Guarded Optimism

The fall of 2008 wasn't the best time in recent history to introduce a new line of fine watches. As an antitode to the gloomy economy Swiss entrepreneur Jean-Pierre Edmond gave his new line timeless craftmanship, agressive pricing - and some smart , innovative marketing.
Most important of all, the JP Edmond line offers its own take on a crown guard that it calls Lock-Ed. The lock-Ed concept ensures accuracy in selecting dates and time settings. Lock-Ed also enhances water resistance.

"My goal was to develop a product that was classic in design while offering something unique and interesting to give the watch buyer something entirely new" said Edmond, the company's founder. "With automatic watches, owners must make adjustments frequently in comparison to quartz watches. anything that can save the owner time without sacrificing design is an attractive feature".

Edmond, a graduate of the Paris Academy of Design , began his career as automobile designer but soon found that watch design was his true passion. He launched JP Edmond in 2007, working around the clock for more than a year to bring his signature timepieces to market.

The watches in the JP Edmond line come in four style from sporty to elegant and price starting at 850$ the 2000$ top-of-the-line model has sixty six  diamonds in its bezel. All incorporate the Lock-Ed concept as well as an ETA automatic movement, an extra thick sapphire crystal and hypoallergenic stainless-steel construction.

Ferguson Jewelers is the sole distributor in the U.S. The Miami based store specializes in Swiss-made watches, most prices significantly higher than the JP Edmond line. "That makes these watches an excellent value" said storeowner Gary Ferguson. "And the Lock-Ed crown guard is something that you just cannot get an any other watch."

Edmond's wife and business partner, Natalia Chlebovich, has agressively promoted the JP edmond line through an array of emerging technologies. Thes include  online selling and maintaining a strong presence on websites and blogs devoted to watch afficionado. Chlebovich also created the company's own facbook page. key product ambassadors include French chef and television host Marc Veyrat, French soccer star Gerald Passi and international model Velila Delmarque.

Even the sputtering economy became a branding opportunity. Last March the company unveiled four new Crisis 2009 models priced below its usual price entry point and built them in limited quantities to give them greater appeal to watch collectors.

"Next we plan marketing tie-ins with several luxury hotel chains" Edmond,said.

The JP Edmond line is still an industry newcomer. The first real endurance tests take place this winter at a host of high-end jewelry and watch expositions in the United States and at this month's BaselWorld.