BEDAT & Co.Portrait of a young brandMid-1996 (September 25), Simone Bédat and her son, Christian, reached a decision: they would start their own brand. Seven months later, in April 1997, they were present in Basel with an original and complete collection of watches, impressing everyone with their distinctive designs and high quality.It must be said that this collection did not make its debut alone. It was preceded by an innovative publicity campaign in Swiss newspapers and by an ambiance that, from the very beginning, built up a strong image of the brand. Amazingly, all of this was done in record time.Simone and Christian had the necessary experience as well as a well-developed network of advisers and suppliers who were on the same wavelength, and who tirelessly supported them in all phases of this new creation. In 1998, the Bédats return to Basel with rich new collections, and this team is the same faith and energy as in the beginning.The first watches started appearing in boutiques during September 1997. Since them, 100 sales points have been opened in Switzerland, France and Austria. The brand is starting to make contacts in Italy, Germany, Spain and the Scandinavian countries and expects to place its products on these markets in the near future. Simone adds "We are firmly convinced that we must build our image first in Europe. It's a question of strategy. However, Bédat & Co is present in Bahrain and Dubai as well as the Uited States where it has opened 60 sales points. In a long term, our goals are definitely international and we are looking at Asia."The partners decided not to use names to describe their collections but rather numbers which can never become outdated. Numbers have also the advantage of being understandable in all cultures and having a timeless quality about them. In addition they are easily and quickly recognisable and add a welcome touch of chic. The first three Bédat & Co collections are centred around the enigmatic numbers 3, 7 and 8.From the start, the two Bédats had a clear vision of its fundamental lines. Christan adds: "Based on our original concept, we decided to provide the collection along three main axes: men's form watches, round watches and a definite idea for women's watches."The number "3", symbol of perfection.Collection number No. 3 is for women. Three... The Trinity, the three theological virtues, Buddhism's three jewels, the three phases of existence, perfection in everything. This collection is composed of three families: barrel (tonneau), hexagonal and manchette.The number "7", symbol of eternal life.The No. 7 was designed for men. There are seven days to the week, seven degrees of perfection, the seven heads of naja at Ankor Wat, seven branches of a chandelier, for the Egyptians, seven signifies eternal life. The watches in this series are all mechanical and equipped with either a manual or a self-winding movement.The number "8", symbol of infinityThis collection speaks of other things. Symbol of infinity, this is a universe of round models. No. 8 is a more a technical series and includes the brand's chronographs. Both men and women who want a watch for a certain lifestyle can wear them. Sporty, the No. 8 collection is reassuring as well as functional.When Christian discusses the description of its products, he could go on for ever... and very convincingly. "The global spirit of our brand passes from one watch to another through the details. The different models of our various collections are complementary in their sense of aesthetic rigour. A Bédat & Co watch is not just another watch, but a watch fashioned with a luxury of attention... of care... of love invested in all its aspects. Like the style of a couturier, there is the style of Bédat& Co. Each of our dedicated partners has contributed to the creation of the brand with their combined knowledge and research. believe me it's a true adventure, one that we are experiencing together."Sold for the benefit of the Geneva Schoolof Watchmaking and Microtechnology