Tocantes

When you run a watchmaking house, knowing the media and creator ecosystem that brings this world to life is not an option. It's a profession in itself. You spend time there, you make connections, most of which remain professional.
With Alexandre Lacharme, it quickly became something else.

Tocantes, his channel, has existed since 2019 and talks about watchmaking without the usual industry codes. That's already a reason to be interested in him. But that's not what made the difference.
Alex is primarily an entrepreneur. He built financial independence by buying and renting parking spaces, more than ninety today, and he turned it into a book, published by Eyrolles. He writes, he invests, he launches projects. Watches are a passion, but not his only field.

That's why our conversations have never been confined to the sole scope of watchmaking. We talk about movements and finishes, yes. We also talk about structuring, risk-taking, and what it costs to build something alone.

And it turns out that these conversations go well. The podcasts and long-form content we recorded together have consistently found their audience within the French-speaking watch community. Doubtless because we're not playing a role.
Working with Alex has remained a pleasure. Since 2026, he has been an official partner of the house.