FIVE TIME is the Swiss structure dedicated to the development, technical execution and future commercialisation of distinctive high-end horological projects conceived around a strong cultural and mechanical identity.
Based in Zug, FIVE TIME brings together the industrial, technical and commercial dimensions required to develop original mechanical watches in Switzerland. Its role is to coordinate the path from concept to engineering, prototyping, production and market introduction, working with specialised partners from the Swiss watchmaking ecosystem.
Technical feasibility, architecture, movement development, complications, display systems and integration are approached as a single coherent process.
The project is built around collaboration with independent specialists in movement development, cases, dials, finishing and high-end manufacturing.
FIVE TIME favours selective production, direct storytelling and a collector-oriented approach rather than an industrial volume strategy.
FIVE TIME is currently developing its first mechanical watch: an original creation conceived to offer a new expression of time while remaining deeply rooted in the tradition of Swiss fine watchmaking.
The first FIVE TIME creation is being developed around a distinctive horological concept whose identity will be revealed progressively. Its architecture, display and mechanical expression have been conceived as a whole, with one ambition: to create a watch that can be recognised by its idea before it is recognised by its name.
Development is underway in Switzerland with specialised horological expertise. For now, the essential elements of the watch remain deliberately confidential. The project will be unveiled step by step as it approaches its first physical expression.
The project is moving from vision toward reality through a confidential development process in Switzerland. Rather than disclose its technical answers before the watch exists, FIVE TIME is choosing to reveal the story progressively — the intention, the people, the craftsmanship and, ultimately, the object itself.
The watch is connected to a wider cultural initiative: the 12th Art, created to defend the recognition of watchmaking, jewellery, fine jewellery and goldsmithing as artistic disciplines in their own right.
The 12th Art initiative originates from a manifesto first deposited in France in 2011 and publicly developed from 2012 onward. Its ambition is to bring together the crafts of watchmaking, jewellery, fine jewellery and goldsmithing under a common cultural banner and to defend the idea that mastery of material, creative authorship and technical invention can constitute a form of artistic expression.
In 2025, InnovART was established in Luxembourg to structure and coordinate the initiative, its intellectual property, partnerships and future developments. The names 12e Art and 12th Art have since been registered for the relevant activities in Europe and Switzerland.
The first FIVE TIME creation is intended to become a tangible horological expression of this philosophy: an original project conceived in dialogue with the values defended by the 12th Art.
The 12th Art is conceived as a distinction recognising authentic knowledge, craftsmanship, creative identity and a genuine command of material. Its purpose is to give cultural visibility to disciplines that combine art, technique and transmission.
For FIVE TIME, this creates a direct bridge between the intellectual idea and the object: the watch becomes a demonstration of what the 12th Art seeks to defend.
In June 2026, independent luxury publication The Silent Luxury presented the 12th Art project and offered the first public account of the watch planned for 2027.
“The 12th Art Makes Its Case for Watchmaking as an Art.”
The article introduces the origins of the 12th Art, the creation of InnovART and the emergence of the Swiss horological project that will give the initiative its first watchmaking expression — while leaving the essential character of the future creation to be discovered.
Read the full article on The Silent Luxury ↗FIVE TIME · Zug · Switzerland
