Twenty-five years in the watch industry, and still the same passion. Yvan Arpa cultivates without derogating from certain cardinal values: generosity, fidelity, creativity. And, of course, a clear propensity to pull the market into unknown territories.
However, the task is not simple. Let’s face it: the Swiss watchmaking market is not primarily intended to create, but to preserve what already exists. It is designed for that. Watchmaking is, above all, an economy of income: three hands, steel case. In volume as in value, the rest is marginal.
This “remainder” covers the territory that Yvan Arpa has chosen to express himself. His brand, ArtyA, remains fiercely 100% independent and self-funded. She goes her own way. It is not simple: disruptive, provocative creations, 50 ideas per minute, a boss who does not let go of his principles and values. ArtyA is a high-speed train: you board or stay at the platform, but there will be no stops on demand for a health walk.
“Today, the brand is recognized”
And yet… At the Geneva Watch Days, Yvan Arpa gradually reveals the face of a wiser man. Like his brand? “Yes, and that has always been part of the strategy. For 10 years, provocation has been part of the brand’s birth certificate. This is how she emerges. And then it suited me pretty well. But today, the brand is recognized. We have 80 points of sale, 10 permanent collections, reliable partners (Télôs Watch, editor’s note), strong growth in most of our markets”.
As a result, the pieces unveiled at the Geneva Watch Days display a claimed maturity. Like the Purity tourbillon, one of the most noticed. Currently in 46 mm, a very “ArtyA” diameter, the piece is now available in 39 mm, a spectacular slimming treatment of 7 mm.
Purity Tourbillon © Artya
With its extremely refined architecture, the Purity marks a return to the forefront of sapphire. It has always been one of the hobbyhorses of Yvan Arpa, who has made it one of his specialties. He will also present at the Geneva Watch Days “Chameleon” versions of his watches, this translucent sapphire crystal which continuously changes color according to the incidence of light. “Nearly a dozen brands are currently working on this process to try to reproduce it”, assures the interested party.
Purity Tourbillon Chameleon Red Edition © Artya
Complicated and underwater
As for the complicated pieces, the in-house minute repeater will once again be in the spotlight, with its faceted case, its three tones and its two-axis gyroscopic tourbillon. A true grand complication that allows Yvan Arpa to highlight the considerable role played by the late Pierre Favre (MHC) in the development of this exceptional creation and, more generally, in the development of complicated watchmaking for more than 40 years.
Blue Wave © Artya
Another great novelty from ArtyA: the first authentic diver, which integrates the Son of Sea collection. After the inaugural limited series (9 pieces), the piece promises to return to 99 copies per edition, with a new movement and a more affordable price, “made possible by the exceptional sales of the first series, almost all of which have now sold out”, emphasizes Yvan Arpa. Who obviously personally tested the part in real conditions…
Depth Gauge Sapphire Orange © Artya