James Henderson – What was your first watch? Was it a gift? Is there a story behind it?
Stephan Lack – My first watch was a Tissot with a pure, clear design and a striking satin bezel, a really unique watch. I really wanted to have just this watch, I got it in 1972 from by parents when I passed my high school examination, and that watch is still with me!
JH – When you were a boy, what did you want to be when you “grew up”?
SL – I wanted to be either a soccer star or Formula 1 race car driver!
JH – Where did you go to school? What did you study?
SL – I grew up and went to school in Berne, Switzerland. After I completed my military service (I was a tank company commander), I studied economics and political science at the Universities of Berne and Geneva.
JH – A bit about yourself please. Many people out there are under the somewhat mistaken impression that you are a newcomer to the watch industry, what were you doing prior to this?
SL – My father is an engineer and pilot. He repaired all of his watches himself! This is where I had my first contacts with the inner life of a watch! I was really impressed. After university I joined the marketing department of Unilever where I learned the difference between a product and a brand. In 1993 I took my first steps in the watch industry as the assistant of the president of Rado, a member of the Swatch Group. I was also in charge of the marketing communications and got an excellent overview of what happens with an international watch brand. The next 10 years I spent in the distribution of exclusive watch brands in Asia. I spent three years in Greater China, three years in South East Asia and four years in Japan. At that time I was in charge of some really great swiss brands like Jaeger-LeCoultre, Audemars Piguet and Parmigiani and I learned a lot about the watch business. When I came back to Switzerland I was running an international consumer goods company for several years. But at the end I couldn’t resist going back to the watch industry.
JH – So in taking over Glycine, you are taking the helm of a family run company – what are some of the challenges, and some of the opportunities that you see?
SL – Glycine has a really great history of almost 100 years including an almost 60 years history of the leading Airman family. Glycine is a fine, authentic brand with a high level of expertise and a large following of fans and collectors. I believe in the importance of continuity – that means the product will remain the hero of our brand. On the other hand, I think it’s a time sensitive necessity to do more for the product environment: smart “niche marketing communication” is crucial. We are definitely a niche brand, but it’s time to tell more about Glycine to our potential consumers outside the mainstream market.
JH – So, what is your favorite Glycine model?
SL – The watch I am wearing right now is the Airman 17, this watch has a striking, unique design and represents the Airman look very well.
From the novelties I definitely like the new SST Chrono with the orange bezel.
JH – Who else out there is making watches that interest you?
SL – Jaeger LeCoutre, Audemars Piguet, Ulysse Nardin or nichebrands like Vogard.
JH – What do you like to do in your down time?
SL – I am happiest spending time with my family and my friends or playing football (soccer) with my son.
JH – What do you see as the future of Glycine?
SL – Glycine will remain “the pilot’s choice” with a strong Airman collection at the heart of the brand and an additional 3 to 4 families like Incursore, Lagunare or the Combat. Glycine remains an independent niche brand and also helps give more independence to watch retailers. So although we can make nice watches, we also have to talk about them. Therefore we have to invest more time in a taylor-made, smart marketing message in order to reach a larger audience of consumers who respect the product more than just a brand ambassador.
JH – If you weren’t doing what do you think you might be doing?
SL – I would probably buy, sell and collect classical cars.
