“For a long time, I wished to launch my own brand. I wanted to create a new business model,
far removed from traditional marketing strategies, something totally original.
My goal was to create a new, ultra-high-end luxury segment within the high-end watch business,

and I was very eager to know what could come of it.“
Richard Mille

The fruition of decades of experience

For Richard Mille, this was not an impulsive decision quickly taken; it was the direct fruition of decades of experience gained by guiding diverse wristwatch and elite jewelry brands in the creation, management and development of a myriad of high profile projects. This deep fascination for technology, his expertise and personal passion for racing cars, the joy experienced in challenging the limits of speed on land, sea and air, combined with his extreme sensitivity to design and ergonomics, meant that no watch in existence at the time could ever really meet his expectations.