Four names, four different visions of watchmaking excellence, one thing in common: the canton of Fribourg. Cartier/Richemont has recently built a strategic hub of expertise on the site it has occupied in Villars-sur-Glâne for more than half a century. The iconic Swiss brand Rolex is investing over a billion Swiss francs in a new manufacturing facility in Bulle. Mauron Musy embodies creative independence and mechanical innovation, while Mestel designs high-end watch straps for the industry’s biggest names. Thanks to these diverse yet complementary operators, the canton is emerging as a top business location for Swiss luxury watchmaking.

CARTIER – A PERPETUALLY EVOLVING PURVEYOR OF ELEGANCE

At Cartier, design has always come first. Since 1847, models like the Tank, Santos and Ballon Bleu have become some of the brand’s most iconic and instantly recognizable timepieces. Their enduring appeal lies in a philosophy that celebrates heritage while championing innovation. Cartier – the watchmaker of shapes – has always prized clean lines, ergonomic design and technical refinement.

These exacting standards are part of Richemont’s broader understanding of luxury as an ecosystem where craftsmanship, innovation, and customer experience form a cohesive whole. For Edgar Vandel, Campus Management Director at Richemont, “Each creation is the product of exceptional craftsmanship passed down by generations of passionate professionals.” He also sees the Villars-sur-Glâne site as a perfect example of Cartier’s embrace of heritage and modernity.

The story in Fribourg began in 1972 with Cartier lighters. Soon after, the site turned to watchmaking and became the canton’s first manufacture. Half a century later, the campus has grown into a strategic hub for Richemont. It now brings together Cartier, Van Cleef & Arpels and a wide range of expertise – from manufacturing and distribution to purchasing, logistics, finance, technology and HR.

In recent years, the campus has been thoroughly redesigned. A fourth building has joined the ensemble, with a restaurant, café, coworking spaces, reception rooms, a health service and a gym. A former car park has been turned into a 5,000 m² landscaped garden – one of eight that now punctuate the 90,000 m² site. District heating, green roofs and noble materials reflect Richemont’s daily commitment to sustainable excellence.

“Villars-sur-Glâne is a strategically important site for Richemont,” concludes Suzanne Lévesque, Headquarters Company Secretary. “It is the head, the heart and the soul of the Group, constantly reinventing itself for the past fifty years.”

MAURON MUSY – PRECISION AND CREATIVE FREEDOM

With its blend of cutting-edge engineering and radical design, Mauron Musy is a unique presence in Switzerland’s luxury watchmaking sector. Its signature nO-Ring® technology is a patented mechanical gasket-free sealing system which takes precision assembly to the next level. This practical, visible and elegant innovation is the perfect expression of the brand’s motto ‘Form follows function’.

The company, which was founded by two passionate engineers, enjoys a freedom that is rare in the sector. It develops its own technologies, is not beholden to fashion trends and can rely on a network of highly qualified Swiss partners. As Christophe Musy, founder and CEO, points out, “Because we are engineers first and watchmakers second, our pieces are disruptive, functional and deeply rooted in Swiss tradition.”

Mauron Musy subscribes to the 100% Swiss Crafted philosophy. From design to manufacturing, all components are developed, produced, and assembled in Switzerland. This authenticity, rigor, and transparency appeal to a clientele who value meaning. For Musy, “Today, luxury is also about being able to explain what you do, how you do it, and with whom. 100% Swiss Made has become a luxury of mastery and proximity,” says Christophe Musy.

The bold design of Mauron Musy’s timepieces reflect its open, committed and technical approach to watchmaking for connoisseurs.

MESTEL – TURNING WATCHES INTO WEARABLE ART

“All the major players work with us,” Alain Berset, the managing director of Mestel, explains. At its facility in Rossens, the company combines its expertise in materials chemistry with mechanical precision and craftsmanship to create unique straps for the fine watchmaking industry. From the production of technical rubber compounds to the design of complex molds and 3D-printing of metal inserts right through to hand finishing, each wristband is as sophisticated as the timepiece it adorns.

At Mestel, excellence is achieved through minute tolerances, material resistance, and the ability to offer bespoke solutions. “Our strength lies in controlling the quality management process from A to Z. That’s the beauty of vertical integration,” Berset points out. Mestel designs its own molds, works with its own chemists, recycles, and deploys high-precision processes like milling, erosion, vulcanization and cryogenization.

The opening of the Rossens site is a major milestone for the company. The custom-built plant supports agile manufacturing, boasts a wellness-centric design and enhances operational responsiveness. It also boosts Mestel’s development capabilities, which is good news for its nascent expansion into the luxury fashion market.

Further proof of Mestel’s innovation prowess is NOVALINK®, a technology which enables the integration of a NFC chip into rubber products. This invisible, reliable and fully secure solution offers instant connectivity, making it possible to complete payment, access control and identification processes with a flick of the wrist. For Mestel, the technology, developed in partnership with Visa and Mastercard, could be the key that unlocks a vast global market that extends far beyond traditional watchmaking.

ROLEX – LAUNCH OF MEGAPROJECT IN BULLE

In Bulle, work is already under way on Rolex’s massive 100,000 m² production facility. This strategic project, which will cost an estimated one billion Swiss francs and create more than 2,000 jobs, is a clear demonstration of the Geneva-based group’s desire to strengthen its industrial expertise and presence in Switzerland. Once completed, it will be one of the largest watchmaking centers in the country. The choice of Bulle was no fluke: the capital of La Gruyère offers quality infrastructure, proximity to the motorway and a strong industrial base. Political support was another key factor behind the decision. The facility should be operational by 2029.

Rolex wants its new plant to be a center of excellence, sustainability, and industrial autonomy. The brand, famed for iconic timepieces like the Submariner, Datejust, and Daytona, has embodied Swiss precision, elegance, and technical mastery for over a century. Its ability to innovate coupled with its long-term vision make Rolex a standard-setter in the luxury sector. This major project reflects the brand’s ambition: to build one of the pillars of its future in Fribourg and to anchor itself locally in order to shine globally.