He was barely three years old. A small boy, standing beside his mother before one of the most magnificent monuments the world has ever known — the Arc de Triomphe, at the heart of the Place Charles de Gaulle.

He could not yet understand the history carved into that stone. But something stayed with him — the grandeur of the avenue, the symmetry of the twelve roads converging into one perfect star, the feeling of standing at the centre of something timeless.

His mother is no longer with us. But the photograph remains. And so does the memory of that afternoon on the Champs Élysées.

For someone who grew up far from Europe — in West Asia, where the Champs Élysées carries an almost mythical weight as a symbol of elegance, refinement, and the very idea of luxury — that avenue was never just a street. It was an aspiration. A standard. The kind of place that makes you believe that beauty, when pursued with enough devotion, can become something permanent.

On that same journey, the road led briefly to Geneva — to the Jardin Anglais, where the city’s most beloved landmark blooms from the earth itself — the Horloge Fleurie, the Flower Clock. A timepiece made of living petals, precise to the second.

A small boy stood before it, wide-eyed. He did not know then that Switzerland would one day become the home of the finest watchmaking tradition in the world. He only knew that something about this — the order, the beauty, the quiet mastery of time — felt important.

It was a fleeting stop. But like all things that matter, it left its mark.

The Foundation

A Brand Born from Memory

Between that childhood afternoon in Paris and the founding of Champs Élysées, there were decades of quiet dedication — a professional life spent learning the language of quality, the logic of luxury, and the difference between a product that is merely sold and one that is genuinely desired.

He understood, from the inside, what it means for an object to earn its place in someone’s life. And then, in his late thirties, he decided it was time to stop distributing other people’s art — and create his own.

Champs Élysées is not named after a street. It is named after a memory. And every watch we make carries that memory forward.