Pearlsydiam - Geneva Time Exhibition

REUGE
STAND K20
www.reuge.com
Reuge, a dynasty dedicated to the mechanical music
The Swiss watchmaker Charles Reuge started making watches fitted with musical
movements in 1865.
His son Albert opened a music box workshop in
Sainte Croix in 1885. A dynasty was born and was
lead by Guido Reuge for more than sixty years.
Since 2001 the new management main strategy is
to modernize the product range – whilst conserving
the traditional music boxes – and create a very
selective distribution network.
REUGE is currently the world leader in manufacturing
luxury music boxes worldwide, some of which can
be compared to the great intricacy found in clock
and watchmaking. Tradition and modernity REUGE
philosophy can be summarised in a few words:
manufacturing, a tradition of quality, exclusivity,
modernity and creativity.
REUGE is the only company in the world still
proficient in the delicate manufacture of luxury
music boxes, singing birds and musical watches,
demonstrated in the traditional “1865” collection
as well as the more contemporary “Lounge” and
“Studio” lines. The route taken by the new team
92 - GENEVA TIME EXHIBITION 2011
heading the company starts from a source rich in
tradition - clearly expressed by the slogan «The
Art of Mechanical Music» - and looks towards
the future with the aim of steering the company
into the modern era that will guarantee its future
prospects.
REUGE’s challenge is an ambitious one: thrust the
music box back into the spotlight and give it the
strong and poignant image of an exclusive gift, of
a decorative object. The music box is becoming
an object that appeals to the senses, a true
mechanical musical instrument.
At the dawn of the 21st century, the Swiss REUGE
Manufacture’s challenge is to revolutionise the
image of the music box, to award it the status
and to attract collectors using its more traditional
articles housed in sublime cases with precious
wood inlays, but it is also to appeal to younger
customers using more modern designs.