Relationship between De Bethune and REUGE to expand technical vocabulary and savoir faire of Sainte-Croix-based masters of mechanical artistry
SAINTE-CROIX AND GENEVA, SWITZERLAND (February 2, 2023) – De Bethune takes great pride in announcing a majority investment in REUGE, the renowned producer of music automaton. De Bethune and Amr AlOtaishan, representative of the proprietor family and current CEO, confirm the signature of this alliance, under which De Bethune will acquire a majority position in the Reuge manufacture. Together, the two Sainte-Croix-based companies will expand their technical vocabulary, developing synergies to accelerate the renewal of art mechanics. The formal completion of the agreement will take place within the coming weeks.
La Mécanique d'Art Suisse can warmly thank Dr. Abdul Rahman AlOtaishan for his longstanding support of a unique Swiss expertise, recognized by UNESCO as an Intangible World Heritage. Amr AlOtaishan, will continue to be a steward of the brand, serving as a strategic advisor and member of the REUGE board.
Denis Flageollet, De Bethune co-founder and Master Watchmaker; Pierre Jacques, De Bethune CEO; Amr AlOtaishan, and the De Bethune team look forward to this new era in the creation of mechanical art.
With more than 155 years of expertise, REUGE manufactures pieces that are technically, acoustically, and aesthetically superlative. Combining the motion of an automaton with an exquisite sonority offers an unparalleled experience of the senses. Forward-thinking and innovation define REUGE just as much as its respect for traditional craftsmanship. The Brand relentlessly seeks new materials, original themes and groundbreaking acoustics, making way for the contemporary music boxes of the 21st century. REUGE’s ability to transform inanimate metal into emotion continues to enthrall those who seek a true work of art, reaching beyond fleeting trends.