Sometimes, It Feels Wrong to Publicize Bienne

Made in Bienne stemmed from a mix of candid enthusiasm and a sense of injustice. Injustice because when you talk to watch people around the globe, how many will answer Bienne, or Biel, when asked about the world capital of watchmaking? Geneva, primarily, or even Le Locle, La Chaux-de-fonds (for those who can pronounce it) and the Vallée-de-Joux will be much more common answers. As we say in French, I wanted to humbly contribute to remettre les points sur les i – literally: “put the dot back on the i”.