This 11-year-old’s buzz, which is rooted in her passion for watchmaking, received a huge media boost with almost a full-page article in the New York Times. A pool of 10 million subscribers thus received on September 8, 2022, a fresh wave of watchmaking with disarming naturalness..

Joël A. Grandjean, JSH Magazine & Swiss-Watch-Passport.ch editor’s in chief & publisher
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While her newest interview “Tékitoi” has just been posted on our Swiss Watch Passport, with her selfie with Bulgari Group CEO Jean-Christophe Babin as the main photo, Amandine keeps on making the buzz, feeding her Instagram account (watch_it_with_amandine). Indeed, times are changing to such an extent that the famous Philippe, a handsome man nicknamed PPDC, regularly gets invitations in his daughter’s name although his is a 20-year veteran of the sector! Sometimes he even has to “hustle” to fulfil his role as a chaperone.

From JSH to New York Times!

Don’t worry, faced with the phenomenon of a sudden, dazzling fame, caution remains de rigueur and the distance strictly maintained between the projected image and the lived situation. For Amandine remains a “normal” little girl who goes to school, applies herself, handles her smartphone with nimble skill, under the watchful eye of her well-supported parents.

The Swiss watchmaking journal JSH 1876 devoted a double-page spread to her in its ” Métiers ” section in June 2022, following her video appearance in the office of Aurel Bacs prior to a leading watch auction of the house Phillips. In September 2022, thanks to her New York Times feature, she has become the most unexpected ambassador of Swiss watchmaking excellence.

Spontaneous regenerescence – the new concept

Freshness is our fate! At a time when the convenient sclerosis of ” planned obsolescence ” seems to be taunting watchmaking with a lot of connected devices, here is born, almost inadvertently, the concept of ” spontaneous regenerescence “! Thank you Amandine…