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| Bedat & Co. |
Still so new and yet covered with a patina usually reserved for traditional names matured over centuries. But behind the young brand Bedat & Co. looms a large amount of know-how and the strength of two generations: Simone Bedat and her son
Christian are a dream team such as few others in the industry are.
With half a century of experience in the development and sale of watches in all price classes, Simone Bedat was a great help to her son in channeling his high-flying ideas and model designs. The quality of the watches and all of their parts were always the main concept, but it quickly became clear to both that in order to underscore the watches' high degree of excellence, it was necessary to create an out-ofthe-ordinary shape and a few stylistic eyecatchers.
For their young brand, Christian and Simone Bedat went out of their way not to make copies of great watches but to choose a new plan instead: Everything but round. The myriad of shapes reaches from a domed rectangle to tonneaus with and without retracted flanks to completely rotating rectangular cases. The model families are numbered serially, such as NO.3 (tonneau-shaped women's watches), No. 33 (rotating cases), No.7 (domed rectangular shape for men and women), and No. 88 (the
stylish reproduction of a carriage clock with alarm function).
Bedat & Co. has even invented its own new quality label, the A.O.S.c. (Appelation d'Origine Suisse Certifle), in order to guarantee the Swiss origins of all of the components and production in Switzerland. The certificate is an important part of Bedat's international guarantee.
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At first the watches by Bedat & Co. were sold solely in the U.S.A., and here only in eleven strategically chosen retail locations. The success was enormous, in part due to the solid advertising campaign and in part due to the very extroverted timepieces. In December of the year 2000, Bedat & Co. formed an alliance with the Gucci Group (GG Luxury Goods), who purchased 85 percent of the capital, making a comprehensive introduction to the European core markets possible.
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