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Guillaume Laidet’s watch-industry work spans a brand he founded, heritage names he helped revive, a consultancy role, and a contemporary collaboration. He founded William L. 1985, helped relaunch Nivada Grenchen and Excelsior Park, advised Vulcain on brand strategy and collections, and co-created SpaceOne with watchmaker Théo Auffret. Those roles are different; the available sources do not establish that Laidet owns or currently runs every brand.
Which watch brands are associated with Guillaume Laidet?
The clearest way to understand Laidet’s portfolio is by his role in each venture, rather than treating every connection as ownership. The table summarizes the relationships described in interviews, brand histories and company materials.
| Brand | Laidet’s documented connection | What distinguishes it |
|---|---|---|
| William L. 1985 | Founded the brand; later said he sold it to Korius Group | Vintage-inspired watches, including chronographs |
| Nivada Grenchen | Named by the brand, alongside Rémi Chabrat, as part of its 2018 relaunch | Modern production drawing on historic models such as Chronomaster, Antarctic and Depthmaster |
| Excelsior Park | Laidet said he bought the name and archive with a French business partner at Korius Group | Revived through re-editions of classic chronographs |
| Vulcain | Laidet described his role as a consultant on brand strategy and collections | Heritage models include the Cricket alarm watch and Nautical |
| SpaceOne | Co-created with independent watchmaker Théo Auffret | A contemporary, space-age-inspired watch project |
These descriptions reflect what the companies and interview sources say about the relationships; they are not a uniform statement of current legal ownership or management.
William L. 1985: Laidet’s first brand
Laidet said he left Jaeger-LeCoultre in 2015 and launched William L. 1985, a vintage-inspired watch brand. In interviews, he traced the idea to a chronograph that had belonged to his great-uncle and that he restored. He later said he sold the brand to Korius Group. The origin story and sale are Laidet’s account, and his connection to William L. 1985 is best understood as a former venture rather than evidence of a current operating role. Gear Patrol interview; Watchonista interview
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Nivada Grenchen: a heritage revival
Nivada Grenchen’s own history says the brand began in Grenchen in 1926. It says the company expanded into the United States through a partnership with Croton, adopted the Nivada Grenchen name in 1958 after a dispute with Movado, and later declined during the quartz crisis. According to that account, falling demand contributed to the closure of its Solothurn production facilities in the late 1970s. These are the brand’s published historical claims, not independent adjudications. Nivada Grenchen history
The brand dates its relaunch by Laidet and Rémi Chabrat to 2018, describing the approach as faithful reissues made with modern manufacturing techniques. The Chronomaster, Antarctic and Depthmaster were among the first revived models. Nivada’s current history page also presents F77 as one of its collections, but a historical mention does not confirm that every past variant remains available. Nivada Grenchen history
Rank #2
Historic names, contemporary watches
Nivada’s models link the revival to specific points in the company’s past. Its centenary page identifies the Chronomaster Aviator Sea Diver as a 1961 model, the Depthomatic as a 1964 model, the Depthmaster as a 1965 model, and the F77 as a late-1970s design. The brand says it is celebrating 100 years in 2026 and preparing a commemorative book. Nivada Grenchen centenary page
The result is a modern collection organized around recognizable historical designs and names—not a claim that today’s watches are unchanged products from the original production era.
Excelsior Park: chronograph re-editions
In a 2022 interview, Laidet said Excelsior Park had interested him as a vintage-watch enthusiast, and that the name and archive were held by Tourneau Group before he bought them. He said he and his French business partner at Korius Group started with re-editions of classic Excelsior Park chronographs. He also recalled the historic company supplying movements to Zenith, Girard-Perregaux and Gallet; that account concerns the brand’s past, not current movement production. Watchonista interview
The interview documents Laidet’s account of the revival, but does not establish present ownership or the current catalogue status of Excelsior Park.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Vulcain: consultancy on strategy and collections
Laidet told Watchonista that he approached Vulcain’s Luxembourg-based owners and worked as a consultant to help shape the brand strategy and revamp its collections through re-editions. He named the Cricket alarm watch, Nautical and a Real Madrid monopusher chronograph as planned releases at the time of that interview. Those plans are historical interview details, not confirmation that the same versions are currently on sale. Later reporting continues to associate Laidet with Vulcain’s revival, but the available accounts do not establish a current title, contract or ownership interest. Watchonista interview; Watchonista report
SpaceOne: from Argon to a collaboration with Théo Auffret
The Watch Observer reported in May 2023 that Laidet had co-founded a watch project called Argon. A 2024 update identified SpaceOne as the project’s new name. A September 2026 interview describes SpaceOne as a contemporary project co-created by Laidet and independent watchmaker Théo Auffret. The Watch Observer report; The Watch Observer update; Watchonista interview
SpaceOne differs from the heritage revivals: its identity is framed around contemporary, space-age-inspired design. For its first collection, the official brand page specifies a Swiss automatic movement, sapphire elements, 22 mm lug width and three-bar water resistance. It says the watches are assembled in France and offered in limited editions in stainless steel, titanium and forged carbon. Those specifications apply to the first collection described on the brand page, not necessarily to every later release. SpaceOne Watches
Why “brands he owns” is not a reliable summary
The sources support several distinct descriptions: Laidet founded William L. 1985 and later said he sold it; Nivada Grenchen credits him and Rémi Chabrat with its relaunch; he described buying Excelsior Park’s name and archive with a Korius Group partner; he characterized his Vulcain work as consultancy; and SpaceOne is a collaboration with Auffret. The evidence does not settle current ownership or formal roles across all five brands. For a precise account, use the role attached to each company rather than calling Laidet the owner or chief executive of the entire group.
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