The world of haute horlogerie is often associated with the quiet valleys of Switzerland, where generations of watchmakers have honed their craft. Yet, a new generation of artisans is breathing fresh life into the art of watchmaking, drawing inspiration from unexpected locales. In the heart of Paris, amidst the bustle of the City of Lights, a young watchmaker named Theo Auffret is forging a new legacy with his eponymous brand, Auffret Paris.

I recently had the distinct pleasure of speaking with Theo, delving into the origins of his brand, his creative process, and the unique philosophy that sets Auffret Paris apart in the world of luxury watches.

A Parisian Genesis

Theo’s journey into watchmaking began, as he describes it, with a touch of serendipity. As a high school student exploring the Parisian countryside, he stumbled upon a small watchmaking boutique. Intrigued by the intricate mechanisms and the watchmaker’s meticulous work, a spark was ignited. “The moment I was in the workshop,” Theo recalls, “I finally decided to go into watchmaking school and not engineering school as many of my friends.”

This decision marked the beginning of a lifelong passion. Theo dedicated himself to mastering the art of horology, spending over four years honing his skills in watchmaking schools and apprenticeships. His journey took him to Switzerland, where he delved into the intricacies of watch restoration and prototyping. But ultimately, the allure of Paris, with its vibrant energy and rich artistic heritage, drew him back.

The Birth of Auffret Paris

In 2020, amidst the global upheaval of the pandemic, Theo laid the foundation for Auffret Paris. Armed with his extensive experience and a deep-seated passion for Parisian watchmaking traditions, he set out to create timepieces that embody the city’s unique spirit.

“We are working all together from start to finish,” Theo explains, describing the collaborative environment he has fostered within his atelier. A small team of young, passionate watchmakers work in unison, each contributing their unique skills to the creation of every Auffret Paris timepiece. This collaborative spirit, combined with a dedication to traditional techniques and innovative approaches, defines the brand’s distinct identity.

The Essence of Auffret Paris

Auffret Paris watches are more than just instruments for measuring time; they are miniature works of art, each one a testament to the brand’s unwavering commitment to quality and craftsmanship. The brand’s dedication to preserving traditional Parisian watchmaking techniques is evident in every detail, from the meticulously hand-finished movements to the elegant, timeless designs.

One particularly striking feature is the brand’s signature “Charcoal finish,” a technique that dates back to the late 19th century. This intricate process involves using charcoal and oil to create a unique, textured finish on the watch’s plates and bridges, giving it a distinctive vintage appeal. “It is very typical from Parisian watchmaking,” Theo notes, emphasizing the brand’s connection to its heritage.

More Than Just a Transaction

Beyond the exceptional craftsmanship, Auffret Paris distinguishes itself through its unique approach to client relationships. Theo and his team believe in forging genuine connections with their collectors, ensuring that each timepiece finds a home with someone who truly appreciates the artistry and dedication involved in its creation.

“We spend a lot of time discussing and exchanging with our customers,” Theo explains. This personalized approach fosters a sense of exclusivity and belonging, transforming the act of purchasing a watch into a meaningful experience.

A Vision for the Future

Looking ahead, Theo envisions continued growth for Auffret Paris, with plans to increase production gradually while maintaining the brand’s unwavering commitment to quality and craftsmanship. He also aims to establish a workshop in the heart of Paris, further solidifying the brand’s connection to the city’s vibrant cultural landscape.

With its unique blend of traditional techniques, innovative designs, and a personalized approach to client relationships, Auffret Paris is poised to become a leading force in the world of haute horlogerie. As Theo and his team continue to push the boundaries of watchmaking, they are creating a legacy that will undoubtedly inspire generations of watchmakers to come.