The Paris-based microbrand Beaubleu zeroed in on its signature design by replacing traditionally straight hands with circular ones, making their watches instantly recognisable. Founded in 2017 by automotive and luxury specialist Nicolas Ducoudert Pham, the brand is completely imagined, designed, and assembled in Paris. “Not being Swiss allows us to twist watchmaking codes. Also, because the design is a direct result of a way of life, we love playing on this Parisian flair that everyone loves hating,” says Adrien Degeorges, COO and Head of Brand.
Parisian flair may be the inspiration, but there is little to hate in Beaubleu watches. Drawing attention are the brand’s circular hands on the dial. Given that the circle is a fundamental element in space and design, the shape influenced the use of circular hands, which also offer a fresh perspective on how time can be perceived and experienced. “There’s real creativity behind them, but also a sense of finesse and ease that makes them naturally wearable. They tend to spark curiosity. Once on the wrist, people ask about them,” Degeorges adds. Reading time, though, follows the familiar pattern. Circular hands are implemented in all four collections introduced by the brand so far.
The brand recently launched its first shaped watch collection, Ecce Figura, which appears in a distinctive rectangular case with slightly curved corners, giving it a semi-octagonal silhouette. There are six references—Lys featuring a blush gold chiseled dial; Smalt and Onyx, with blue and black wax-stamped dials, respectively; Alba, incorporated with a white stamped dial displaying a railway minute track; and Sienna and Vesperal, with rose gold and silver dials, respectively, featuring applied indexes.
The idea for Ecce Figura developed “when Nicolas stumbled upon a box of old wax seals at a flea market—rectangular, graphic, and full of character,” says Degeorges. Measuring 39 mm x 30 mm, the 316L stainless-steel watches have a concave bezel, with alternating polished and brushed surfaces on the stepped-style design. The crown features the stamped Beaubleu logo of overlapping circles, and the watches are powered by the automatic Miyota 9015 movement that has a 42-hour power reserve. The closed casebacks can be engraved with a personal message; completing the watches is the interchangeable mesh-style bracelet. The Ecce Figura, like the other Beaubleu collections—Seconds Francaise, Ecce, and Archives—is a unisex one measuring 39 mm.
Notably, in this year’s GPHG longlist, the collection’s Alba has secured a place in the ‘Challenge’ category. However, this is not the brand’s first nomination. In 2024, the Seconde Française 19.24 White Ivory model from the Seconde Francaise collection made it to the ‘Challenge’ category, for being under a retail price not exceeding CHF 3,000.
Ecce Figura follows the 2023 Ecce line, the brand’s first permanent collection. It consists of three models—Vesperal, which comes with a brushed steel dial; Lys, featuring a polished rose-gold case and grained dial; and Smalt, incorporated with a blue double embossed dial. Arabic minute numerals replace hours on the dial and there is a round date window at 6 o’clock. The design codes and movement remain the same as the Ecce Figura collection. The mesh-style steel bracelet is also an integral part of the line.
Highlighting the French je ne se quoi is the Seconde Française collection and its flying seconds hand on a grained sector dial with pad-printed railway track minutes. The flying or floating second hand is achieved by setting it on the central axis of a transparent support, which is positioned above the dial. It is this disc, on which the hand is fixed, which turns. There are also flamed blue circular hour (small) and minute (large) hands. Another interesting design detail is a crown at 3 o’clock that nestles in the case and is visible by turning the watch over. The watch is driven by the automatic movement made by France Ebauches (property of the Festina Group), assembled in France, providing a 46-hour power reserve. The collection is divided into two: 19.24, consisting of four watches, and 20.24, featuring two watches, distinguished by an embossed monochromatic dial in pearl grey and salmon. All the watches are a limited edition of 888 pieces each.
Currently, the brand is not looking at developing its movement. “We use reliable and perfectly suited movements in what we’re building. The relationship with our partners works well, and to be honest, people don’t necessarily look to Beaubleu for high technical watchmaking. It’s more about design, vision, and experience,” explained Degeorges. Watches in the Ecce Figura and Ecce collection start at €742, while the Seconde Francaise watches are priced €1,242 onwards, a very competitive price range for the design-forward timepieces. Prices may vary depending on the customisations. Degeorges reveals that there is much in the works at Beaubleu, including a new limited-edition collection planned for early 2026, along with several side projects aimed at expanding the universe and deepening the brand ecosystem. At the same time, present collections continue to thrive, reflecting the brand’s appeal and expressive design. The brand is now available to buy in India via The Watch Lab.
Images: Courtesy Brand
This story first appeared in WatchTime India Watches for Women 2026 issue
