How to Build the Next Great Watch Brand

In 2023, the watchmaker Sylvain Berneron launched his namesake brand with a bang. His Mirage—featuring an unusual warped shape and twisty hands—became a smash hit, selling out instantaneously and earning watch-of-the-year plaudits in the industry. According to Berneron, he could up his annual production of the Mirage five times over and still comfortably find a buyer for every piece. Now, Berneron is back with the sequel—though anyone hoping for more Dalí-esque curves will likely be…