Armin Strom Celebrates 15 Years Of Innovation, Craftsmanship, and Passion

Somehow for me, having been in the watch industry for decades, it is difficult to imagine that independent Swiss watch brand Armin Strom – as we know it today – is just 15 years young. After all, the brand has accomplished so much in that short decade-and-a-half: becoming a completely integrated manufacture and creating 17 exclusive movements. Not to mention some of the most impressive watches and mechanical feats of prowess and innovation. From constant force mechanisms  to repeaters, tourbillons and more, the two people at the helm of Armin Strom – Claude Greisler and Serge Michel –  embarked on a journey that has led them to watch collector fame.

In fact, from the heart of the Swiss watchmaking region, nestled in Biel/Bienne, comes a story of determination, friendship, and a relentless pursuit of horological excellence.

Fifteen years ago, Armin Strom underwent a metamorphosis, transitioning from a solitary endeavor under the auspices of the eponymous man, Armin Strom,  into a powerhouse of innovation under the visionary leadership of Serge Michel and Claude Greisler. What started as a childhood fascination with timepieces evolved into a journey marked by 17 exclusive movements, patents, and a staggering 97% in-house production depth, solidifying Armin Strom’s place in the pantheon of haute horology.

The tale begins with two young boys, Claude and Serge, drawn together by their shared curiosity and a mentor named Armin Strom. Little did they know that their early days spent tinkering in Strom’s workshop would sow the seeds for a future steeped in watchmaking excellence. Fast forward to 2009, and the duo, now seasoned entrepreneurs, embarked on a mission to breathe new life into the Armin Strom brand —  acquiring the company from its namesake and laying the foundation for a horological empire.

With unwavering dedication and a keen eye for innovation, Serge and Claude transformed Armin Strom into a veritable playground of creativity. Their collaborative efforts birthed 17 distinctive calibers, each bearing the hallmark of Armin Strom’s signature open-worked design. Divided among the brand’s three pillars—System 78, Resonance, and Masterpiece—these movements serve as a testament to the duo’s relentless pursuit of perfection.

In 2010, Armin Strom unveiled its first in-house timepiece and movement, the “One Week,” boasting a remarkable seven-day power reserve. The following year marked a pivotal moment as Armin Strom joined forces with the Formula 1 Marussia Virgin Racing team, forging an unprecedented partnership that saw the fusion of F1 engine parts with watchmaking prowess. That was a breath-taking experience that led some of us onto the racing circuit with the brand.

The years that followed witnessed a flurry of groundbreaking achievements. In 2012, Armin Strom introduced its inaugural in-house tourbillon, setting the stage for a string of accolades, including three Red Dot Awards for design excellence. However, it was in 2016 that Armin Strom made waves with the Mirrored Force Resonance—a technological marvel heralded for its patented resonance clutch solution, elevating chronometric precision to unprecedented heights.

Undeterred by convention, Armin Strom continued to push the boundaries of horological innovation. In 2018, the world bore witness to the debut of the “Dual Time Resonance,” a masterpiece of mechanical ingenuity featuring dual independent time displays driven by resonant movements. This marked the genesis of Armin Strom’s iconic “Masterpiece” collection—a testament to the brand’s unwavering commitment to pushing the boundaries of what’s possible in watchmaking.

The year 2019 saw Armin Strom unveil the Minute Repeater Resonance—a symphony of sound and precision, showcasing the brand’s mastery of chiming complications. Meanwhile, the Gravity Equal Force, introduced the same year, showcased Armin Strom’s prowess in automatic watchmaking, boasting a patented equal force transmission mechanism.

As the years unfolded, Armin Strom remained steadfast in its pursuit of excellence, introducing a myriad of innovations that captivated the horological world. From the modern reinterpretation of the classic dress watch with the Tribute 1 to the world’s first watch with an on-demand date indicated on the bezel with the Orbit, Armin Strom’s commitment to pushing the boundaries of traditional watchmaking knows no bounds. Today, the brand’s independent manufacture boasts a team of 38, including 22 skilled watchmakers led by Greisler (a master watchmaker himself).

Reflecting on their journey, Serge and Claude exude a sense of pride and optimism for the future. “From day one, we embraced a refined openwork design approach with our watches,” remarked Greisler, his passion for craftsmanship evident in every word.  Michel echoes the sentiments, saying “Our journey has been defined by a relentless pursuit of innovation, precision, and perfection.”

As Armin Strom celebrates 15 years of excellence, the future shines bright with promise. With a wealth of innovations unveiled in 2024 and more for the years to come, the brand is poised for another 15 years and beyond of dedication to the science of movements, mechanics and time.