Time machines. Interview with Arnaud Nicolas, CEO at L’Epée (LVMH Group)

A mechanical movement is the heart of a watch. An ensemble of springs and metallic components, which measure the most important thing that we have, or actually go through during our lives, time. L’Epée gives objects dear to us, like cars, or threatening to humans, like rifles and bombs, this endless heartbeat, to decorate homes and accompany families with a narrative of craftmanship and a memento of being on a journey.  We sat down with the company CEO, Arnaud Nicolas, during Geneva Watch Days 2025.

Tell us a bit about you and your journey. 

I am half French and half Swiss, born and raised in Lyon. I am also a scientist by training, so I was not ‘raised’ in the watch world. I hold a master’s degree in optoelectronics; basically, mathematics. My work experience started in the aerospace business. Already as a kid, I loved breaking things up, whether it was the watch my family donated me or my father’s car. You can imagine how dangerous I could be around the house. I just needed to understand how things were, inside out. I come from generations of engineers.

At the same time, I am passionate about the arts and always enjoyed visiting museums. Arts and science are not necessarily opposed. They are two sides of the same human spirit. This is exactly what I was missing in my corporate career. I was missing a sense of elegance, the aesthetics of things. After satellites, I moved to the electronics industry, until more or less 2009, when, together with a friend, we purchased an almost dead brand, called L’Epée.

How was the journey? How was the turnaround? 

We took a glorious brand and wanted to bring it back to the place it deserved. It took time and passion, which are the ingredients of what we do. We knew we were not going to please everyone. Our creations have a point of view, and are segmenting, by definition. The essence of our company is to transform traditional objects into something new, trendy, intriguing, via the wonders of the mechanical movements in them and also the colors and interpretations that we will more and more bring to life, also thanks to collaborations with artists. In all cases, it’s always a unique proposition, to delight and make people reflect on their life and context. We want products that have a soul. Our products are like the armor that you need for explorations and adventures. These are toys, filled with magic and creativity.

You also play with things like skeletons and bombs. What’s the idea behind those?

It’s a thought-provoking stimulus. Life is short. It’s a reminder of who we are and where we are going. It’s a reminder of the power of time, and of its illusion. At L’Epée we are trying to make kinetic pieces of art that also measure time. So, the most important element of a piece of art is to speak to the soul of humans. This is realized in different ways: evoking, inspiring and/or even shocking fans. The grenade – for example – is, I hope, a kinetic piece of art that will evoke something to people and help them to realize that life is short and brittle, and that we should enjoy it.

You are now part of a larger group. How is it going?

Yes, in June 2024 we were acquired by the LVMH Group. It’s the best house for our company and brand. We now have the support needed to grow, keeping our independence and space. LVMH knows what it takes to do luxury well and creates the conditions for our spirit to breathe and thrive.

We are now in 120 multi-brand stores globally, of which 80 are, by far, the best stores in the world, when it comes to luxury. Our team is made of approximately 100 people. Our headquarters is in Switzerland, where all the magic happens.

What’s your personal and professional goal now that you sold your shares in L’Epée?

LVMH Group asked me to stay on board. My goal is to continue the journey. L’Epée has in its palmares six gold awards in mechanics. One of them was received during the famous 1900 Global Exhibition in Paris (when the Tour Eiffel was made). We want to celebrate this heritage and remain a reference luxury brand globally. There is still a lot to do and create, and I want to be a part of this second (or third) life of the company. I want our products to keep speaking to the souls of our lovers, present and future. There is space for timeless time machines in our world. And we are the best at crafting those.