An INSIGHT Perspective on Independent Watchmaking
A conversation with Marine Lemonnier-Brennan, founder of the Geneva-based communications agency 289 Consulting
Title: Marine Lemonnier-Brennan, founder of 289 Consulting
Few segments of today’s watch industry are evolving as dynamically as the world of independent watchmaking. With creative freedom, technical experimentation, and strong individual brand identities, a new generation of watchmakers and manufacturers is shaping the contemporary landscape of Haute Horlogerie.
At the heart of this ecosystem is Marine Lemonnier-Brennan, founder of the Geneva-based communications agency 289 Consulting. Through her work with a carefully curated portfolio of brands, she has become a key liaison between independent watchmakers, international media, and the global collector community.
In this conversation with INSIGHT LUXURY, Marine shares her perspective on the growing importance of independent watchmaking, the evolving expectations of collectors, and the role that events such as Geneva’s spring watch week play in shaping the future of the industry.
Insight Luxury: The landscape of contemporary haute horlogerie has become increasingly diverse, with independent watchmakers gaining remarkable visibility over the past decade. From your perspective, what fundamentally distinguishes today’s leading independent watchmakers from the traditional structures of the watch industry?
Marine Lemonnier-Brennan:
At its core, it is a matter of creativity and agility.
Independent watchmaking is often driven by small, highly focused teams—sometimes just a handful of people—who share a strong desire to create something unique. This type of structure allows for faster decision-making, but more importantly, it creates the conditions for ideas to emerge and be carried through without compromise or external considerations. Whether positioned at the very high end or at a more accessible level, the underlying approach is often the same: to give full expression to a singular creative vision and to bring to life watches that feel genuinely different.
Ultimately, what sets them apart is their ability to propose alternatives—not in opposition to larger companies, but as complementary expressions of what watchmaking can be today.
IL: Over the past decade, the market for highly creative independent watchmaking has matured significantly. Do you see this as a lasting structural shift within the industry, or rather as a cyclical phase driven by collector enthusiasm?
Marine Lemonnier-Brennan:
It has elements of both, but the underlying shift feels structural. What has changed is the level of understanding among collectors. Ten or fifteen years ago, independent watchmaking was often viewed as something experimental. Today, many buyers and enthusiasts have developed a much deeper appreciation for movement architecture, finishing, and the people behind the watches.
This creates a more informed demand, which is less likely to disappear with a shift in market sentiment. Of course, there will always be cycles—periods of heightened enthusiasm followed by periods of consolidation—but the foundation is now much stronger. Independent watchmaking is no longer a niche segment. It has become an integral part of the broader horological landscape.
IL: Many of the brands you work with combine traditional craftsmanship with a distinctly contemporary vision. How do you see the relationship between heritage and innovation evolving in modern independent watchmaking?
Marine Lemonnier-Brennan:
The relationship has become more nuanced. Heritage is no longer something that is simply preserved or referenced; it is something that is actively reinterpreted. Many independent watchmakers draw inspiration from classical watchmaking—in terms of finishing techniques, construction principles, or complications—but they approach it with a contemporary sensibility. This might involve rethinking proportions, introducing new designs and materials, or exploring different ways of displaying time.
The most compelling projects today are those in which you can clearly sense both a deep respect for the past and a willingness to push the medium forward.
IL: Looking ahead, what qualities will define the next generation of successful independent watch brands: technical innovation, a strong design identity, rarity, or perhaps an entirely new set of values?
Marine Lemonnier-Brennan:
Those elements remain important, but on their own they are no longer enough. What will matter more and more is coherence—a brand’s ability to articulate a clear point of view and express it consistently across design, functionality, distribution channels, and communication.
Collectors are becoming more discerning. They are not only looking for technical performance or rarity, but for meaning. Why does this watch exist? What does it contribute? There is also a growing sensitivity to integrity—in how things are made, and in the honesty of the narrative. So rather than a single defining quality, it is the alignment of several dimensions that shapes the next generation of brands.
IL: Since founding 289 Consulting, you have built a network that connects independent brands with collectors, journalists, and institutions around the world. How important has this kind of ecosystem become for smaller fashion houses in gaining international visibility today?
Marine Lemonnier-Brennan:
Our ecosystem allows ideas and objects to circulate in a more organic way. It creates context. A watch is not presented in isolation, but within a broader conversation that involves collectors, journalists, curators, and other creators. For smaller brands, this can be the difference between remaining obscure and becoming part of a global dialogue. It is not just about exposure; it is about positioning and understanding.
Independent watchmakers rarely have the internal resources to reach all markets, all media, and all audiences directly. Today, visibility depends on a network—not only of distribution channels, but also of relationships with the entire ecosystem.
IL: During the upcoming Geneva Watch Week, 289 Consulting will bring together a remarkable ecosystem of brands, collectors, and international media across several venues in the city. How important has this event become for the independent watchmaking community?
Marine Lemonnier-Brennan:
We work in an industry that is deeply rooted in humanity, and as mentioned earlier, it is becoming increasingly important to understand who is behind a watch, what their intentions are, and what they are trying to convey. This human dimension is truly what drives the independent watchmaking ecosystem.
During that week, Geneva becomes a shared platform where encounters happen more naturally. It facilitates direct conversations between brands, clients, retailers, collectors, and journalists—not just about products, but about people, ideas, and intentions. For independent designers, this context is invaluable. It creates a space where their work can be understood on a deeper level, beyond mere presentation.
IL: Many collectors and journalists describe Geneva’s spring watch week as an open and dynamic platform for discovery. Do you think these more decentralized formats represent the future of how the watch industry will present itself—or could we eventually see a return to larger, centralized trade shows?
Marine Lemonnier-Brennan:
What I have observed quite clearly over the past three to four years is the emergence of a multitude of more local, decentralized events that bring brands closer to their audiences. One of the early pioneers of this format was Dubai Watch Week, where the presence of end customers was already very thoughtfully curated and integrated into the experience.
Today, across all segments—from high-end independents to more accessible brands—we see similar initiatives in major cities around the world. These events bring together brands, collectors, the press, and content creators in a much more direct and engaging way. It is genuinely encouraging to see how these encounters allow people to experience watchmaking in a more personal and inspiring way. That said, larger, centralized trade shows still play an important role. What is emerging is not a replacement, but a broader ecosystem of formats that enrich how the industry connects and communicates.
Learn more at: https://289consulting.com/
