“The packaging is the first thing a person touches when they receive a watch, a piece of jewelry or perfume. Not only is the packaging integral to the prestige of the object, it also elicits a sense of anticipation and excitement,” Dominique Mainier explains. According to the managing director of Gainerie Moderne, “Packaging has to play its brand ambassador role to perfection.”

For 65 years the watchmaking, jewelry, spirits and cosmetics industries have sought out the packaging expertise of the Fribourg-based company. Gainerie Moderne caters specifically to high-end customers, both in Switzerland and beyond, “We work with most of the big names in the luxury industry,” Mainier points out. In its spacious 5,000 m² premises, the company’s 45-strong workforce designs and produces presentation boxes, “from the raw plank of wood to the finished box itself.” Gainerie Moderne also offers point-of-sale advertising solutions that further enhance the image of its exclusive clientele’s brands.

The human factor

In an ideal world, all it would take to conjure up some magic would be the simple wave of a wand. In the real world, however, the magical power of packaging to generate joy and astonishment relies on local expertise that has been patiently honed and handed down over decades. Much to the regret of Gainerie Moderne’s managing director, “They’ve stopped teaching the art of casemaking.” Thankfully, these precious skills acquired over decades are still in use and passed down at the packaging company. “We are fortunate that we can rely on the experience of our loyal workforce, some of whom have been with us for nearly 30 years. They are now training the next generation.”

A strategic priority for Gainerie Moderne is therefore spotting talented craftspeople, supporting them and developing their skills. “We identify people who are extremely good with their hands and offer them the opportunity to change careers,” the managing director explains. Mainier and his team have quite a few compelling arguments to win them over: “The work is varied and stimulating because we focus exclusively on small-scale production. Most importantly, the human factor is central to our work process. We operate in a sector where machines do not replace human operators but simply free them from having to perform low value-added tasks.”

Compromising on artisanal excellence is therefore anathema to Gainerie Moderne. It takes the same approach to innovation and development. These activities enable the company to meet and even anticipate its customers’ needs. “We are also very committed to sustainability,” Mainier adds. The magic of the luxury experience should not come at the expense of the planet.