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Historically, the watch is one of the most durable objects designed by man. Conceived to stand the test of time, and even be passed down through generations, it inherently opposes the planned obsolescence that afflicts consumer electronics. However, the watchmaking industry is not exempt from criticism regarding its environmental impact. The extraction of precious metals, the mining of gemstones, the tanning of leathers, and globalised supply chains weigh heavily on a timepiece's carbon footprint.

In a world where everything is accelerating, where our days are dictated by the frantic scroll of notifications and the urgency of the minute, true elegance often lies in simplicity. Taking the time to appreciate the present moment has become a rare luxury. It is from this profound realisation that the horological vision of Gustave & Cie was born, a French brand that has made the bold choice of refined minimalism.

The history of literature is replete with authors fascinated by the exploration of unknown lands or distant spaces. However, few have managed to capture the very essence of time with as much virtuosity as Jules Verne. At the dawn of the Industrial Revolution, as the world accelerated to the rhythm of steam trains and telegraphs, this French writer made time the guiding thread of his anticipatory tales. More than a simple novelist, Jules Verne established himself as a true watchmaker of the imagination. He arranged his plots with the meticulousness and precision of a perfectly assembled mechanical movement.

We live in a paradoxical era where time, despite being our most precious resource, constantly seems to slip away from us. In the frenzy of our overloaded schedules and under the constant weight of notifications, our days often turn into a succession of automated tasks. This is where the art of living takes on its full meaning. To counter this headlong rush, there is a solution as elegant as it is effective: create daily rituals.

For decades, the watchmaking industry relied on traditional codes, cultivating mystery, exclusivity, and long-term perspectives. The hushed windows of physical boutiques, international fairs closed to the general public, and the glossy pages of specialised magazines represented the only true points of contact between brands and enthusiasts. However, in recent years, and with a clear acceleration since the 2020s, a major upheaval has redefined this landscape: the advent and omnipotence of the digital realm. Today, analysing and understanding the influence of social media in the world of watchmaking has become absolutely essential for anyone interested in the evolution of this fascinating sector.

Since the dawn of time, man has looked to the heavens to understand his environment and measure the passage of time. Long before the invention of mechanical timepieces, the observation of the stars dictated the rhythm of daily life. Among these celestial landmarks, the lunar cycle holds a prominent place.

How often do you catch yourself chasing after the hours, juggling overloaded schedules and endless notifications? In our contemporary society, speed has long been elevated to an absolute virtue. We have invented technologies to save precious minutes, secretly hoping to free up space for what truly matters. Yet, the observation is clear: the more we try to save time, the more it seems to slip away from us.

Paris is a city of movement, a bustling capital where the daily grind seems to dictate the rhythm of life. Yet, true Parisian luxury does not lie in the frantic race from one neighbourhood to another, but rather in the art of the pause. Sitting at a bistro or coffee shop table, ordering a hot drink, and watching life go by is a tradition deeply anchored in the city's DNA.

A watch is much more than a mere time-measuring instrument. It is the anchor of a silhouette, the reflection of a personality, and often the only true piece of jewellery a man allows himself to wear. Yet, owning a beautiful timepiece is not enough: one must also know how to showcase it.

For nearly two decades, the watch industry seemed to obey a tacit aesthetic rule: to assert its presence, a watch had to be imposing. The 2000s and 2010s were thus dominated by massive cases, easily exceeding 42 or even 45 millimetres in diameter. Yet, for the past few seasons, a breath of freshness and restraint has been blowing through international watch fairs. The return of small diameters is no longer a mere tremor; it is a groundswell that is redefining the standards of elegance on the wrist.