In 2002, David Zanetta, an Italian collector and trader of art and vintage watches, and Denis Flageollet, a French watchmaker from the fourth generation, collaborated to start De Bethune,  in a tiny village of L’Auberson, which is nestled in the Jura Mountains.

It was appropriate, since it reflected the pair’s appreciation for the tradition of classical watchmaking and the spirit of innovation that inspired the company’s namesake. From the beginning, Zanetta and Flageollet knew that they needed to create something more than simply another watch brand; they needed to create a manufacturer.

Those familiar with modern De Bethune are often surprised to learn of the brand’s relatively conventional beginnings, given its reputation for designs distinguished by a characteristic futuristic boldness and its continual exploration with materials and the science of timekeeping.