Armin Strom, founded in 1967 by the eponymous watchmaker, was bought by Serge Michel’s family in 2006. Serge Michel graduated from a hotel management school in 2002 and worked in a number of luxury hotels abroad before changing direction, working as a PR consultant and subsequently a lecturer in marketing. He is currently CEO of Armin Strom, managing the company alongside Claude Greisler who, like Michel, was born in 1978.
Claude Greisler became fascinated with watches as a child, thanks to the influence of his grandparents, who worked in the industry. He trained at the Solothurn watchmaking school and the CIFOM technical college in Le Locle, restoring old movements and designing and building watches. In 2003 Claude Greisler joined Christophe Claret as a watch builder and in 2006 he become head of watch design at Armin Strom. He was made its director in 2012.