Fiona Krüger X BBC News

It is with the strongest excitement that our brand partner, Fiona Krüger, has been featured in BBC News. She exposes her difficulties but also her strengths as a Scottish woman in a world of Swiss watchmakers. With the purest honesty, she shares her experience with the audience.

About Fiona

“When Design student Fiona Krüger first knocked on the door of Swiss watchmakers six years ago, few were willing to give her the time of day.

After all, the Scot didn’t tick the right boxes in the conservative world of Haute Horlogerie.

For a start, she was 20-something, not Swiss and had no experience in watchmaking.

And she had a design concept which raised more than a few eyebrows at the time – skull-shaped timepieces.”

The article follows on the success Fiona has gained and how legitimate she is. As stated, she had no name in the industry and a brand new concept. Yet, it is undoubtedly that Fiona deserves this eulogistic portrait.

My journey into watchmaking began as a complete fluke.

About Fiona’s Choices


“[Fiona] was studying a master’s degree in design for the luxury industry in Switzerland when a course visit to the Patek Philippe museum in Geneva changed everything.”

She explains her astonishment when she discovered the world of watches. “For me, it was like walking into Willie Wonka’s chocolate factory. […] The museum had a historical collection which had a myriad of pieces in all sorts of different designs. Some were shaped like angels and others shaped like a guitar and it made me realise that a watch didn’t have to be round and flat – it could literally be whatever you could imagine.”


About Fiona’s Success Story Against All Odds

Obviously, she had her doubt when starting to develop the concept.

When I was starting out, I thought: there are billions of watches on the market and you don’t actually need another one.

“Particularly today, with technology, a mechanical timepiece isn’t a necessity anymore – it’s something people buy because they fall in love with it or they have an emotional reaction to it. So for me, the whole idea of time and mortality – the memento mori idea – was relevant today for a mechanical timepiece.”

“Fiona maintains that her lack of experience in making watches has been anything but a hindrance.” We very much agree that the need for fresh and artistic minds is what makes independent what they are; innovative, stylish and daring.

“I don’t think like a watchmaker would,” […] “I think more of a painting, or of building up a pattern, and I think of the whole piece.”

She adds “I come up with the creative bit and then there’s pushback on what’s possible technically – and that tension is what makes pieces interesting.”

However, at first, finding a watchmaker willing to work with her was a challenge. “I am sure that all of the suppliers I went to see initially thought I was completely nuts because I didn’t fit the typical mould of somebody from the watchmaking sector.”

Furthermore, “It is a very male-dominated industry. A lot of the company founders and CEOs are all older men”.

She adds, “I think there was also the fact that I was a young woman who was doing something that was completely different”. “But after pushing through that and having several meetings, they could see that I had done my homework and that I understood what I wanted and what was possible technically.”


About Fiona’s Future

Fiona is now preparing her next collection. According to the interviewer, she is keeping the secret very precociously. “It will have its own concept, its own theme, and a completely new design – it has got nothing to do with skulls or mortality or anything like that.”

We are looking forward to the brand new collection, Fiona. We trust it will be a groundbreaking and exquisite blast.

Black Skull Picture from Watchinista

Two Skulls Picture A Blog To Watch

Find the full article here