with contributions from Natalie Theodosi
 on March 22, 2018

LONDON — Alexandre Meerson comes from a family of watchmakers and is the founder of a namesake British business with no retail outlets and no plans to open any. The charming Frenchman does his own marketing, while all of his watch sales come from the Meerson web site, where customers can order bespoke watches that reflect their hobbies, professions, personal histories or obsessions.

“I work in a very traditional way — Meerson watches are all handmade in Switzerland — but my goal is to bring the craft to the age of digital, and connect directly with luxury clients. And I don’t really distinguish between online and offline,” said Meerson, who flies around the world hosting events or just meeting prospective clients for a drink and a chat about what they’d want their watch to look like.

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