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Last year, an English watch reviewer used the term “garage brand” to
describe the watches of Richard Mille in a newspaper article, but it wasn't meant in
a derogatory way at all. He was describing the fact that although Richard Mille has
achieved a great amount of attention and respect in a short span of time, the “upstart”
Mille is still in essence a very small company with a correspondingly small yearly output
of timepieces. That makes it very exclusive, of course, but not necessarily a brand in the
official sense of the word.
Despite
the short time span, during the past five years Mille has been able to get
the watch-collecting public's attention with fascinating world premieres like the RM 006,
a tourbillon built on a carbon nanofiber baseplate, or the ultra-light RM 009
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Felipe Massa, which is the lightest mechanical tourbillon wristwatch to date.
He
has also been able to create a unique, highly visible and recognizable
product line that has earned the admiration of the Swiss watch industry's leaders
and insiders–no small achievement by any means.
In
actuality, these feats seem to be only the beginning, and the future transition to a
real “brand” is still a little way ahead. Part of that development is the enlargement of the
scope of the collection to a wider range of available models and additional themes.
The
2006 collection addresses this facet and represents a clear broadening of
the collection with new impulses and connections that seem destined to increase attention
to the young brand.
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