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Biel/Bienne
Switzerland
Founded in 1919, Milus is a family-owned company, anchored in the heart of the Swiss watchmaking cradle, Biel. Throughout its history, the brand has always surprised and amazed the watch community. Since the beginning, Milus watches have been at the forefront of the horological industry both in precision and technological innovation. After three successive generations of time craftsmen, a new team, headed by the new CEO Lucas Edouard Tissot-Daguette, is at the helm.
THROUGHOUT THE YEARS
THE TRANSFORMATION
It was only natural that the new Milus team continues the legacy of the Junod family in Bienne. This marks three successive generations of watchmakers to have maintained the Milus codes within the heart of Swiss watchmaking history. Throughout its history Milus always surprised, oscillating between classical and contemporary collections, from the luxurious to the eminently refined. As an avant-garde brand, each creation combines watchmaking tradition with the very finest Swiss expertise. In 1930, the company chose the Greek god Hermes as the symbol of its brand, which is expressed today through its stylized crown imbued with elegance and innovation, qualities dear to the Junod family. “We are deeply convinced that this industrial art will survive, and possibly even break new ground within its domain.” – Paul William Junod. Through their shared vision, Milus constantly distinguishes its reputation from other brands. Milus watches embrace the times with invariably equal passion. This genuine “trademark” remains a cherished privilege for the Milus team: to be the witness of your time.
THE COLLECTIONS
SNOW STAR:
Drawing from its rich past and horological heritage, Milus has issued a new version of the Snow Star in honor of the brand’s 100th anniversary. The model was chosen by the US Navy and integrated inside their “life barter kit” that was given to pilots in case of emergency landing. During the 20th century, US Navy pilots were given valuable, tradable items along on their missions to ensure their survival. These “life barter kits” contained notably a Milus Snow Star watch. Today, Milus is paying homage to this flagship model from its own history and history in general by reissuing the Snow Star model.
LAB 01
Creation and uniqueness are the main foundations of LAB 01 collection. Timeless aesthetics with an innovative material. With its sleek and ultra-contemporary design, mimicking urban lines, these models reflect the elegance of an active urban lifestyle. Inspired by the Milus codes of the 90’s and reflecting the notion: « The watch speaks for itself », LAB 01 cultivates independence of mind and singularity. The result: a design object that respects every personality and style.
1919
THE BEGINNING
“Measuring time is part of our family and cultural heritage. We grew up here, in the cradle of watchmaking, at the foot of the Swiss Jura, where people and time have faced every technical and aesthetic challenge”. Luc Tissot could have used these exact words to celebrate the return of Milus to its Swiss family watchmaking heritage in 2016, had they not already been spoken by the company founder, Paul William Junod, in 1919. Swiss watchmaking is by tradition deeply connected to its founders. Inventors and visionaries created large family businesses, where creativity and entrepreneurship served to cultivate the image and perpetuation of a brand. This is emblematic of the Milus heritage, which is embodied in the modernist architectural design of its building, created in 1962 by Edouard Lanz (architect of the ‘House of the People of Bienne’) on the grounds of the brand’s historical site.
TODAY
THE EVOLUTION
Watchmaking is not about competition and rivalry. There is so much to innovate and be inspired by. Constant innovation and a taste for creating beautiful objects have steadily reinforced Milus’ excellent reputation – values that have not been forgotten. Quality of execution, attention to detail, and an intense search of lines and materials all express a deep desire to be “of its time”. Modern design and fine manufacturing are Milus attributes shared through generations.
Milus watches are at the forefront of invention and reinvention, drawing inspiration from its past success. In honour of its 100th anniversary, Milus proudly unveils timepieces that are as classical as they are bold. The brand places its heart and soul in creating watches that combine technical excellence and precision with timeless design.
The objective: create a sustainable watchmaking model in close relation with its environment, that is both fair and genuine.
ARCHIMÈDES
Archimèdes by Milus is the modern successor of the Supercompressor of the Seventies with its fantasitc proportions, as well as the 666, the original model created a decade earlier. Outlining a new territory in vintage style, the Archimèdes by Milus collection is designed for modern explorers. With a mix of finishes, alternating brushed surfaces and polished accents topped by a highly domed sapphire crystal that reinforces the vintage appeal.
The development focused on a 41mm brushed casing equipped with a discreet helium escape valve in the caseband at 9 o’clock. The dial, three hour digits at the cardinal points, 3 o’clock date window and famous “Broad Arrow” hands coated in Super-LumiNova combine seamlessly to bolster readability.
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