Since its founding in 2004, Greubel Forsey has built a reputation as one of the world’s most uncompromising and innovative independent watch manufacturers. Known for pushing the boundaries of the high era, the brand has redefined a consistently redefined movement architecture, manual finishing and mechanical ingenuity. Through its groundbreaking trending tour billon, the craftsmanship of an unparalleled handmade series, or a bold, modern convex collection, Greubel Forsey was not a brand that followed the trends.
In 2025, Grubelforsie continues to evolve. Under CEO Michel Nydegger’s new leadership, the brand has introduced a new focus on the cutting edge mechanical advancement blend and the artistry of traditional watchmaking. Recent launches like the Nano Foudroyante EWT and the Hand Made 2 suggest a return to the brand’s signature craftsmanship roots. At the same time, GF continues to commit to attracting new collectors with more modern products.
As Michelle had time to settle in his role as CEO, I spent a bit of time sitting with him to discuss the future of the brand, its impact in the direction of GF, and what we can expect to be enthusiastic in the coming years.
Balanced act: Tradition fulfills modernity
One of the most interesting developments at Greubel Forsey was the emergence of works that return to classic watchmaking, such as the Nano Foudroyante EWT and two-handed pieces. But Michelle sees it completely differently.
“We see it as a more natural balance, not a shift,” he explained. “The Convex Collection allows us to explore more modern expressions. It was our chance to stretch our creative muscles. At the same time, creations like the hand reconnect us with the roots of watchmaking, and the Nano Food Loyante EWT may believe we will become the future.
In other words, both traditional and contemporary aesthetics lie at the heart of Greubel Forsey DNA. It’s not either or proposition – it’s a dialogue between two different but overlapping approaches to making a clock.
Connecting with the next generation
At the end of 2023, Greubel Forsey made headlines with the launch of Balancier 3, a sportier, more dynamic work aimed at new collectors. It marked a strategic move to expand the brand’s reach, and according to Michelle it paid off.
“Balanceier 3 was invited by people who may have been praised from afar, but who weren’t ready to make that leap and start the Greubel Forsie collection,” he said. “It proved that we can speak in a more dynamic tone and remain true to ourselves.”
This wasn’t just about design. It was also about accessibility, at least in a rare world run by Grubel Forcy. With a more modern aesthetic, “that” integrated strap, and a slightly lower price range compared to its siblings, the Balancier 3 served as a gateway to the GF universe. And in doing so, it challenged some long-standing assumptions about who the Greubel Forsie Collector was. Still, Michelle quickly made it clear that targeting younger buyers is not about age demographics.
“For me, it’s not about age, it’s not about connections. The most rewarding experience is when you meet people who really feel something when they see and wear the Greubel Forsey Timepiece.
This refreshing idea resonates beyond classic marketing strategies. In an age where many collectors are driven by hype and resale values, Greubel Forsy bets on emotional connections and the idea that the art of a true watch speaks itself even in a still-crowded landscape. Whether through complexity, creativity, or craft, GF aims to attract the kind of collectors who want more than a logo on their wrist.
Assessing stewardship for change
Having taken over the reins from Antonio Calce, Michel has stepped into a brand that has already navigated strategic evolution by streamlining production, adopting integrated straps and expanding sporty products. So where did he leave his mark?
“Our main focus was to ensure we remain true to the original vision set by Robert Greubel and Stephen Forsey. That vision – radical innovation, complete craft integrity, zero compromise – still guides everything we do.”
Rather than overhauling, his approach is more about improving internal processes, enhancing communication and ensuring overall team alignment. What’s the roadmap?
“I don’t think we’re going to rewrite the roadmap. It was built with attention and vision, long before we arrived,” added Michelle. “My role is to keep it together with the team and not lose sight of it. Every day, I’m trying to maintain the course, keep things successful, and help the team move forward clearly.”
Renovation behind the curtain
Innovation has long been synonymous with Greubel Forsey, but that doesn’t change anytime soon. In fact, the brand’s latest announcement, Nano Foudroyante, is the result of over 10 years of research and development. It is also part of the brand’s Experimental Watch Technology (EWT) platform, an R&D lab that has been running quietly since 2006.
“It’s our space to test boundaries without having to suck on the head. Some ideas make it in future watches, while others may stay in the lab forever. That’s fine.
The EWT platform is a melting pot of ideas where technical boldness is completely satisfying creative freedom. From the concept of new escapements to hyper-system miniatured complications, what begins with EWT often redefines the limits of what is possible in mechanical watchmaking. Teams are free to keep their inspiration free, as they do not put pressure on them to commercialize all their ideas. And sometimes, doing so results like nano food loyante. This is a concept that takes more than a decade to mature, but arrives as something the world of watches has never seen before.
Living Craft
For all technical magic, Greubel Forsey is probably the most respected for its finish. In an industry chasing efficiency, it is fascinating to ask whether the latest tools and methods can be rethinked to finish.
“The finish is sacred, but it’s not stuck in time. It has to remain human – it’s unnegotiable. But there’s still a lot of room to play in it. We’re not trying to replace the past. We just want to add new dimensions to it. It’s a bit like jazz – rooted in tradition, but always open to improvisation.”
Certainly, it is not just the level of finish that sets Greubel Forsey apart, but the philosophy behind it. Techniques like black polishing, sharp interior angles, mirror-like matteness, and more are more than just an aesthetic choice. Rather, they are also statements of intent. They say shortcuts are unacceptable. But equally convincing is the brand’s openness to expand the definition of manual finishing. With new materials, coatings, and techniques appearing, GF explores how hands evolve with them without losing their soul. It’s not going to replace the past. It is about stacking innovations over heritage, one surface at a time.
I look forward to the next Greubel Forsey
So, what can collectors expect from Greubel Forsie in 2025? While Michelle is careful not to reveal it too quickly, it is clear that more is coming from both the experimental watch technology platform and the brand’s broader vision of pushing the boundaries of watches. The team has spent years developing ideas that have yet to be revealed, but the foundations laid with Nano Foudroyante are a look at it.
“We’re not driven by the first or the loudest things,” says Michelle. “It’s about creating something that really surprises people. It’s something that feels impossible until it becomes a reality. Let’s say 2025 is worth a closer look.”
If the past is any indication, he is not bluffing. In other words, 2025 will not only bring more watches. And once again, the watch community said, “How did you do that?”
