London Popup

New swiss jewelry concept whets appetites in Bond St. Peek Preview.

An audacious newcomer overshadowed bond street’s traditional brands this week, capturing attention with a daring new approach.

Edelmont – a tightly held, secretive startup that has been fermenting in Geneva since 2019 – is the brainchild of industry veteran Cedric P. Berruex. Drawing on his experience in high quality Swiss manufacturing running production and supply chain for Piaget, M. Berruex developed the concept of integrating watch-type technology into jewelry design to enable a modular approach. Three years of intensive technological innovation and a couple of invention patents later, Edelmont SA is getting ready to soar.

This mix-and-match approach is a groundbreaking for fine jewelry. The preview invitees clearly enjoyed the “fun” factor and having creative control of how to curate the pieces they wore.

Cedric declared that that the secure mechanism of Edelmont’s signature Penta Lock™ (as the 4,5 mm solid gold clasp that allows modularity is called) allows complete freedom of use to the clients. “A lady may have a jewelry piece on her finger during the day and then have the same piece swinging on her neck at a cocktail party later that night – all with complete confidence.” In fact, Cedric confided that the brand’s initial designs had only scratched the surface of what was possible, and he expected a multi-decade runway of exploring and developing what this concept could mean for consumers.

Visitors seemingly enjoyed playing with jewelry and quickly picked up the mix and match aspect.

For the industry veterans in attendance, the benefits cascading from the modularity factor were clear. One brand representative gushed about how once a customer owned a link (the base), it is so easy to arouse the urge to add new amulets and play with the multiple combinations possible, offering themselves gifts, the Edelmont concept is so natural, simple and easy

All in all, the evening was a smashing successful for Edelmont, leaving us Jewelry-lovers eagerly anticipating the springtime launch of the maison’s first lines.

SLEEPY LEGACY BRANDS BEWARE, THE NEW COMPETITION IS AMBITIOUS AND AGILE! With innovators like this springing up, it’s clear that for the first time in a generation the global jewelry market is changing.