Like Phoenix from the ashes - the astonishing rebirth of Minerva SA, Villeret |
by Magnus Bosse, May 2005 |
Part
1 |
1.
Introduction |
There
was a sphere of mysticism and silence around Minerva since the Freys left.
Harsh reactions on the internet fora made the new owners to resort to
a status of 'splendid isolation'. Almost no informations reached the outside,
the old retailers network nearly disappeared, and there were only rumors
about new watches, improved movements - and, always, these incredible
prices... I have to admit I had previously contact with 'new' Minerva, namely to Demetrio Cabiddu, whom I asked for spare parts which I needed for an own watch project based on a vintage Minerva movement (I will not provide you with any further info on that project at the time being ;-)). Mr. Cabiddu always answered very quickly, with a most helpful attitude, provided me with the parts I requested and gave even technical and historical advice for my project - is this, so I asked myself, the typical attitude of people only trying to make money? My interest grew... Then, suddenly, there was a certain, small time-slot free of any other obligations in early February, and I decided to meet my fate and contacted Minerva with a request for a visit. To my delight they were ready to accept me as a visitor, and allocated 90min for my visit, but included the prohibition to take pictures. Well, the first obstacles were overcome, which made me quite happy and positive considering the experience the company made with the watch enthusiasts community. My train to Villeret left Zurich at 9 o'clock in the morning on a very beautiful, sunny day... |
Entering
Minerva SA, Villeret: From the outside, nearly nothing changed except
the Minerva sign at the main entrance. The whole premise still exhibited
the same innocent atmosphere as if no turmoil ever happened inside. Silence
breathed through the village and also around the manufacture. No luxury
cars outside, not even an own parking lot. I was welcome by Ms. Huguenin and quickly introduced to Minerva's CEO, Mr. Menaldo (image below, background), the sales manager, Mr. Villiers, and Mr. Cabiddu, the head of the technical department (image below, foreground). On the way to the meeting room, I could catch a few glimpses into some workshops - many rooms empty or under reconstruction, some filled with state-of-the-art toolings, some with vintage ones, other ones with apparently old spare parts. At least, here seems to be a real manufacture still in operation. A comfortable feeling embraced me. Not unexpectedly, I was asked by Mr. Menaldo to explain my mission. A certain frustration about the discussions on Minerva amongst watch aficionados on the internet in the recent years left a reluctance towards any representative of these fora. Obviously, I managed to overcome this inhibitions, and in the end, my visit lasted not only 90min, but nearly 300min, I was allowed to take any pictures (well, nearly any to be precise, as no manufacture understandably would allow to take pics of early prototypes) I wanted, and Mr. Menaldo even was ready to give me a highly interesting interview (don't miss it, it is at the end of my article!)! |
I have
to admit that I'm truely smitten by the way the Minerva watches are
created now. This is finest watchmaking at its best, which combines
true handwork (to an extend rarely seen even in the highest regarded
manufactures!) where it serves to confer an atmosphere of best craftsmanship
and individual personality to each single watch, and newest computer-based
CAD-design- and CNC-aided production technologies to ensure utmost precision. |