Sustainability was ingrained in Andre Bernheim long before it became a buzzword.
IN an industry that often equates prestige with excess, Andre Bernheim stands for something far rarer – restraint with conviction.
The second generation co-owner of Swiss watch brand Mondaine has little appetite for horological theatrics or inflated luxury narratives.
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Instead, he places faith in continuity, curiosity and environmental responsibility; values shaped over decades living with watches as enduring, functional companions.
“My brother Ronnie and I were raised with watches around us all the time,” he says, recalling the 20 over years they worked alongside their father and group founder Erwin Bernheim.
Not only did they learn the mechanics of watchmaking, but they also picked up the ethics of running a family business.
These principles shaped their stewardship and allowed the company − headquartered in Pfaffikon at Lake Zurich − to remain relevant in an ever-evolving industry.
Andre describes Mondaine’s brand identity succinctly: “It’s simplicity, minimalism, easy readability, recognisable design, and sustainable.”
The aim, he says, has always been to offer high-quality Swiss precision at a very attractive price level.
He is also very clear about what Mondaine is not.
“It was never our intention to be a high luxury watch brand, but rather, one that is liked by people for being timeless and affordable,” he states.
Mondaine produces all of its watches in a state-of-the-art factory in Biberist, which is 80% powered by solar energy.
Contrary to mass production brands, every watch is assembled by hand and robots are only used for certain supporting tasks.
This ensures every piece is quality controlled several times throughout the process.
“Swiss-made stands for quality and longevity.
“It’s an assurance that the watch and the brand will be there for a long time,” says Andre, who oversaw supply chain and product development from 1986 to 1999.
He served as CEO from 2002 until 2018 when he handed the reins to current CEO Niels Moller, but kept the sustainability, legal and board chairman position.
Sustainability was something ingrained in the Bernheims’ daily lives long before it became a buzzword.
They lived the 3Rs of “recycle, reuse and reduce” from young and subsequently, carried those sensibilities into the company’s product lines and operations long before concepts like upcycling or corporate social responsibility became buzzwords.
His father Erwin pioneered the world’s first solar-powered analogue wristwatch in 1971.
Mondaine also started using recycled metal for making new watch cases in the ’90s.
Besides the solar-powered factory, Mondaine also became CO2 neutral in 2020 through reforestation initiatives.
That same year, it launched a watch made of ocean waste plastic.
The Mondaine Essence collection launched in 2017, featuring cases and straps that are produced using a castor oil compound, is one of the most sustainable watch lines in the industry.
Over the years, the company also made straps made out of cork, cotton and other recycled materials, as well as gift boxes fashioned from discarded cardboard.
And where possible, components or products are transported by train rather than boat or air, to minimise emissions.
“We’re able to offer customers a good feeling when buying a Mondaine watch, as all emissions we have been creating are accounted for in a diligent, eco-balance sheet.
“We also want to show that if a small-to-medium sized family-owned company like ours can become CO2 neutral via the 3Rs and conscious efforts, it should also be possible for others to do the same for the sake of our planet and future generations.
“In absolute terms, only no watch is a good watch in terms of sustainability.
“The next best one is a watch from the Mondaine Group. And this, without paying a premium,” Andre says with pride.
Looking back on his time at the helm, he highlighted values like honesty, trust and staying committed to one’s beliefs as key pillars of success.
Equally important is a sense of curiousity, a willingness to take risks and embracing innovation.
These were the principles that their father lived by, and the sons continue by following his footsteps.
Such a mindset makes succession feel evolutionary rather than disruptive.
When different generations share the same values, change brings opportunity.
“We managed the company in our way, with our thoughts, our kind of innovation and the courage to change things where necessary,” says Andre.
In 2025, the company introduced the Doppio collection − named after the Italian term for a double shot of espresso − which features double indices and double hands.
“Obviously, everybody has got the coffee in mind and this can be seen in the design.
“But it’s also a reminder that many things in life are better multiplied.
“Having a partner is wonderful. You always need a counterpart and that’s the watch on your wrist,” he says.
While there have been countless innovations throughout its history, one of Mondaine’s most defining technical achievements was the Stop2Go mechanism in 2013.
It is derived directly from the famous Swiss Railway (SBB) station clock first created in 1944, where the second hand makes one full turn in 58.5 seconds.
It then stops for 1.5 seconds before the minute hand jumps one minute further and the second hand starts turning again.
This system was originally meant to synchronise all clocks across the country’s railway network, so trains could operate safely on single-track lines.
“Every tourist coming to Switzerland and passing through a train station today will see this clock that has become a symbol in itself.
“We rebuilt the exact same function for our wristwatches and clocks for homes and offices, among others,” says Andre.
“Owners would feel like they own a part of Switzerland’s iconic design.
“These are timepieces that run faster than the world and then wait a second for everyone to catch up,” he muses.
Despite the rising popularity of smartwatches today, Andre sees continued relevance for analogue timepieces.
The Mondaine brand now has about 100 different models, he says.
“While complex smartwatches can do almost everything today, it will never carry the emotions an analogue watch has.
“They are part of your lifestyle, an expression of your mood and the way you want to be seen.
“Even when they don’t work or if you don’t like it anymore, you will still keep it.
“You won’t have that emotional connection with a smartwatch.
“Besides, you won’t want to be chased by notifications all the time either,” Andre points out.
Looking forward, he remains confident in Mondaine’s potential, pointing to one instance when a journalist described it as one of the watch world’s “best-kept secrets”.
“This is typical Swiss, being modest, reliable and constant – just like our designs!” he adds.
Fifty years from now, Andre hopes Mondaine will still be seen worldwide as one that makes reliable, solid and affordable Swiss-made watches which tick with sustainability.
A timepiece which quietly removes all the emissions it creates, giving back more than it takes, measured in the long term.
