Sublimer l’héritage sans le figer

« AWAKE is a distillation of passion and philosophy, embodied in the instrument that symbolises our personal relationship with time and the meaning we choose to give it. Each watch is crafted to push the boundaries of modern watchmaking and spark emotion in enthusiasts and collectors across the globe. »

Francéclat is committed to promoting the creativity, craftsmanship and excellence of French timepiece, jewellery and tableware brands. These brands owe their success to the people who guide, shape and inspire them behind the scenes. To celebrate their valuable contribution, we are hosting a series of interviews that share insights from brand leaders.

Since its creation by Lilian Thibault, AWAKE has upheld a pioneering vision of watchmaking an invitation to contemplate the beauty around us, whether shaped by nature or by human hands. Every watch represents a meeting point between innovation, craftsmanship and emotion, designed to express time with meaning and passion.

If you had to describe your brand in three key words, which would you choose?

• Ancestral crafts: A unique initiative to revive and modernise ancestral artistic crafts and forgotten national treasures from across the world.
• Creativity: A fresh, bolder and more contemporary approach to exceptional craftsmanship.
• Innovation: Bringing a modern dimension that elevates and pays tribute to the artisan’s work.

To reveal the beauty of the world through the object that symbolises time, AWAKE has embarked on a singular mission: to revitalise and reinterpret ancestral crafts and forgotten cultural treasures. It is a poetic, inspiring vision that stands in contrast to the frenetic pace of our age.

What is your personal relationship with watchmaking?

A watch is a symbol of time’s relentless flow a reminder of life’s impermanence and the need to use our time meaningfully. As a lover of Métiers d’Art and handmade work, I also see the watch as one of the finest expressions of what humans can achieve through passion and precision. My mission is to transmit that beauty and poetry through our collections.

Is there a personal story that shaped your journey into watchmaking?

The birth of my children was a turning point. It made me question the world we would one day pass on to them.
That reflection inspired the name AWAKE: awakening consciousness to humanity’s collective heritage our shared cultural legacy, admired and worth preserving.

The brand’s philosophy is deeply rooted in this idea: giving meaning back to time through the object that embodies it.

Have you recently introduced innovations (design, materials or techniques)?

Yes, in several ways.
Beyond the unprecedented Métiers d’Art we bring into watchmaking, we have developed our own luminous signature based on a dual-layer construction for our hour markers and hands—a completely new architectural approach within the industry.

It has generated a lot of attention and has since become a defining feature of our design DNA one that no other brand has replicated to date.

How do you approach international development?

With ambition but in a highly targeted way.
Our two leading markets are now the United States and Japan, where collectors are particularly attuned to our artistic approach. We are also accelerating our presence in Asia (Singapore), the Middle East and Canada through a balanced mix of local partnerships, attendance at specialised fairs, and a global e-commerce experience.

What are the brand’s key projects and priorities for 2025–2026?

We are relentlessly developing new Métiers d’Art and new techniques to deliver a truly distinctive value proposition—combining aesthetic ambition, watchmaking quality, artisanal expertise and pure emotion.
We continue to build global brand awareness by selectively expanding our retailer network and participating in major watchmaking fairs to meet enthusiasts from around the world.

What is your long-term ambition for AWAKE?

To keep surprising while staying true to what defines us:

• Reinterpreting traditional Métiers d’Art and anchoring them in contemporary culture.
• Offering the most compelling blend of value and emotion within our price segment.

And above all, becoming a lasting independent maison, celebrated for the singularity of its aesthetics and its meaningful approach to time.