Before one enters the Maurice de Mauriac atelier, watches are just watches. Afterwards, however, they are so much more: time-catchers, orchestrators of time, users of time and wasters of time. Maurice de Mauriac watches have a temperature, a scent, are vibrantly tactile, can be heard, are a veritable feast for the eyes and tell stories. In order for watches to become intense, sensual experiences, they need a space in which to unfold their sensuality – the Maurice de Mauriac atelier in the Tödistrasse 48 in Zurich.
The atelier is dominated by what Daniel Dreifuss refers to as “table university”. It is a special place, a space where people from all over the world, espresso, different materials, odd and unusual artefacts, devotional objects, Daniel Dreifuss, his sons, Massimo and Leonard, customers, friends, knowledge, experience, time and timepieces all come together. Here knowledge arises, is transferred, new ideas cultivated and finally where the soul of the Maurice de Mauriac brand and its watches are worked on.
Having a cosy espresso with 40,000 friends
The atmosphere is supremely relaxed. Sometimes Daniel Dreifuss sits there all alone and uses the time to let the new watches—which in a wonderful sense are bearers of time—just sink in. Sometimes words fly in all directions across the table, uttered by familiar faces. And at any given moment there are almost 40,000 customers and friends sitting in the “lecture halls of modernity” at the “table university” – omnipresent via social networks. At Maurice de Mauriac, the family responds to our digital friends and thereby brings them into the family via this contact.