The sense of humour of Alexander Jean Jacques Peraldi, Design Director of the legendary Swiss watch company Baume & Mercier, is well-known with his fellow professionals. "Happy are those who know how to laugh" – these words reflect his credo. He used to work with famous brands like Cartier and Yves Saint Laurent. His fine taste, incredibly powerful imagination and unconventional looks make him one of the most interesting designers and people of the modern watch and jewellery industry.
– How did you take up design, Alexander?
- Even as a small child I used to be attracted by this sphere. I always liked to draw and make different things, functional and not-so-functional, too. Later studying arts naturally brought me to design where I now find an opportunity to apply my love of drawing but most of all – of all things useful and convenient.
– What are your main design principles?
- The most important thing for me is to work on aesthetics and at the same time not to forget about the ergonomics, functionality and affordable price.
– Do you have favourite artists or art schools?
- My all-time-favourite artists are Leonardo da Vinci, a man of genius, and Jackson Pollock.
– What helps you to create Baume&Mercier collections, where does your inspiration come from?
- The sources of inspiration are all around: nature, architecture, car design, fashion and furniture. Even a movie I’ve seen or some culinary creation may inspire ideas and brilliant concepts.
– Tell us about your team that works at the design studio, about how they cooperate with other departments at Baume&Mercier.
- The schedule of our studio is defining when creating models. It is all based on team work, with participation of marketing and production departments. Working closely together we understand that this approach is right. Because when we start working on a new model we must first take into account the marketologists’ advice (price range, materials, types and so on). But at the same time we shouldn’t forget the technical details that production involves. Each project is constantly developing. We have no problems working together. On the contrary, together we find better solutions that provide a perfect balance of aesthetics, quality and price for our pieces.
– Did you yourself decorate your house and design the interior?
- Partly, because my wife also takes part in designing the interior. We have similar tastes and usually agree when choosing furniture, materials and colours.
– Please describe your typical day.
- My day begins at 7 a.m. Often a wax model waits to be finished on our 3D printer. Then, before having the first (of many) cup of coffee, I run through my mail. During the day I have lots of things to do, like sketching new models or their variations, brainstorming, discussing the results with our two draftswomen, discussing other things like demonstration materials and etc. I always look forward to the lunch break and am especially fond of desserts at our company restaurant (we’re lucky to have an excellent pastry cook!). It gives me energy which is enough until the evening – I leave the office at 7 p.m.
– Your style in clothes is pretty unconventional…
– Suppose so… I’d define it as the style of a “cool guy”, informal. Several years ago, when I couldn’t find a suit original enough for me, I tried wearing a skirt. Since then I’ve been wearing skirts almost every day. I have around 20 of them in my wardrobe. They’ve been mostly designed by me and sown by a talented and imaginative dressmaker. A skirt reflects my professional attitude: comfort, aesthetics, functionality.
– Does the fact that you work in luxury sphere correspond with your life philosophy?
– Sure. Luxury is something one gets used to easily. For me it means that I expect the highest quality in everything and take it to heart. It’s very difficult for me to come to terms with the fact that the thing is made offhandedly or roughly.
– Are your growing sons Rodrique and Ferdinand also into design, like their famous dad?
- Both boys are interested in design in general, but differently. The younger son really likes fine things and pays great attention to his own looks. As for the elder, he is less concerned with the look of surrounding objects, but he can draw for hours and can’t stand it when the drawing isn’t good. They both definitely inherited my interest in design.
– What are your hobbies?
- Kendo, of course (Japanese martial art of fencing using bamboo swords – auth.). But unfortunately I don’t have enough time to practice as often as I’d want to. Kendo is a great art and I even manage to take pleasure from always being only a beginner. I also like high mountains, when you realize how small you are… Mountains are a perfect place to recharge your batteries for new achievements.
– Do you have a tradition of family holidays?
- Because I see my children only at dinner during the week, I spend most of my weekends with them. We go camping or ride mountain bikes; I often play squash with my elder son. Besides, we often have a lively dinner with parents of our children’s school buddies who became our good friends. Twenty kids and a dozen of adults – these dinners are a wonderful way to relax.
Natalia Andrianova
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