The Business of Watches [42] Formex CEO And Head Of Product Development At Dexel Raphael Granito

About this episode

Formex holds a unique place in the Swiss watch industry. The brand was born in the early 2000s with a proprietary case suspension system and designs that expressed the origins of its name 'forme extrême' (extreme shapes in French). But the recession spurred by the Global Financial Crisis of 2008 dealt a near fatal blow to the brand and it entered a period of relative dormancy. Then in 2016, Formex was taken over by a group backed by one of its suppliers, Dexel, a Swiss component maker specializing in bracelets, clasps and cases as well as dials at its subsidiary Cadranor. Raphael Granito, now in his mid-thirties, is part of the family business behind Dexel and led the take over and revival of the Formex marque. He has steered the brand's development ever since and a decade later, Formex is leveraging its manufacturing savoir-faire and research and development skills from Dexel to produce innovative and approachable-priced Swiss Made watches. The brand evolution culminated recently with the Aria, a high-end integrated bracelet titanium sport watch with an, ultra-thin, micro-rotor manufacture movement designed by Horage, priced below CHF 6,000. That's a significant step up compar