INTERVIEW | ALEKSANDR BERNHARD, CEO OF CHRISTOPHE & CO

INTERVIEW | ALEKSANDR BERNHARD, CEO OF CHRISTOPHE & CO

Heard of the world’s most expensive wearable piece? Co-designed by Christophe & Co and Pininfarina (the design company responsible for Ferrari), the Armills is a modern interpretation of historical cuff bracelets that were associated with royalty and heroism in battle. Combining ultra high end jewellery with Pininfarina’s design and complex engineered materials & components, the bracelet combines old world craftsmanship with cutting edge technology. The bracelet features an optional embedded technology module with advanced communication functions. The technology module can be charged by kinetic energy, giving the freedom of several months between charges, which can be achieved wirelessly. MAKING THE $10K APPLE WATCH EDITION LOOK LIKE A BARGAIN, THE HANDCRAFTED ARMILLS WILL COST YOU BETWEEN $70K & $150K. We had the pleasure to discuss the Armills bracelet with Aleksandr Bernhard, CEO of Christophe & Co.   Hi Aleksandr, thank you for accepting our interview request. Could you tell us more about the Armills and how you came up with this product idea? Why focusing on the men’s market? The inspiration behind the Armills are the extremely successful people that I have met during my career in the luxury market. The majority of these individuals built their fortunes from nothing and I wanted to create an extraordinary trophy piece that they could wear as a symbol of their achievements. We primarily are focusing on the men’s market because nobody has addressed this market in the realm of Haute Joaillerie. Women have some very beautiful choices for symbols of achievement but men really only have one option: watches. Now don’t get me wrong, I absolutely love watches. So we are just providing another option for...