Tom van Wijlick, an emerging force in the watch industry, shares his journey from an IT entrepreneur to the founder of two successful watch brands, Lebois & Co and Airain. With a passion for horology ignited by his childhood Swatch, van Wijlick has set out to revitalize legacy watch brands that have historical significance while appealing to today’s watch enthusiasts.
Van Wijlick’s journey into the world of watches began when he unearthed his first Swatch. Inspired by the joy he saw in others with these timepieces, he transitioned from running a small IT company to trading watches in 2012. “Seeing the joy a beautiful timepiece brought to people quickly became my motivation,” he recalls.
His foray into brand-making started alongside his cousin with the launch of an online boutique for Gérald Clerc in 2013. Recognizing the growing potential within the watch sector, van Wijlick sought to create a brand that could capture the hearts of collectors and enthusiasts. The revival of Lebois & Co—once a defunct name—was the pivotal moment that marked the beginning of this new chapter.
In 2020, van Wijlick acquired Airain, a brand with military roots connected to the French Army. “Lebois is the more elegant of the two, known for chronographs and chronometers, while Airain focuses on utilitarian designs, particularly in aviation,” he explains, emphasizing how each brand complements the other.
With the successful launch of the Heritage Chronograph, van Wijlick is now focused on expanding this collection with both historically inspired models and contemporary designs. He aims to capture wider consumer interest by combining quality and authenticity at a fair price point.
Van Wijlick teases that new models are on the horizon. “We are currently working on the final touches… collectors and enthusiasts won’t have to wait much longer,” he assures.
As consumer demand surges for authentic and independent brands, van Wijlick observes a shift in the market. “More and more people are becoming interested in lesser-known brands,” he points out. The digital landscape has granted these brands greater visibility, making it easier for consumers to discover unique offerings.
Even amidst global competition, Swiss provenance retains its prestigious status. With a commitment to manufacturing in Switzerland, van Wijlick reinforces the brand’s dedication to quality and craftsmanship that collectors expect.
The brands are currently experiencing notable traction in Europe and Asia, with plans for a press event in Milan aimed at enhancing their presence in Italy, a critical market for luxury watches.
In addition to expansion in established markets, van Wijlick is eyeing opportunities in regions like Australia and Mexico. “Lebois & Co and Airain have a lot of potential beyond our current core regions,” he states, highlighting the growing global enthusiasm for niche brands.
As Tom van Wijlick continues to innovate within the watch industry, his vision signifies a positive shift for heritage brands striving to resonate with modern consumers. The blend of tradition and contemporary appeal may well redefine consumer trends in the luxury watch sector.
1. What inspired Tom van Wijlick to enter the watch industry?
His passion for watches began with a childhood Swatch and evolved into a career after he saw the joy these timepieces brought to others.
2. What sets Lebois & Co and Airain apart?
Lebois & Co focuses on elegant designs and chronographs, while Airain draws from its military aviation roots, providing a more utilitarian aesthetic.
3. How are the brands planning to expand in the future?
The brands aim to grow their presence in key markets like Italy, while exploring opportunities in new regions like Australia and Mexico, which offer significant potential for niche brands.
