The world of watches is an emotional parallel universe where watch lovers can make them a living. Now, watch brands, organizations and media seem to recognize that this universe can only continue to exist if knowledge and appreciation of this universe continues to grow and evolve. Marc André Deschoux, who started The WatchestV on YouTube in 2011, is Mach’s founder and spiritual father – La Maison Death Arts & Dela Culture Hologuelle. Next year we will open doors to a groundbreaking building in the heart of Geneva. So, look at the fans, you’d better prepare for Mach, a place to showcase the legacy of watches.
La Maison des Arts & de la Culture Horlogère, or Mach for short, educates and raises awareness about watchmaking on the 4th floor, each of which is 240 square meters. Although not a museum or an exhibition center, both of the finest cultural watchmaking centres are open to the public and dedicated to the art of watchmaking in all forms. That’s the idea, and the project developed by the Holopedia Foundation, chaired by Mach-Philippe Dufou, is set to open the doors for next year.
Get ready for Mach, a place to showcase the heritage of the clock
Mach was announced on Geneva Watch Day, but the project was already underway. The idea behind Mach is to give watchmaking a physical home in the broadest sense. Mach wants to be a living space that brings people together. The Foundation aims to display, explain and ask questions. And it is a former bank of Quartier des Banques in Geneva and is open to the public. It houses exhibitions of enduring, theme and heritage. Mach also has an education center. It creates Swiss watchmaking schools, auditoriums, clubs of collectors and patrons, and free-accessible first floor content. Yes, there is also a cafeteria and a boutique.
Muse d’Eto histoire (mah) in Geneva
One of Mach’s goals is to become a hub of knowledge and exchange, where expertise, history and passion intersect. It will also actively promote other cultural institutions that share the same values, such as the Genevan Musée d’Art et d’Histoire (MAH) and leading institutions of the horological ecosystem, the Fédération Horlogère (FH), TimeLab, the Contrôle Suisse des Chronomètres (COSC), the Grand Prix d’Horlogerie (GPHG), the de la haute Horlogerie (FHH), and other consistent foundations.
Cultivates the culture of watchmaking in Geneva
Geneva is a watchmaking city. But as a fan of visiting watches, you don’t experience it that much in a non-commercial sense. The brand’s name is around, and there are also branded boutiques, but apart from the Patek Philippe Museum, there are not many that focus on education. Earlier this year, de la haute Horlogerie (FHH) celebrated its 20th anniversary. As I wrote in my article on Fratello, nonprofits want to bring watchmaking to new audiences. Since its founding, FHH has been the driving force behind watchmaking events and various educational programs. These programs, such as the Clock and Culture, the FHH Forum, and the FHH Academy, trained over 40,000 people and issued over 15,000 student certificates. Now, FHH is reaching out to a new group of watch consumers under the motto of “knowledge to make watches for everyone.”
Announced at the 20th annual event, FHH’s strategy aims to bring a surveillance narrative to a vibrant new audience beyond the traditional watch industry through a wave of fascinating initiatives and strategic partnerships. The organization’s headquarters are located in Pont de la Machine, in the heart of Geneva. The building will have a public exhibition space that houses the recently-convenient exhibition of watchmakers.
Mach is welcomed by the Geneva public watchmaking landscape, enriching the city’s cultural experience for its residents and visitors, and complementing the institutions supporting the project. As an independent nonprofit, Mach has a mission to open its wide audience to a wide audience, Geneva community, visitors and tourists by revealing and sharing the skills, gestures, passions, history and innovations behind the clock. However, Mach also aims to encourage younger generations to take up watchmaking technology.
François Paul Journey
fpjourne Tourbillon Souverain
Big Name believes in Mach
The sense of urgency is reflected in prominent figures who support Mach. Above all, there is François Paul Journey. Born in 1957 in the city of Marseille in the southern France, Journe once held restoration workshops there. And, as many watchmakers tell you, restoration is the best education. You can see why he and his brand support the initiative that teaches watchmaking in the broadest sense. “FP Journe is proud to support the Mach Project, and Geneva deserves a place to celebrate its watch heritage.
Maximilian Büsser
MB&F HM11 Architect
Maximilian Büsser, founder and CEO of MB&F, is also on Mach. He said of the initiative: “Its history and amazing watchmaking today are one of the great assets of our city. New generations don’t want to see old objects or read historical texts. They need a place to gather, share, and learn.
Philippe Dufou
Works by Philip Dufou
“The goal is ambitious, but it’s necessary.”
Philippe Dufour, a clock journey that began at the age of 15 at Ecole D’Horlogerie de la Valléede Joux, now teaches others and preserves artisan techniques. The renowned watchmaker and president of the Holopedia Foundation said: “The goal is ambitious, but for horology practitioners who have decided to maintain and defend their expertise from several centuries ago, and for the wider public who can grasp the complexities behind objects that are seen as eccentric yet deeply meaningful and practically rich,” he said.
Mark Andre Dessieux
Mach founder Mark Andre Deschucks concluded: “Watchmaking is a grand demonstration of human ingenuity, a valuable testimony to our origins, a bridge between the past and the future. Modern watchmaking must all be done to ensure that modern watchmaking remains a shared culture, in order to be appreciated by as many people as possible, because of the richness of the artist, its value is abundant.
MB&F EVO Collection
Living space
Mach becomes a living, enduring space to showcase the legacy of clocks, convey know-how and raise awareness. The so-called visitor’s journey includes a useful introduction to the basic mechanical principles of the watch movement. Within the building, dedicated spaces highlight specific techniques and complications. There is also room for philosophical reflection of the impact of timekeeping on society, discussing Geneva’s history and global watchmaking from the 15th century to today, and thinking about future challenges.
Mach has six important purposes. Works by Muséed’Artet d’Histoire in Geneva (MAH), other museums and private collections highlight the full breadth of the watch’s heritage. Another interesting goal is the desire to stimulate the profession among the younger generations. The foundation also wants to enhance Geneva’s cultural offerings for residents and tourists.
The lively venue complements existing institutions and is open six days a week. You can expect an exhibition from the Museum in Geneva. Other Swiss museums, similar treasures, public and private, and recipients of the Grand Prix D’Horlogerie de Genève (GPHG) are also treasured.
Last year, Aiguille d’or – Top GPHG Award – was awarded to the IWC Portugiser Eternal Calendar
Funding Mach
If the funding process unfolds as planned, Mach will be open to the public in 2026. We promise to provide an immersive scene and educational hub. Equipping interactive screens and models, soundscapes, macro videos, objects, tools, machines and live workstations costs money. The initial investment is approximately 4 million channels (4.27 million euros/USD 5 million), and Mach’s annual operating budget is estimated to be approximately 3 million (3.2 million euros/USD 3.75 million). To pursue its mission, the foundation relies primarily on institutional, public and private donors, charities, patrons, and individual support. The organization currently has 60% of its budget.
For anyone interested in visiting Mach and becoming a donor to fund the last 40% needed to open it, there are three levels of support. For example, you can become a part of Friends of Horopedia. This is a form of one-time support, with a minimum contribution of CHF 50 (students pay CHF 20). Paying a minimum of 1,000 chf per year will result in the Holopedian circle. Being a parent of time costs at least 5,000 times more and requires a multi-year commitment.
What do you think about Mach? Are you interested in visiting educational places that promote watchmaking as a historical and cultural activity rather than primarily commercial activities? Do you want to make a pilgrimage to Mach, the heart of Swiss watchmaking universe? Also, do you think about contributing to it? Let us know in the comments section.
