Bedat & Co: Luxury brand founded by a woman for women
In a time when the world was still recovering from the First World War came an art movement that would wield so much influence for generations to come — art deco, characterized by bold geometrical shapes and ornamentation — and then there were the influential people of the era as well, including Coco Chanel.
These two icons of the turn of the 20th century influenced Simone Bedat, founder of the Swiss luxury ladies brand Bedat & Co Geneve, so much that the watches have a distinct look and attitude that encompasses all collection since its founding.
“After a lifetime in the Swiss watch-making industry watching 50 percent of the world’s population being ignored, I decided to do something. Bedat & Co was that something; a luxury timepiece brand founded by a woman for women,” Simone Bédat once said.
Bedat director of creations Dino Modolo was in Manila recently to present its latest collections — luscious watches studded with diamonds and dripping of attitude and that Art Deco style of ornamentation on their faces.
Modolo explains that Simone Bedat was so enamored of Coco Chanel and all that she stood for. Perhaps it is a coincidence — or not — that Bedat’s collections carry numbers, hence No. 1, 2, 3, 7 and 8.
Each number corresponds to a philosophy or to an aesthetic principle and do not follow on from each other , thus the first Bedat & Co collection is not No. 1, which was created after No. 3 and No 7.
“At Bedat & Co, numbers are timeless.”
As for “Co.” in the brand name, it reflects the five centuries of horological mastery and traditional Swiss watchmaking.
Modolo relates that when Simon Bedat started the brand, she was a rare woman in the male-dominated Swiss watch industry, but she knew that to be successful, she had to gather the best Swiss craftsmen in order to deliver extraordinary designs.
“Her vision of a brand was itself highly unusual at the time — it would embody the needs, aspirations, and desires of women at its very core.”
“The superb attention to every detail during the crafting and design process brings each Bedat & Co timepiece poetic beauty as well as functionality that captivates every successful, independently minded cosmopolitan woman,” he says. “It is an extension of the brand DNA crafted from an intimate understanding of the way women feel. Bedat & Co channels the unique aesthetic vision and belief in reconciling comfort, emotion and function into a single entity for the wrist to captivate transformative women. This is very important, as Bedat & Co differentiates itself from the majority of the industry, which creates smaller-scale men’s watches and markets these for women. Bedat & Co, from its very conception, is dedicated to creating extraordinary designs unique to women.”
* * *
Bedat is exclusively available at Rustan’s Silver Vault, Rustan’s Makati, Rustan’s Shangri-La and Newport Mall.
