
Luc Perramond, CEO of Hermes Watch Company
Time is "quality," not "quantity"
Hermès has always emphasized the philosophy of time through its craftsmanship, technology, and innovation. It aims to create unique experiences that challenge traditional perceptions of time. Through the concept of “Time to Dream,†Hermès invites consumers to rethink their relationship with time—emphasizing quality over quantity, memories over mere minutes, and beauty over routine. Time, for Hermès, is about happiness, moments worth preserving, and the ability to control how we experience it. Whether it's a moment of joy or sorrow, the idea is to let people feel in control of their time, rather than being ruled by it.
How can time and space be suspended?
The first watch to embody the “Time to Dream†concept was the 2008 Cape Cod Grandes Heures. This complex mechanical timepiece introduced a new way of thinking about time, offering a dreamlike experience for the wearer. A few years later, in 2011, the Arceau Le Temps Suspendu took this idea further, allowing users to literally pause time. With a simple press of the button at 9 o’clock, the hour hand jumps to 12, and the calendar disappears, creating a moment of stillness. When the user presses again, everything returns to normal, and time resumes. It’s an elegant way to escape from the pressure of time and enjoy a brief, surreal moment.
This year, Hermès launched another innovative piece—the Dressage L’heure masquée. Designed over two years, this watch draws inspiration from ancient Chinese timepieces. Instead of showing all the hands, it only displays the minute hand, leaving the hour hand hidden. By pressing the crown, the hour hand appears, along with the second time zone window. Letting go of the button hides them again, creating a sense of mystery and poetic reflection. The idea is to give the wearer more freedom to interpret time, rather than just reading it. Unlike the Arceau Le Temps Suspendu, which pauses time, the Dressage L’heure masquée puts time on hold temporarily, offering a different kind of dream-like experience.
Earn time
For Hermès, time is not just about ticking away—it’s about meaningful connections. The brand believes that time should be experienced, not rushed. By giving craftsmen the time they need to perfect each watch, Hermès ensures every piece is a masterpiece. In our fast-paced world, the “Time to Dream†concept encourages people to slow down, enjoy the moment, and even find surprises in everyday life. The Dressage L’heure masquée, for example, only shows part of the time, inviting wearers to reflect on what they’ve done during the day. It’s a subtle reminder that time is something we can take back, not just lose. Rather than being slaves to time, we can choose how to live it—with quality, joy, and freedom. These watches are more than just timekeepers—they’re symbols of personal expression, allowing each person to define their own relationship with time.
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