Watch historians have always admired Angelus, one of the pioneers of early chronograph wristwatches in the first half of the 19th century. Its high end tourbillon watches that have been made since the company relaunched in 2015 are also winning fans among the collectors’ community.
The brand’s new president Bertrand Savary, who took over the business along with stablemate Arnold & Sons (both ultimately owned by Citizen Watch Company) in April, is looking to broaden the customer base for Angelus, and recruit a committed network of retail partners in the United States.
Angelus is currently on sale with Cellini Jewelers in New York, Exquisite Timepieces in Naples, Fl, Provident Jewelry in Jupiter, Fl, EsperLuxe in Norwood, MA, Provident Jewelry in Palm Beach, Fl, and Swiss Fine Timing in Highland Park, Il.
Mr Savary does not want to over-distribute the brand and is looking to grow the network to around 10 in the United States. “We need passionate retailers that understand how to develop niche brands,” he says.
It will also be important that retail partners have enough stock of a brand that is building towards production capacity of around 1,000 watches per year.
Angelus’s current range of $40,000 high end tourbillon watches will become the top of the line next year when the company introduces an all new family of chronographs and three-handers with prices starting at around $8,000, all using advanced materials and housing in house movements.
This year’s pandemic has created the time for Mr Savary to push forward with those plans, and says the new family of watches will be in production before the end of this year, ready to go on sale early in 2021.