The Success Story of Pierre Lannier: Made in France Watches Making Waves Abroad

Boredom sometimes has unsuspected virtues. When Pierre Burgun’s mother, then unemployed, urged her husband, in 1977, to create a company to find him work, this gave rise to the Pierre Lannier watch brand. First import, from Asia, before French production. More precisely Alsatian; the cradle of the brand is located in Ernolsheim-lès-Saverne, a village of 600 inhabitants.

Leader in watches under 500 euros

Today, it is the couple’s son, Pierre Burgun, who runs the company. “Pierre Lannier, it’s not because my name is Pierre, but because my parents wanted a name that sounded like that of a fashion designer”, explains the current CEO. The brand now sells 350,000 watches per year, in more than 60 countries, with a turnover of 17 million euros. And it positions itself as the leader in France, for watches for less than 500 euros. “The average price is between 100 and 300 euros. specifies Pierre Burgun.

Export, number one objective

After conquering France, by repatriating 75% of production to the country – part is still done in Madagascar – Pierre Lannier is targeting the international market. Exports have suffered greatly with Covid. “The objective is therefore to achieve 30% more this year, said Pierre Burgun, so that ultimately, exports represent 50% of our turnover.”