Furlan Marri is a brand I have known for a long time. After meeting them at various watchmaking events, I decided to find out more…
In this interview, we will learn a great deal about this young Swiss brand.
Could you tell us a bit about you and about your story with watches?
I’ve been immersed in the world of watchmaking since I was 15, when my grandfather used to lend me his Rolex so that I could draw it. This early fascination with objects carrying stories never left me and shaped my career as a designer. I studied industrial design at ECAL in Lausanne and completed several internships with brands like Chopard and Hublot, and worked alongside designers such as Jörg Hysek or Xavier Perrenoud.
Later, I joined Dominique Renaud, co-founder of Renaud & Papi, where I discovered the mechanics of watchmaking. These experiences gradually led me to the conviction that one day I would create my own brand: a brand where the refinement and details of fine watchmaking could be shared with a wider audience in an accessible way.
When the idea to create a new brand came to you? and when do you start working on the creation and on the launch of it?
The idea took shape progressively through my internships and early experiences in the industry, where I realized how much the smallest details mattered. Later, as I traveled through Asia and the United States, working with suppliers and distributors, I kept asking myself how to merge those fine watchmaking details with smart production methods. When the pandemic arrived, Hamad and I finally had the time to reflect and put all these ideas together. That’s how Furlan Marri was born. We launched the Kickstarter campaign in 2021 and reached our funding goal in less than a minute.
Could you tell us from where comes the name of your brand?
It’s simply the combination of our two family names: mine, Furlan, and Hamad’s, Al Marri. It reflects both our friendship and the spirit of building something together across our two cultures. I’m from Switzerland and Hamad is based in Saudi Arabia. Together, we try to bring the best of both worlds into the brand.
What’s the most important thing in the process of creating your timepieces?
Attention to detail. We believe that every curve, every scale, every engraving must have meaning and consistency. In the past, every detail in a watch had a purpose and often a story behind it, and that’s exactly what we aim to bring back. For us, watchmaking is about creating emotions through details.
What steps do you go through to develop and produce them?
Everything starts with design: from the first sketches to the smallest detail of the dial. Once the idea takes shape, we look at which movement will best serve the piece: do we need to keep the case slim, add a specific function, or choose between mechaquartz and mechanical? From there, we work with carefully chosen partners, always matching the right supplier to the right component. For assembly as well, we collaborate with trusted partners: in Hong Kong for our mechaquartz models, which allows us to keep prices accessible, and in Switzerland for our mechanical pieces. The first prototypes are tested in-house, and often shown under embargo to our community or to the press, so we can collect early feedback. Transparency has been a key value for us from the start. Once everything feels right, production can begin.
From where comes your inspiration concerning the design of your pieces?
Most of my inspiration comes from the golden age of watchmaking, especially the 1940s and 1950s, when every detail had a purpose and often carried a story. That sense of memory and emotion tied to an object has always guided me as a designer. To me, a watch is never just an object, but a memory and an emotion. Hamad also experienced it when his father gave him his first watch at the age of 14. For both of us, watches have always been about stories worth wearing, and that’s what we try to bring into each design.
Do you have an anecdote about the design and creation phase of your timepieces?
At the beginning we had the idea of creating a perpetual calendar as the first project of the brand. But then COVID appears and we were stuck at home, both in Switzerland and Saudi Arabia. We had to shift very quickly and the idea of the Mechaquartz movement came. It was the right choice to do and until today, we think it was the best decision we did.
From your perception, what makes your watches so special?
What makes our watches special is the combination of three pillars. First, design is at the core of everything we do: each project begins with a strong creative vision, aiming for balance, proportion, and timeless aesthetics. Second, the details: we place great importance on achieving a level of execution usually reserved for high-end watchmaking.
From refined finishes to carefully selected materials, every element is produced to the highest standard. It recalls how, in traditional watchmaking, every detail carried a story. And finally, accessibility: our mission is to make these refined details available at a price that allows more people to enjoy them, without ever compromising on quality.
Could you tell us how the collection is composed and what is the price of your watches?
Our collections are divided into three categories. The first is the Mechaquartz line: the one that started everything with our Kickstarter campaign and that continues to anchor our permanent collection today. These chronographs are priced at CHF 585.
The second is the Mechanical line, introduced in our second year with the Cornes de Vache collection, our first automatic watches. They are priced at CHF 1,250. This line later expanded with the Disco Volante collection, our first manual-winding pieces and also the first to feature hand-applied finishes made in Geneva. These watches are priced at CHF 2,500.
Finally, we are currently developing our Technical line, which marks the beginning of complications for Furlan Marri. Recently, we created a secular perpetual calendar as a unique piece for Only Watch, equipped with a patented module developed in-house. This module allows annual, perpetual, or secular calendars within a single construction. The development of this line follows naturally in the footsteps of that piece and will soon lead to our first perpetual calendar, to be launched at under CHF 10,000.
Do you have an idea of how many watches do you already have delivered?
More than 35’000 watches over 3,5 years. I don’t have the exact numbers of 2025, since we also begins to open retail.
Do you have an idea of what is your flagship collection?
Our mechaquartz chronographs are probably the most emblematic, not only because they brought our community together from day one, but also because they remain our best-sellers. At the same time, our mechanical collections are equally important, as they allow us to demonstrate our legitimacy in the field. The Disco Volante, for instance, made a strong impression since this kind of design had not been seen for decades. And with the upcoming Technical line, we will further showcase our know-how in development and complications.
Do you have a favorite piece in your brand’s collection?
I love the Nero Sabbia Mechaquartz because it’s a very nice daily watch. It has this kind of adventure or more sport dial but with the soul of vintage dress watch. You can travel with the watch or go to an intimate dinner.
Social networks are really important for microbrands like Furlan Marri.
Could you let us know how and why do you use them? and what’s your strategy to stand out from other brands in your price range?
Social media has been essential for us since the very beginning: it’s through our community that the brand was funded on Kickstarter. As a brand born online, more than 90% of our sales still come through our website, so being present and active digitally is crucial, especially as we don’t have the same physical presence as bigger brands.
We also don’t work with large advertising budgets. Our approach is mainly organic, with very limited press features or sponsored collaborations. Instead, our focus is on creating meaningful, well-crafted stories and visuals, and on engaging our community by making them part of the process, just as we did from the start. What really sets us apart is this attention to detail and the way we use social platforms to share, not just to sell. Right now, we are also working on a stronger visual identity that will allow us to tell our stories in an even more coherent and impactful way, something we’ll be unveiling soon.
Let’s talk about distribution. Obviously, you use the direct sales strategy which is better for a young brand like yours, but you also have some retailers from what I know. Could you explain us your distribution strategy?
We started as a fully direct-to-consumer brand, with all our sales done online. But developing a physical presence is important. In the end, Furlan Marri has always been about community, and retail adds to that by allowing real people to relay our story and create a human connection that goes beyond digital. Photographs alone can never fully capture the details we put into our watches, and at a certain price point, people also need to touch the watch, to feel it on the wrist, to truly experience what makes it special.
That’s why we have started to open carefully selected retailers: today we are already present in France, Australia, and the UK, with upcoming partners in the US and the Middle East. In Geneva, we welcome clients in our own showroom, and we’ve just opened another one in Japan. There are many projects ahead, but building the right network takes time, and as a small brand we also need to grow at a pace that matches our resources. For us, the strategy is not about being everywhere just for the sake of presence. We prefer to choose partners carefully, avoiding being lost among hundreds of other brands, and working instead with retailers who truly understand our history and are willing to share our stories.
What is your first market? Will you try to develop other markets in the future?
Our first market is Middle East, where there is a strong appetite for our Mechaquartz. The United States follows closely, with collectors particularly drawn to our mechanical pieces. After that comes Asia, which is growing steadily for us. We recently opened Japan market online and also China who tend to become a very strong market in the near future. Our strategy has always been to grow organically and focus on the places where our community is strongest. Focusing on these markets is also our way of thanking the people who have supported us from the very beginning.
At the same time, it is important for us to develop new markets — not just to increase visibility, but to allow the community to keep growing worldwide. Europe and Switzerland are also part of this vision, since the brand was born in Switzerland and carries a strong European heritage.
Do you plan to participate in watchmaking events in the coming months?
Yes, we have several events planned over the coming months. As our retail network continues to expand gradually, it’s important for us to meet our community around the world and continue building brand awareness. Our next major event is Geneva Watch Days, which we’ll be hosting at our Geneva showroom.
For the remainder of the year, we’re also planning to attend:
- Toronto Timepiece show (end of September)
- Milano Watch Week (October)
- Windup New York (October)
- Manchester watch show (November)
- Oasis of Time Riyadh (November)
These fairs are an essential way for us to meet our community and to allow people to discover, or rediscover, the brand.
Now and more generally, what are your plans for the future?
Looking ahead, our priority is to continue developing collections that tell meaningful stories and resonate with collectors. We hope the projects currently in preparation will connect with our community just as strongly as our previous releases.
A great example of this approach is our Community Design Lab, which gives collectors and enthusiasts the opportunity to design a watch with us. With the voting process now complete and the final design unveiled, we are currently in the prototyping phase, with production scheduled to begin later this year.
Alongside this, we’re planning to introduce a new collection by the end of the year. It’s still under embargo, so we can’t reveal too much just yet, but we’re very excited to share what we’ve been working on. We’re also developing new complications that stay true to our philosophy.
Beyond product development, another major milestone for the brand will be the opening of our first boutique in Geneva by the end of the year of the beginning of next year.
What aspects of your brand you think people should know more about?
I think what people don’t always realize is the amount of thought and detail that goes into each watch. Every curve, engraving, and proportion is carefully considered, not just for aesthetics but to carry meaning. That’s also the hardest part to convey through digital content, which is why we put so much effort into telling the stories behind those details. And this is where retail adds real value too, by giving people the chance to experience these elements physically.
Another aspect is how transparent we are: since our very first Kickstarter, we’ve involved the community at every stage, sharing prototypes and asking for feedback, which is still rare in this industry. Finally, even though I have a background that could have led me straight into traditional high watchmaking, my choice has been to combine that know-how with accessibility, so that more people can experience refined watchmaking details. That balance is what truly defines Furlan Marri.
OK, now something more personal. For you, what’s the most important thing to find in a watch?
Soul. As simple as that.
To finish, are you also a watch collector? If yes, what kind of watches do you collect?
Yes I am. I have about 100 watches mostly vintage from the 40’s and I like to focus on design and shapes, no matter the brand. I love when the case and elements are different or unique.
Hope you guys have enjoyed this interview. You can follow Furlan Marri on the social networks :
Facebook / Instagram / YouTube / Vimeo
If you’re interested to buy one of these beauties jump right here on this LINK.
Jonathan Kopp
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