The merging of craftsmanship and creativity can often result in some truly outstanding masterpieces. Take for instance the Primus collection, a new offering in the world of luxury houses by jewellery house, La Joie. Renowned for its gems and fine jewellery, the house helmed by Jean and Jessica Nasr, has now thrown its hat into the horology arena.
La Joie’s foray into the world of watches has been a long journey for co-founder Jean Nasr. The acclaimed gemmologist and designer’s entry is built on four decades of experience with the esteemed Mouawad family, where he developed a profound understanding of luxury timepieces and fine craftsmanship.
A Mergence Of Craftsmanship
The concept of the Primus collection is rooted in combining Swiss precision with the artistry of quality gemstones.
To bring the Primus collection to life, Nasr collaborated with Swiss watchmakers to bring his vision to life. The launch of La Joie has provided him with the platform to combine the precision of Swiss horology with the elegance of fine jewellery.
This curated Primus collection embodies precision, artistry, and exclusivity. Each timepiece is meticulously crafted, featuring quality gemstones carefully sourced by Nasr personally to adorn these masterpieces. The result is a testament to the perfect union of horology and gemmology – a true objets d’art.
La Joie exudes timeless elegance with its new watch collection.
“For decades, I have dedicated my life to uncovering the rarest and most exquisite gemstones, weaving their stories into timeless creations,” elaborates Nasr. “With this launch, La Joie brings this same spirit of discovery and craftsmanship to horology.”
Nasr stresses though that Primus is not merely a watch but a work of art. “It is a culmination of Swiss precision and the beauty of gemstones. Horology marks a new chapter in La Joie’s journey, blending tradition, innovation, and storytelling into something truly extraordinary.”
Distinctive Styles
The timepieces are powered by Swiss automatic movements, ensuring unparalleled precision and reliability.
La Joie offers the Primus collection with five distinctive dials – Mist, Twilight, Midnight, Dawn, and Dew. Each, according to the brand, is inspired by a unique moment in time. Mist captures the serene tranquillity of early mornings, its soft, monochromatic white dial evoking clarity and calm.
Twilight reflects the enchanting transition between day and night, with its deep blue tones symbolising mystery and allure. Midnight represents the quiet sophistication of the darkest hour, its bold black dial exuding timeless elegance.
Dawn on the hand celebrates the warmth and optimism of a new day, with gentle pink hues radiating energy and renewal, while Dew channels the vibrancy of first light, it’s refreshing green dial symbolising growth and vitality. Strap options include genuine alligator leather in shades of black, brown, green, and blue, as well as calf leather and rubber.
The collection is further elevated by two exclusive editions. The Club Edition exudes sophistication with a bezel adorned with dazzling diamonds, adding a touch of brilliance to the design. The Limited Edition offers a distinctive allure with straps crafted from luxurious crocodile-embossed calf leather, making it a truly refined choice for collectors and connoisseurs alike. Each model is powered by a Swiss automatic movement.
