Swiss Precision With A Family Touch: Marking The Hours With Marc Schluep, Co-CEO Of Titoni Watches

In the competitive landscape of luxury watchmaking, family-owned businesses stand as bastions of tradition, craftsmanship, and continuity. Titoni, a Swiss watch manufacturer with over a century of heritage, exemplifies this ethos. As part of the fourth generation of leadership, Co-CEO Marc Schluep recently shared insights about the brand's journey, philosophy, and future direction. This interview explores how Titoni balances its rich heritage with modern innovations while maintaining its independence in an industry increasingly dominated by conglomerates.

A Family Legacy Continues
When asked about what makes Titoni special, Schluep emphasizes the distinctive nature of family business succession. "I think it's quite special because if you have a change of CEO in a company, this means you have a hard cut of some decisions, of team structure, of strategic opinions," he explains. "For us as a family company, when my brother Oliver and I joined, we were very close with our father, who was still the CEO back then. Slowly we started to take over, and even now since 2022, we are officially in charge, but our father still visits the office regularly."

This gradual transition allows for continuity rather than disruption. "It's not a shortcut, but something where many opinions and views adjust slowly over time," Schluep says. "This is something special as a family company—it evolves continuously over time." For Schluep, leading Titoni is deeply personal: "This is part of us, part of our personality, part of our identity. The company sometimes feels like a big brother to me because many values my parents or maybe my grandfather already put into the company were also put into raising me."

While Titoni has established itself with classical timepieces, recent years have seen the brand expand its portfolio to include more contemporary, sporty designs. "Starting with the Seascoper, it was a big help for us to get good attention in different markets," Schluep notes. "It's a bit more sporty, a bit younger, a bit bolder compared to the very classical watches we have."

This strategic evolution addresses changing consumer preferences while maintaining the brand's identity. "We think this is an important addition to our assortment, especially to attract younger generations, newer consumers, and different tastes," he adds.
The brand's dual product strategy aims to preserve its traditional offerings while embracing innovation. Recent introductions include the Carbon Tech, Ceram Tech, and Air Master Pilot watches, which showcase the brand's technical capabilities while maintaining Titoni's commitment to quality and value.

Unlike many luxury watch brands that continuously escalate prices, Titoni has positioned itself in the accessible luxury segment. "It's our strategy to have really high-quality Swiss-made watches for an affordable price," Schluep explains. "Of course, we have to balance because making classical simple watches is sometimes easier than creating watches with special features." The company's newer models with manufacturing movements and advanced features necessitate higher price points, but Schluep emphasizes that even these remain accessible. "It's our goal to have a super good price-value ratio, highest quality standards, but for a price that is still affordable," he says.

This approach reflects an understanding of their market position and customer expectations. "We cannot ask all of a sudden for triple the price for a different watch," Schluep acknowledges. "We need to evolve over time, step by step, together with the consumers."

Titoni's market presence varies significantly across regions, with particularly strong roots in Asia. "We have a big past in Chinese markets, we've been there for like 70 years," Schluep notes. "If you would have asked maybe 20 years ago in China to name three watch brands, they probably mentioned Rolex, and within the first three was Titoni."

This established presence creates different challenges across markets. "In China, we have a very strong market position, and there we need to fight when other brands are coming in to keep our position," he explains. "Same counts for Hong Kong and Taiwan where we have a very good network. Whereas in other markets, it's more about building up."

When asked about Titoni's target audience, Schluep resists narrow demographic categorization. "It's for everyone," he states. "Normally our customer starts from 30 years old, and to the upper limit, there is not really a limit. Of course, we see that sporty watches tend to attract younger people with a more modern way, but many people have different tastes."

The brand's appeal spans those who appreciate mechanical Swiss watches, quality craftsmanship, and the values inherent in a family company. "It's really for a broader audience which values the mechanical Swiss watch, the quality, and of course also the family company heritage," Schluep emphasizes.

Titoni has expanded its offerings to address various customer segments. The Mademoiselle collection targets women who appreciate Swiss watchmaking, addressing what Schluep sees as an industry imbalance. "Often the watch industry is quite dominated by men and men's watches, so ladies get forgotten," he notes. "This is a bit of a pity because there are many female customers who appreciate Swiss-made watches."

The brand's sizing strategy also complements emerging trends. "Because we have a strong foot in the Asian market, our watches tend to be a bit smaller than other brands," Schluep explains. This positions Titoni favorably as some male consumers trend toward smaller case sizes.

On sustainability, Schluep emphasizes the inherent sustainability of quality mechanical watches: "The watch industry is still made to last. Our goal is to make timeless watches which, if you buy today, you still like to wear in five or ten years." This approach contrasts with industries built on rapid consumption and obsolescence. The company also supports specific initiatives such as watch straps made from ocean plastic and focuses on responsible resource management.

As for technological trends like smartwatches, Schluep remains committed to Titoni's traditional approach. "We will stick to the classical timepieces," he states firmly. "Firstly, as a family company, our resources are limited. Secondly, smartwatch development is a completely different field where we have absolutely no knowledge, and there are big players which do a very good job."

Looking Toward India
With Swiss watch exports to some markets decreasing, Titoni, like many brands, sees potential in emerging markets such as India. "India is a big potential market," Schluep observes. "There have been many advancements and positive developments over the past decade."

As a family company with a century of existence, Titoni aims to bring its unique values to this growing market. In an industry increasingly dominated by conglomerates, Titoni's continued independence and family leadership offer a distinctive proposition for watch enthusiasts seeking craftsmanship with heritage.