Seconde/Seconde

Up until a few weeks ago, I’d never heard of that name. Then I kept coming across Seconde/Seconde being mentioned in podcasts and in some written media. So I had to see what all fuss was about.

Seconde/Seconde is the pseudonym of Romaric Andre, the watch world’s beloved trickster. With a flair for creativity, he transforms vintage timepieces into clever and humorous designs that comment on cultural events and evoke laughter.

Romaric spent a decade co-founding a startup that merged electronic devices with high-end horology. Sadly, the venture did not achieve profitability, and in 2015, the company had to close its doors. This experience left Romaric feeling disheartened, lost, and lacking confidence in his entrepreneurial abilities. However, he remained passionate about the watch industry and wanted to create something on his own, free from the need to raise substantial funds. Thus, the idea of purchasing vintage watches and giving them a playful twist seemed feasible and exciting. Embracing the possibility of controversy, Romaric embraced his unique approach and in 2018 he began working under the brand Seconde/Seconde.

Romaric understands that what he creates is not for everyone, and that is precisely what he embraces. He is content to cultivate his unique garden outside the bustling Main Street, appealing to those who appreciate the charm and wit of his “funny timepieces.”

In this way, Seconde/Seconde continues to be an expression of Romaric’s creativity and humor, adding a delightful touch of satire to the watch world while carving out his distinctive path within the horological universe.

As a vintage watch collector and nerd, I think it’s absolute genius. The simplistic ideas and design are just brilliant, so eye catching and will make you smile for sure. Although they may some purists who may turn their noses up, Romaric is turning the watch industry on its head and I love it.

These aren’t just homemade hands made in his back room. He wanted the best and found a hand manufacture in the French Jura. The family run business has been making hands for over 4 generations, since 1907.
Each design has to be carefully created and manufactured within strict tolerances. The hands mass, balance and inertia have to be calculated so as not to damaged the movement. For each caliber, the length and diameter of the watch hand tube needs to be machined, often working in tolerances of +/- 3 microns. There is definitely no guesswork here, it’s a strict science and one that Romaric and the hand-maker stick to with rigour.

Romaric had his light bulb moment whilst working on a vintage “Champagne dialled Chronograph Suisse”. He visualised it with the chrono seconds hand painted pure white. In his mind it all worked, the stark crisp white second hand against the almost rusted patinaed dial. He felt he was on to something.
From the initial design process, the hands are made in small batches of 10 – 30 pieces. He likes to have his own freedom for design, as the more outside influence, the less useful and excited he is. Romaric feels he has to maintain his “Diva” approach, otherwise he’ll end up diluting he’s signature work. The process is to deconstruct  what’s already in place, like a street artist. Thus interacting with an existing ecosystem and seeing what works best.

Although Romaric is not necessarily and advocate for “fun in watches”, he’s heart is in the field of research, innovation and finding new and exciting styles and at times failing. But its in your failure, you learn the most.
Bamford and Isotope gave Romaric the freedom the play with their brand names, almost Scrabble like. From Bamford came “Bad Form” and Isotope “Otopsie”. Both designs just make you smile and evoke a reaction, which is what it’s all about.

So whats next for Seconde/Seconde? With several upcoming opportunities ahead, Romaric has no idea what doors may open. What is sure though is he will keep doing what he does best. Personally I cant wait to see whats next, its such a simple idea, mixing the old with the new and although so hard to get right our French “King Midas” Romaric keeps turning out pure gold!