Bedat and Co: designing timeless watches

Time is truly the essence for Simone Bedat, who has spent her entire working life in the world of Swiss watches.

As the president and co-founder of Bedat and Co - an up market Swiss watch brand - Bedat has spent more than 50 years ensuring that her watch businesses are ticking over.

After starting work at a Geneva-based watch company at 15, and progressing on to other groups, Bedat then moved on to work with Raymond Weil.

"Together we started Raymond Weil from nothing - I spent a very long period of time there," said Bedat in a heavy French accent.

But in 1996, Bedat decided it was time to move on. She went into business with her only son, Christian, and together they master-minded Bedat and Co.

"We decided to make our own brand of watches because it is our field - there is nothing else we know.

"During the first few weeks and months Christian was really thinking of which kind of product we could do.

"He decided to do elegant watches - to do some designs which are to be timeless."

Wanting to launch a brand of watches in the same league as Rolex and Cartier is not an easy mission - but it is something that Badet has achieved.

"That is the position that we wanted to give to our product and in many ways we have achieved this."

Bedat and Co watches, which are represented in the UAE by the Al Futtaim Group, range in price from $2,500 to $15,000. "When we started this on October 8, 1996, it was nothing except a strong will to build something."

The Swiss-based group originally ventured to the U.S. to conquer the "difficult market" there. By 1998, the group had more than 10 shops surrounded by the most prestigious retailers in the U.S.

"By 2002 we have 120 points of sale in the U.S. - and in 1999 we established our own office in San Francisco."

Since 1997, Badet and Co have been selling watches in the UAE - it has an exclusive showroom in Abu Dhabi. Sales are going well in the region, which represents about 5 per cent of the group's worldwide sales.

"We have experienced 10 to 15 per cent growth year on year in the UAE and the rest of the Gulf."

Last year, Bedat and Co. sold an 85 per cent share - for an undisclosed amount - to the powerful Gucci group.

"Since then we have started to open different markets like France, Spain, Germany, Austria, Japan and Hong Kong."

Sitting back with her stylish Gucci sunglasses, Badet maintains that the Gucci group holds no control over the designs.

"There is no link except that we are part of the Gucci group. We have the facilities of Gucci and the back offices are taking care of us. But we have full control of our models."

Currently the group is producing about 10,000 watches a year. "We came from nothing in 1997 and by 2002 we have achieved this," said Badet as she waves her arms around her.

And while some big brands have lately moved into producing "more affordable" styles - Badet maintains that her group has no plans to do this. "We will never go lower."

Since 1975, Badet has been travelling to Dubai - it is a city that she acknowledges has changed a lot. But some things never change - such as the fake watch market.

"Fake watches have been a problem for as long as I can remember - it is not easy to fight." After a whirlwind tour of the Middle East, Badet is looking forward to getting back to Switzerland and seeing her grandchildren.