Founded in 2015 by industrial designer Armand Billard, Sartory-Billard is a watch brand that has carved a unique niche in the world of horology with its deep focus on personalization and co-creation. Billard, a self-taught watchmaker, embarked on this journey with the vision of crafting timepieces that are not mere products but reflections of their owner's history and personality. The brand's philosophy, "Form follows intent," underscores this mission, prioritizing the initial spark of an idea—be it a material, a story, or a question—over fleeting fashion trends or rigid conventions. This approach ensures that every watch is a distinct creation, born from a collaborative dialogue between the maker and the collector.
The journey of creating a Sartory-Billard watch is as unique as the timepiece itself. Clients are intimately involved in the design process, making them true co-creators. From selecting materials and colors to adding personal engravings on the case back, the brand offers a vast landscape for customization, allowing the client's imagination to take the lead. This bespoke process, which typically takes between six and nine months, transforms the act of acquiring a watch into a meaningful and patient journey. With a limited production of only a few hundred watches per year, the small team is able to maintain a close and personal relationship with each customer, ensuring that every detail aligns with their vision.
From its first model, the SB01—initially a personal project for Billard—the brand has continuously evolved. The subsequent SB02 introduced user-changeable bezels and straps, further empowering owners to personalize their watches. With the introduction of the SB03, and later the refined SB04 and SB05 models, Sartory-Billard has solidified its reputation for hand-craftsmanship and innovative design. This commitment to quality and individuality has not gone unnoticed, earning the brand recognition from watch enthusiasts and nominations at the prestigious Grand Prix de l'Horlogerie de Genève (GPHG). Through its independent status and dedication to artistry, Sartory-Billard continues to create exceptional timepieces that stand apart in an increasingly industrialized market.