DuBois et fils – functional packaging
Since Thomas Steinemann revived the historical brand of DuBois et fils in 2010, he has strived to supply the company’s products in functional packaging. Now, the Maison unveils its latest initiative in this regard with a 100% Swiss solution.
A spirit of innovation
DuBois et fils was founded in 1785 and continued trading until the 1950s when it ceased operations. In 2010, watch industry veteran, Thomas Steinemann acquired the assets of the company and revived the historic brand. Steinemann raised capital in 2012 using crowdfunding, an unusual and innovative approach at the time that has since become commonplace. Interestingly, some of the original investors have since increased their equity, clearly optimistic about the brand’s future.
Over the years, the company has grown and its product portfolio has expanded, but one characteristic of this firm that has never changed is its spirit of innovation. For example, DuBois et fils recently sold timepieces equipped with vintage movements, an unusual approach in an industry so heavily focussed on making new calibres.
Noting the public’s fascination for watches equipped with vintage movements, the firm ‘tokenised’ 330 historical calibre AS-1895 movements. Holders of tokens, each representing a physical movement, were subsequently invited to have their movement fitted within a limited-edition watch. The notion of ‘blue-sky’ thinking is clearly alive and well at the brand’s HQ. Such was the popularity of the initial tokenisation, the firm has since repeated the scheme.
An innovative approach to watch packaging
One of the topics close to Steinemann’s heart is product packaging. From the first time we met, he voiced his irritation that expensive packaging, used by most watch brands, spent most of its time abandoned and forgotten, accumulating dust in the back of a storage cupboard.
Under Steinemann’s reign, DuBois et fils has packaged its watches in a variety of items such as leather travel companions and Italian cowhide shoulder bags. Both of these examples prove highly useful when venturing overseas. Indeed, they accommodate passports, flight tickets and other globetrotting paraphernalia.
Now, DuBois et fils has unveiled its latest packaging, a leather case for its recently launched DBF007 model. Again, the Maison has produced a case that has special compartments for business cards, passports and various other documents. So far, so DBF. However, Steinemann has taken the notion of packaging to another level.
Noting that many of his compatriots hunt game, such as deer, chamois and roebuck for meat, he discovered that many of the pelts were discarded. Sometimes, the animals caught their skin on rocks or branches and, as such, were considered unsuitable for making leather goods. Steinemann took the decision to use the discarded skins and recycle them in order to make new leather watch cases. Once the leather has been tanned, any surface blemishes are accepted as part of the leather’s character, thereby bestowing a charming individuality to each case.
The Graber tannery in Emmental processes the raw hides. In the first instance, the animal pelts are depilated (the hair is removed) and then washed in preparation for tanning. The Zeller tannery in Steffisburg is responsible for the tanning process. It places the leather in special barrels containing vegetable tanning agent. The leather is subsequently greased and softened.
Finally, the cases are made in the Rehovot leather workshops located in the middle of Klein Basel. The workshops are part of an employment initiative recognised by the Federal Office for Migration, designed to support people seeking asylum from various regions around the globe. Cutting, sewing and mending all take place in this workshop.
Proudly Swiss
Since 2010, Steinemann has strived to make DuBois et fils watches as Swiss as possible. It hasn’t always been easy as some components such as certain case materials are not readily available domestically. Nevertheless, a significant proportion of each DuBois et fils originates from the brand’s home nation.
Designed in Switzerland, assembled in Switzerland and made with many Swiss components, the brand’s objective is clear. Now, the watches are even packaged in natural Swiss materials that have been processed in various parts of the landlocked nation. Indeed, with its functional and innovative packaging, DuBois et fils has increased its Swissness even further.
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