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Branding

The Master of Complications

A Branding Case Study of Franck Muller

Sergio Galanti's avatar
Sergio Galanti
Feb 15, 2026
∙ Paid
From top left, clockwise: Aeternitas, Cintrée Curvex, Crazy Hours, Master Banker.

Brand Essence

When Franck Muller partnered with Armenian casemaker Vartan Sirmakes in 1991 to establish the brand that bears his name, he carried with him a conviction that bordered on heresy: that th…

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