Margot, Lise, Ivy, Constance, Claire, Diane, Zoé, … they are all gazing at us when we enter Zita, maison d’art et dâme, the venue in Brussels for the launch of Amalys, the brand new Belgian watch brand created by Adrien Voisin.
Margot, Julia, Alison, Pili, Lila, Zoé, … are some examples of names of Amalys watches, all female. “But no they are not names of ex-girlfriends”, creator Adrien Voisin confirms. “Just as the brand name I wanted to stay in female atmospheres. Amalys is a name of ancient Greek heritage that embodies the ambitious, passionate woman of today, a name that embodies our clientele.
Adrien is only 31 years old but he is not an unknown guy in the watch industry. He used to work as international sales for that other Belgian brand: Komono. Experience that comes in handy in developing his own retail network with Amalys. Adrien’s ambitions are sky high: not only wants he conquer the Benelux, he wants his brand to go the would around.
Whether it was a wise decision to leave Komono, Voisin leaves in the middle. “You cannot put boundaries to creativity and if it tickles you don’t need to scratch, you need to shout it out”, he explians. That’s exactly what Adrien does and he wanted to do it in a different way then the brands that are actually popular as Daniel Wellington, Cluse, … amongst others. Adrien wanted to create feminine and elegant timepieces with a simple design in super slim stainless steel watch cases, square ones.
“I am convinced that after the simple round watches, square ones will be the new trend”, Adrien tells us. “No need to explain why #daretobesquare is our motto.”
Furthermore Amalys offers interchangeable bracelets – Italian leather straps or stainless steel mesh bands – which makes it easy to personalize your watch with Seiko calibre in an eye blink. Prices varie from 109 Euros till 130 Euros. www.amalys.com