THE SQUAD

FROM PLAYGROUND ENCOUNTERS TO WATCH BUSINESS

Alexandre Bugnon and Jean Marc Bosque met in the playgrounds of Lignon and during their school journeys. Coming from the same neighborhood, they developed the same street values associated with their local environment.

After pursuing different educational paths, they reconnected through the watchmaking profession. Following numerous discussions, they decided to create a brand that would represent the turf universe that bind them and the wonderful childhood and adolescent mosaic of memories they cherish from life in their TURF, Le Lignon: sports activities, exploring the surroundings, playing in the garages, bike chases, watching horror movies on rainy days and swimming endlessly in the summer.

Alexandre and Jean Marc wanted also to express the resilience shaped by the harsh aspects of the streets, such as confrontations, challenges, and tests, governed by the ‘laws of the street,’ which also contributed to shaping the people the inhabitants of Lignon have become.

In a time where the internet phenomenon, increasingly intuitive and intrusive, infiltrates the daily lives of human beings, where the fusion between man and machine threatens human self-sufficiency, and where artificial intelligence and robotics are rapidly developing…

…Alexandre and Jean Marc conclude from their successful childhood that life should be “experimented and lived outside” and that the best school is “resourcefulness”.

So the Do Ir Yourself (DIY) concept was the right orientation to master skills and create a STREET MADE WATCH that illustrates all what friendship & brotherhood brings in life.

No private investors, no financial group; everything is created, developed, and manufactured independently and self-sufficiently.