry Geneva. DELANEAU is a rare phenomenon in this competitive business where standardisation is the norm. Without any real competition it remains a small private company that is proud of is Swiss heritage and reputation as "Le" Joaillier de la Montre "The" Jeweller of Watches. Its jewelled timepieces are spectacular and the quality of workmanship superb. Exceptional is the only word that can be used to describe the collection.Exclusivity and Exceptional ProductsThe trademark has existed since 1880 but only acquired its world status over the last three decades. In a recession exclusive goods are usually more recession-proof and both in the early nineties world economic crisis and the recent instability of the tiger economies DELANEAU has stood firm. Today the average retail price of a DELANEAU jewelled timepiece is CHF 40000 and with a limited edition design in the Stars category reaching prices of around CHF 1 million. Why are the DELANEAU timepiees so expensive? Spectacular quality creativity and the highest craftsmanship have a price but a purchase is never only made because of the price but because the timepieces are exceptional. Exclusivity demands a certain price structure.The New Future based in GenevaDELANEAU as always sets its sights high. The new future is a challenge with a new brand identity new by-line ONLY ONE - ONLY YOU and new advertising.When questioned if he fears competition Louis Ferran says "No and I will explain why! We would in fact like there to be more as it would enlarge the market. Of course there are superbly designed and elegant watches produced by prestigious companies that I admire enormously. The market trend though remains for obvious reasons one where cost-effectiveness is what counts and each watch design is produced in larger and larger quantities - even at the top end of the market. But our customersuy not just a watch they buy v and its brand image built so carefully over the past thirty years. It is never easy to be the leader and we must change with the times."New Products & New DesignsThe EXCEPTIONAL JEWELLERY TIMEPIECES will be developed as well as the internationally patented designs GOLDEN DREAM and THREE TIME ZONES. The DELANEAU mission is to stay exclusive and produce limited editions of the three collections each year but also offer other categories: The First - designs of exceptional value. The Regular - timepieces with superb gemstones in the true v tradition and Fashion - designs for fashion leaders. The Stars models are stars in their own right available only as aimited editions. More designs will be introduced for men and models that both men and women will want to wear."Uncompromising & Exceptional Quality for a New FutureFerran concludes "We will continue to develop new timepieces that provoke pure pleasure and emotion designed to meet the demands of a clientele that demands excellence. As we move into the next millennium our challenge is to reinforce our heritage. We must change but only in order to strengthen our reputation of uniqueness and excellence without any compromise. We owe that to our customers to the founders of the company to our employees and all the craftsmen who continue to perpetuate a hightradition".Sold for the benefit of the Geneva Schoolof Watchmaking and Microtechnology