Serge Michel is a Swiss entrepreneur and the driving force behind the modern revitalization of Armin Strom, an independent watch manufacture based in Biel/Bienne, Switzerland. Born in 1978 in the town of Burgdorf, Michel’s connection to horology began in his youth, where he grew up fascinated by the work of the legendary watchmaker Armin Strom, a local figure renowned for his expertise in hand-skeletonization.
Michel’s professional background is rooted in marketing and business strategy. He pursued formal studies in marketing, a discipline that would later prove essential in transitioning Armin Strom from a niche artisanal workshop into a globally recognized manufacture. In 2006, when Mr. Armin Strom sought a successor to carry on his legacy, Michel seized the opportunity to acquire the brand. He partnered with his childhood friend, master watchmaker Claude Greisler, to realize a shared vision of creating a vertically integrated manufacture capable of producing its own movements and components.
Under Michel’s leadership as founder and CEO, the company inaugurated its manufacture in 2009. His strategic direction has focused on “transparent mechanics,” a design philosophy where the intricate workings of the movement are exposed and celebrated as the primary aesthetic of the timepiece. This approach has led to significant horological breakthroughs, most notably the development of resonance technology and the Mirrored Force Resonance collection.
Beyond the watch industry, Michel is a prominent figure in Swiss cultural life. He is a co-owner of the Gurtenfestival, a major annual open-air music festival in Bern, a role he took on to ensure the event’s continued existence. His personal interests include global travel, fine wine collecting, and a passion for performance cars, specifically his Mustang Shelby GT350.
Serge Michel remains a central figure in the independent watchmaking scene, emphasizing a business model built on product excellence and technical innovation rather than aggressive marketing. He continues to lead Armin Strom alongside Greisler, maintaining the brand’s unique identity through a blend of traditional Swiss-German craftsmanship and modern engineering.