Rise and Fall of Luxury Watchmaker Franck Muller

[@randomdude6249]

Franck Muller is still going strong, maybe not your average watch collector’s favourite brand, but still popular nonetheless, and they’re experiencing good brand growth in the past couple of years. The recent Encrypto collection they made was quite interesting, and I’m glad to see they’re again gaining more traction in the watch world.

[@benjovic7498]

FM has its focus on the Asian market for decades now. It doesn't get much coverage from western media. Wont you agree? Still great watches to have in a collection but certainly a little overpriced. You can easily get vanguards at 30-40% below retail.

[@adamselene5957]

Now - this - THIS - is the kind of story about watches that I LOVE to hear about. It is what makes watches so very interesting - the stories about and behind the 'face' of it.

[@jordanl4805]

Richard Mille watches are some of the tackiest things I've ever seen. If someone wants to spend $500k on a watch like that, more power to them. Personally, i would wear almost anything over Richard Mille, regardless of the price.

[@teruphoto]

They cater to a very specific customer base. Other than the small percentage who need the resiliency, RM people generally love loud pieces that scream excess.

[@TheLifeBoat]

I could not agree more, Richard Mille, while complicated and technical masterpieces are down right hideous in appearance. I would prefer a G-shock.

[@gladlawson61]

​@@TheLifeBoat a gshock wont get your hand chopped off.

[@mfaris4467]

@glad lawson a gshock might survive being cut in half

[@KJulian]

@@TheLifeBoat G shock is God-tier.

[@RogerAlan]

I’ve been a fan of Franck Muller watches since my dad bought his first one in the mid-90s, a steel Casablanca 5850 with a low 3 digit serial number, the same watch that’s on my wrist right now. He’s had a number of them over the years but most of them were eventually sold or traded. The fervor around them in the late 90s and early 2000s has left me with a passion for them that I’ll keep forever.

[@pete7150]

5850qp owner here. indeed a great watch

[@drezzydrake75]

​@@pete7150a great brand had 2 of them juste bought a pre owned a 2022 yachting ceramic blue, absolutely amazing

[@thegabal1484]

I loved how relaxed this video is :) love the angle and laid back style of filming.

[@bullnose01]

Really enjoyed the video. Sounds like another story of a company that experiences early success because of its new ideas and then is brought down by the clash between the creative partner and the business management partner.

[@FrankieTech]

Great video Jenni! I would love to see deep dives into watch brands that were really big at some point, but now are past their heyday or just lost their way. Some that come to mind are Panerai, Tag Heuer, Bovet or defunct brands like Enicar, Movado or Universal Geneve. Keep up the great work!

[@simonbutler377]

panerai still has a big following

[@KLucero22]

@@simonbutler377 not nearly as big as it used to be in the 2000s

[@misterman1371]

Movado still make watches

[@michaelriera6277]

Tag, although not a watch community darling, has its own strong following and substantial market share.

[@WrightsW5]

One of my big hates is the Heuer company having the word 'tag' stuck in front of it, like a piece of litter. As Jean-Claude Biver said, something like "It is meaningless now. Now I am in charge should I call it Biver Heuer? No, that would be wrong."

[@curtbrown7718]

Thank you for a most well done deep dive into this brand. And thank you also for sharing your personal concern with all of us. Your humanity is refreshing.

[@ashchraibi1312]

I’m literally about to get a Franck Muller Vanguard. Those things look so beautiful. Elegant, and not as tacky as RM (not like I can afford an RM or anything lol). But yeah. I love their Vanguard collection. Great video Jenni. Thank you ☺️

[@paulinthailand]

i got the skeleton its beautiful

[@chasguirey912]

The Vanguard is beautiful and should definitely attract a younger audience.

[@chuckrobles7569]

I have a Franck Muller Casablanca that I absolutely love! Just a beautiful watch that as this video says doesn’t necessarily conform to watch norms but never the less gets comments and compliments every time I wear it out!

[@halfsourlizard9319]

Same. I don't wear mine much, but it's just such a fun watch and a bit quirky.

[@erikhesler1698]

Agree. The Crazy Hours always get a curious question and compliment.@@halfsourlizard9319

[@charles_the_elder]

I was so happy to see a video about Franck Muller. I love their watches. Maybe because I've been a watch fanatic for quite a while, I've never even thought of them in comparison to Richard Mille. The first Franck Muller watch I ever saw was the crazy hour, and nobody that i know of makes a watch like that. I really enjoy these deep dive videos. Thank you.

[@nusbacher]

Great that you feel able to be open about your alopecia! In the early 00s I felt that Franck Muller watches were avant-garde, but not grating. He gave us interesting colour and design choices, and I think he inspired some interesting pieces coming from more mainstream brands (as well as big tonneau cases). I'm surprised that people would connect that aesthetic with Richard Mille, apart of course from the tonneau cases.

[@markreihl7742]

I agree. Franck Muller proceeded Richard Mille in case design.

[@emiliobardan3317]

actually frank muller released that shape before richard mille did

[@awatchcritic]

You missed pointing out/understand exactly why Richard Mille has been compared to Franck Muller: FM was the original 'hype watch' worn by celebrities and a grail to many. The movements despite the slogan (Master of Complications) were often very simple, especially later on usually using ETA movements and slapping a platinum rotor weight on. Franck Muller did make some great and more complicated watches at the start with Lemania movements etc. which are actually collectible but back then were still grossly overpriced. Average people weren't yet so clued up about movements and they were often hidden. FM was sold at a ridiculous markup for the components inside, similar to RM and the iconic shape and brand is what sold it to celebs as it was easily recognisable as a very expensive watch, selling far over what most Rolex would be sold by then. Hype and speculation eventually moved on and true watch collectors saw through the facade of FM that they weren't worth the asking price, secondary prices tanked and reflected bad on the brand ever since. They also tried making a lot of perceived scarcity with different numbered limited editions, but there were so many similar variants it was hardly really limited. I heard stories about them looking what dials and cases they had in stock to cobble together some new limited editions. It turned into a uninspiring cash grab and so the empire collapsed..

[@togoandmoss]

I have many luxury watches and after being pulled into the Apple Watch world because of business reasons I almost fell out of love with the hobby …. You have changed that - thank you!

[@keltecdan]

I bought an Apple Watch years ago. It was the black ceramic version. I only had it for a few weeks and returned it because it lacked soul and didn’t like the idea that it wouldn’t stand the test of time no pun intended. I would feel like having to upgrade every two years.

[@johndavolta3124]

Apple "watch" is not a watch. It is an electronic wearable gadget that happens to give the time.

[@andywilliams4887]

I well remember these being so in demand back in the day, especially by various high profile 'celebrities' at the time. Certain brands seem to come and go in favour and I must admit I'd completely forgotten about Frank Muller. Far too gaudy or colourful for my taste, but appreciate the back story Jenni. Great work as always.

[@thereismoretolifethanrolex]

Fabulous! You've saved me a bunch of research as I've been trying to find out why FM had fallen from grace myself. Fell in love with them as a breath of fresh air when I started collecting in the late 90's but they were in grail watch territory back then and I was amazed to see some of the entry level pricing on the secondary market today. Maybe worth a dabble as I sense a possible return... Great content as always Jenni.

[@pranavkarol]

Wow ... Jenni your videos are going from awesome to legendary. This is amazing stuff even for non watch collectors. 💯👑💖🔥

[@pranavkarol]

@jennielle836 is this you Jenni?

[@laskivious]

The best part of the video is the last 20 seconds. Thank you for being able to share that with us.

[@mariomartin6437]

I loved your work on This brand. I have always been drawn to Franck Muller, but have not had the courage to spend that much on a watch even though I can afford it. Crazy, I know😢

[@pdmotors5027]

What ever we think of Frank Muller the person, I think his talent for sure was in creating instant classic watches that will be loved by real watch collectors for years to come.

[@tomcraig8027]

Loved the video and particularly the ending. Keep churning out the videos J.

[@Nefville]

I've always loved the crazy hours complication, BTW, Nick Foulkes is an absolute legend, anything he says is gold. He's been in the watch game and I've known of him for years in the cigar world. He is a fantastic journalist and well deserves the recognition. He also has a KZbin channel that is absolutely hilarious, his son Max and him are comedy geniuses.

[@Gatsbyy]

Either you’re whoever the fuck that guy is or you’re trying to blow him, be your own man.

[@halfsourlizard9319]

I can't imagine actually trying to use a Crazy Hours to tell time ... But they're so damned fun to play with!

[@AM-hk3uw]

Excellent video JE. I like the look of some of their watches and went to a Boutique in Australia a couple of months ago. I staff were soo rude, I walked out after a few minutes. I had to answer 10 questions to even get in the shop - what am I after, any model in particular, Do I know what Franck Muller is about, Do I have an appt, Do you know we sell watches, - the questions, the questions. I then eventually get in, and there is not one client in he shop. Four staff and me. Straight away ALL the staff walk to to back of the shop and leave me to look by myself. No one comes to talk and ask me - " Can I help you, would you like to try on one". They all stayed away from. So I left the shop very disappointed.

[@99BjS]

I always forget about Franck Muller until I travel to Asia. Lots of Franck Muller around Japan and quite a large presence in Singapore as well.

[@afuentesalburo]

Great review, but the closing was even better. Congrats on your approach to alopecia; you are brave, passionate, and a role model.

[@johnnychen235]

Another great video, thank you Jenni, I’ve known about FM and really wanted their watches when I was younger and suddenly they disappeared - thank you for your investigative work 👍

[@ryantannehill2830]

I recall in the infancy of selling used luxury watches on line Frank was sending people cease and desist letters for selling their watches online. He didn't see the value in the secondary market and saw it as devaluing his name/ brand. I know for a fact that was a big impediment to the brand.

[@keltecdan]

Outside of that I think their watches are actually very sexy looking. I love the hand painted dials and markers. I’ve noticed their prices have started to increase a little on the secondary market. The only bad part is demand and finding buyers.

[@Mikesmeyer88]

That's what's happening with Richard Mille now. They don't need to sell watches and don't actually want to sell any. Is not something they want everyone to have.

[@looplop]

Roman Sharf just mentioned that happening in one of their recent videos.

[@mljcab1]

Jenni, This was an extremely engaging video. As much as I enjoy your watch reviews, this video was so much more interesting. The story behind the watch provides a depth and an added appreciation for the hobby. Thank you for doing the research and writing a great story.

[@thomasont]

Thanks on the subject coverage by addressing this brand, Jenni. I have few watches related from FM due to some of its appealing designs and qualities. Prior to its CFO's Nicolas Rudaz appointment as CEO, the brand's disorganized priorities was their cause to adversely affect their brand's value focus negatively in public. That's the moral summary. Best regards Jenni. 🤓⌚👍

[@DBenners]

In my opinion, Frank Mueller watches are the most underrated watch on the market with elegance creativity a sense of humor, unmatched style, and solid watch making the king of complications is my next purchase.

[@pizzagogo6151]

Thanks Jenni bit different to your usual content but very interesting- BTW it’s great you have diverse tastes, so nice to see you wearing a watch we all can afford as well😁, (I just ordered an all black GAB2100 yesterday ☺️)

[@gaylemcgee2221]

Ikr! Ahahaha

[@jimgriffith2108]

A great video in every way. Love your total honesty. Please do more. You might do one on Elgin, a defunct American manufacturer.

[@paulrogers1531]

Great video Jenni, love your honesty as well. Who needs 2 eyebrows anyway?! Very brave to show us, but it really doesn’t matter anyway.

[@rofermarca]

One of the problems with Frank Müller was same with Hublot, and similar. People began to say they sold expensive watches with cheap movements ... and they got crazy about that

[@SergioXYZ99]

Jenni, the video was totally different from those you posted before, and somehow I enjoyed a lot, even the “edit inclusions“ made it more interesting. You are one of the best watch videos creator in YT, thanks for the investment on time to get all this info shared with us. Wish you the best

[@georgemoscahlades7473]

I liked the casual format of the introduction. Very fresh.

[@tomcassingham6322]

This is a cool format of video I think, enjoyed watching it 🙂

[@callejonization]

This was so interesting! You should definitely do more of these videos about the history of brands and watches

[@WatchWithMike]

It was really nice taking a deep dive into history and controversy with you. This was a welcomed break from the deep dive into American politics that I am confronted with daily. Thanks for the diversion!

[@FlushingStatic]

I had a crazy hours for 7k ,13 years ago, same one is 27k now. That watch ment alot to me and i didnt notice how much i would miss it until after selling it. Francks are way thinner than richard milles, francks are way more complicated inside. Frank muller brand is the same age as me

[@richarddavis7548]

Wonderful content! Thank you for the research - this should become a staple of your channel!

[@NordicPlayer]

The first thing that came to my mind when I saw the design was Willey Wonka? The playful numbers and the colors 😁 Greet job Lady J! Good to have you back at the watch stage 👌💪🤟

[@scottlalonde2878]

Great video, Jenni, thank you. There was an AD about an hour from me, and when I saw them in person, well, I think you either like that style or you don't. You know right away. Thanks again.

[@ModernClassic]

That last clip just shows that you're a real person, which as someone who makes videos myself I feel like is easy for viewers to forget in heavily scripted stuff. I always think it's endearing when you go off script. But anyway, I'd heard of this brand but never really even thought about it; your video made it interesting enough to sit through the story to the end.

[@zerothree332]

Thanks Jenni for the video. I often wondered what had happened to the brand.. thanks for the video. Wishing you good health and happiness always. Take Care ❤

[@thomasallen3818]

This was a really good video, very interesting and informative. I’ve always enjoyed your enthusiasm towards watches.

[@AlCiego1959]

Jenni, I have always loved Franck Muller watches. They are so unique in style. I especially like their Master Banker. Hopefully one day I'll buy one for myself. Thanks for the informative video!

[@MrRoyck10]

I can’t wait to watch another content “the rise and fall of Richard Millie”. These brands are only driven by celebrities endorsement and PR rather than deep rooted watch making craftsmanship. Perhaps FM can revert back to fixing washing machine as my needs some servicing 😅

[@mijoizagas3747]

Thanks for the video. It was a lot of fun! 🌹

[@kentan8235]

I think during peak of its popularity, all the bad press and especially when the person on the brand leaves the company under such circumstances, the watches just lost it’s prestige. I remember Bad word of mouth spreading throughout the community and overnight, FM was just not the ‘IT’ brand anymore and wearing one puts you not in the best light. Thanks for your wonderful videos and wishing to see more of your DEEP DIVEs!!!❤️👍

[@darthvaderrr9126]

listening to you is such a joy. your constant smiles makes watching KZbin very entertaining. Anyway I collect Hublot and have no interest in Franck Muller although the brand has been at my face so many time but did not trigger any interest. Thanks for the insight story. Cheers

[@anthonystevens8683]

Many thanks for sharing Jenni. I had no idea of all the shenanigans that were behind the brand. Like you when I hear of something interesting I'll dig around for a while until I can get to the detail of it so I can relate to your interest in this. It's very easy for me to leap down a rabbit hole to learn about stuff.

[@CROutlaw]

Thanks for putting in the research for this video! Absolutely enjoyed it, and I hope for more "deep dives" with particular brands.

[@hipporage18]

Really exciting and unique watches 2nd hand from 2000s

[@gaylemcgee2221]

Those watches are everything rolled into one. They are unique and beautiful. They remind me of the Zeric watch brand. I love them.

[@mikechan5274]

I'll always love Franck Muller and their quirky designs. Thank you for making this video!

[@Normenian]

I didn't even notice the alopecia before you mentioned it. You've got such a lovely smile that it's near impossible to see anything else. You're so insanely beautiful.

[@danny77670000]

FM is pushing for a resurgence in Asia with dedicated stand alone boutiques, no expense spared renovations and prime retail space, all the best to the brand

[@davidopalecky7318]

That was quite interesting! Never heard of him before but I am going to check him out. My wife and I think you are pretty with or without makeup. Thank you for sharing something personal, you’re very sweet and we enjoy your videos.

[@tylerjames646]

This was an interesting story to hear. The research must have been fun! (I love research, it's what I do for work lol)

[@amdujanto8499]

FM is good watch. You wear watch as you like not because you want to resell it. I’ve been using Vanguard for couple of years as one of my collection and it still doing great. Simple but elegant

[@marcgirard7551]

Jenni - great story here. It would be great to get more stories like this for some other brands as well. Not that they have fallen, but some brands like Ming (what the heck is going on over there?) or other large brands could be interesting. Even a story on Rolex and how they are technically a non-profit. Ps. You always are lovely!

[@rowauthority]

I think you look just fine. Like the scar on my right hand (which I became a master at hiding) I suspect you notice it far more than we, your fans. Your videos are entertaining and informative. Keep up the great work.

[@mickaelbissec7178]

Very interesting as usual ! Well done ! 👍

[@chasguirey912]

Excellent video thank you. I have a white gold Conquistador. Absolutely love the curved back and smooth case. I also love the fact that I have never seen anyone else wearing one. 😊

[@fist003]

I like editing Jenni. good to see you are confident enough to be in front of the camera without makeup. indirectly can increase the awareness of alopecia. And great work on the Franck Muller dep dive

[@paaustria]

This was very interesting! Well researched. Thanks! 🙌🏽🙌🏽🙌🏽

[@danny77670000]

Hi Jenni, we love your post, opinions etc, please keep it up

[@auricgoldfinger8249]

Always watch, never comment. Love the ending haha! I have a small Rolex/Omega collection but my friend loves Franck Muller and is his dream watch!

[@glennthyer846]

Great video Jenni, brilliant production.

[@VOLUMEnightclub]

Hi Jenni….I think a watch critic in the comments hit the nail on the head but to expound about bad timing…they were the original “hype” watch but both the market being different as well as being the first Muller/ or anyone didn’t really know how to capitalize on hype. It’s also similar to Hublot on there marketing positioning (celebrity) over enthusiasts. Where RM is genius, they took obscure athletes or sport (when they first started) and used them as the brand ambassadors. About the ETA movements, which is true was part of it as big brands started to market there watches as “in house” so that became important in the zeitgeist of the watch world. Once again not knowing market conditions or adaptations. Lastly takes for sharing that you have alopecia and still doing it with a smile 😁 keep up the great content.

[@tadrenfro]

Research.. Love it! Thanks for uploading. :)

[@obcane3072]

Supposedly they were very aggressive against the gray market resellers and this resulted in less marketing if their watches while other makers fit free exposure.

[@WAMwatches]

Very informative. Makes me want to take a second look at the brand.

[@jonwatchesnyc8777]

I have plenty of affection for the “old school” models like the Master Banker and Crazy Hours in the traditional tonneau case - one of those from the 90s would be good fun

[@ferrisk9116]

i always wondered why things changed so fast for this brand, thank you for the video. PS: you look great without makeup

[@erikhesler1698]

I got a good chuckle out of the Crazy Hours origin story you noted. Personally, I've been wearing a white gold + white dial on a pomegranate color croc strap Crazy Hours model for many years. It's a lovely piece that's supremely comfortable with the curved case...certainly a keeper in the collection. It always seems to garner a positive comment when I wear it. The kids love it too. Thanks for the video, JE.

[@davidlwork3619]

Thanks!

[@Cull_Obsidian]

It’s weird. I remember it happening, I only had a passing interest in horology at the time, but my dad was a passionate collector. If feels like that everyone just all of a sudden forgot about Muller and ran straight over to Panerai.

[@KirksDrumRoom]

Great, informative video! Thanks for the deep dive.

[@nicolaslaloge4811]

Interesting, a lot of work in research and details. Your accent is perfect in French :) a lot of hyper luxury brand need the hype to stay on the top. Personnally, I think that the good quality micro brands deserve more respect that the big advertissement brands (Just a personnal point of view).

[@Cotivity]

I truly enjoyed this dive into the brand. An artist ahead of their time, perhaps.

[@Jessejesselewis]

Really enjoy these deep dive videos. They’re well done and kind of separate some of your videos from a lot of the other content out there. Cheers and thanks!

[@randhirparbhunath8843]

Another great video. Very interesting. I always thought RM was the vanguard, so I was surprised to discover FM had been "there" first.

[@yidong5567]

Wondering what's your perspective on Roger Dubuis, a brand went to a completely opposite direction against its core value, heritage, and watchmaking tradition after its founder past away. somehow their lineup shrank to one model with a base skeleton movement on various tourbillion options, but their "neo vintage" pieces are considered one of the best nowadays......

[@winstonmace4865]

First heard of Frank Mueller through reading Robb Report. Then got my hands on a few watch magazines and started to learn about then. FM were pretty much the IT brand as Haute Horogie returned en force and Swiss Watchmaking enjoyed a rennaissance of sorts. Back then my favorite was the Casablanca. Mueller himself was quite a gifted watchmaker and really pushed the envelope with his incredible designs. Will FM return to the glory days of past? Maybe? It's definitely a brand worth looking at on the pee owned market.

[@RobertRazavi]

The 'pee owned market'? You made me spit my coffee through my nose, laughing!

[@Azreal911]

Loved your history lesson and i have a cousin in Hong Kong that owned a few Franck Mullers and was wondering what happened to the brand .

[@CayenneTurboDriver]

I have bought a brand new Vanguard back in 2020 and the clockwork was broken from the beginning - even if Franck Muller claims every new watch is tested for days before shipping. The exchange for a new model was a pain in the a**, so after a few weeks, I demanded my money back (and got it - after another few weeks). So based on my experience, the service is really bad, what is a pity as Franck Muller watches are not that famous anymore as they were 20 years before. I really hope that another favorite watch brand of mine, Hublot, does not follow the way of Franck Muller. But with LVMH in the back, I am optimistic.

[@timetowatch_francois]

Great discovery! (for me at least) Thanks for sharing! ... and thanks for sharing a part of your personal life as well. I always look forward to your videos, you're a great human being, regardless of having makeup or no makeup. Hope you have continued success 🙂👍🏼

[@matthewhuh9004]

Nice topic Jenni! Thanks for sharing

[@korien8976]

I didn't even notice the eyebrow of editor Jenni until she mentioned it. Great video about a watchbrand I haven't heard of before, thank you.

[@bashiralzakwani4139]

Thanks for the update all the best

[@panos0075]

Thank you for the research!!! Damnn.. I was wondering for so many years what happened to this brand. I wish FM will be soon on top again as it was, cause it's the "Master of Creativity"...

[@javiercandia3823]

Thanks for this video Jenni.

[@xiaochen6796]

Hi Jenni, commenting this 1 year later while researching into Franck Muller. The new releases in 2024 named Long Island Evolution feels like a revival of sorts. Perhaps a follow-up video? The new complications looks pretty cool and hopefully they start producing more accessible models based on these with thinner cases.

[@fylke1814]

I really like this video. I thought you skipped a few points and I couldn’t follow the changes from autobiography to what was going on with the company…. But I really liked your critical view on your sources and all the juicey tidbits… 👏👏👏 please make a video about the fall of FM… their reluctancy to sell on the web… this just makes me think of all the secrets in the watch world that are right in front of our eyes but don’t question. Keep up the good work, great👍🍺

[@david.9633]

Great episode Jenni 👏

[@arshadtejani]

Hey, you look lovely with and without the eyebrow. I lived without my left eyebrow for 3 years in my 20s and it was the funniest/weirdest time of seeing myself in the mirror. This is a great video about Franck Muller, their gold time pieces used to be a a big hit in the middle east in the 2000s.

[@kombo731]

There's a cautionary lesson for watch buyers here: Beware of expensive watch manufacturers recently formed. Looking at you Norqain and of course Richard Mille. Marketing buys a lot of cache for a while, and is easy if you have enough money. And then....

[@gbtriumph3216]

VERY interesting video...thank you Jenni!