De Bethune Enters a New Chapter as Pierre Jacques Steps Down from CEO Role

Independent Swiss manufacture De Bethune is entering a new strategic phase as Pierre Jacques prepares to step aside from his role as Chief Executive Officer this summer. After more than fifteen years of shaping the brand’s trajectory, Jacques will remain involved as Honorary President, ensuring continuity during a pivotal moment in the company’s evolution.

From Specialist Independent to Global Reference

Founded in 2002 by Denis Flageollet and David Zanetta, De Bethune quickly earned a reputation for technical originality and design refinement. Known for its in-house calibres, signature use of mirror-polished titanium, and innovations in balance springs and resonance, the brand distinguished itself within the fiercely competitive world of haute horlogerie.

Pierre Jacques joined De Bethune in 2010 after a successful tenure as CEO of the Grand Prix d’Horlogerie de Genève. His arrival coincided with a defining period for the maison. In 2011, De Bethune won the Aiguille d’Or at the GPHG for the DB28 — a watch that embodied both aesthetic purity and mechanical ambition. This marked a turning point, positioning the brand among the most innovative voices in contemporary Swiss watchmaking.

Under Jacques’ leadership, De Bethune moved beyond collector circles and into broader recognition, while maintaining its uncompromising identity. He was instrumental in reaffirming the manufacture’s independence, overseeing the development of numerous award-winning models and elevating its international retail presence.

Consolidation, Innovation and the Role of The 1916 Company

Among the key strategic moves during Jacques’ tenure was the strengthening of De Bethune’s manufacturing base in Sainte-Croix. The brand reinforced its technical autonomy, producing all movements in-house and investing in métiers d’art ranging from blued titanium to hand-finishing of microscopic components.

In 2021, De Bethune entered into a strategic partnership with WatchBox, now operating as The 1916 Company. Headquartered in the United States, The 1916 Company has become a major stakeholder in high-end watch distribution and collecting, with a platform that spans primary and secondary markets. The alliance provided De Bethune with robust financial backing while preserving creative control under Denis Flageollet.

The integration was also a natural fit: both organisations share an emphasis on rarity, mechanical excellence and collector-centric philosophy. Since the acquisition, De Bethune has retained complete autonomy in design, research and development, while benefiting from expanded access to key markets in North America, Asia and the Middle East.

Governance and Transition

As Jacques steps down from day-to-day leadership, governance at De Bethune will remain centred on long-term vision. Denis Flageollet, as co-founder and Master Watchmaker, continues to lead the technical and creative direction of the maison. Executive Chairman Justin Reis, representing the interests of The 1916 Company, works in close coordination with Flageollet to preserve the ethos that defines De Bethune.

The board and leadership team are structured to ensure stability during the transition. The continued involvement of Jacques as Honorary President serves to preserve institutional memory and maintain key strategic relationships.

Recognition Among Collectors and Institutions

Today, De Bethune is considered one of the most influential voices in independent horology. Its watches are featured in museum collections including the Musée International d’Horlogerie in La Chaux-de-Fonds and the Horological Society of New York. Models such as the DB25 Starry Varius, DB28 Kind of Blue and the Dream Watch series have redefined the limits of both technical innovation and horological design language.

Collectors view the brand as a benchmark of authenticity and invention. Annual production remains limited, typically under 300 pieces, ensuring exclusivity and full in-house control of each component.

A Foundation for the Future

Pierre Jacques leaves behind a manufacture strengthened both creatively and structurally. The years ahead will see continued focus on in-house calibres, proprietary escapement technology and artisanal finishing. While the operational leadership changes, the underlying mission — to push the boundaries of mechanical watchmaking — remains intact.

De Bethune’s trajectory from avant-garde independent to established icon has been shaped by a clear vision, technical integrity and an unwavering commitment to excellence. As the maison enters its third decade, the combination of experience, investment and creative freedom offers a rare level of stability in the contemporary horological landscape.