Established two years ago by Jean-Claude Biver and his son Pierre, Biver has just named the first outsider to its management ranks with James Marks as chief executive officer. The longtime head of Phillips Perpetual, the auctioneer’s watch boutique headquartered in London, Mr Marks is now based in Zurich for his new role; he remains a consultant to Phillips. (Pictured above, from left: James Marks, Jean-Claude and Pierre Biver.)

Now 74 years old, the inimitable Jean-Claude Biver is something of an industry legend for having resurrected Blancpain and Hublot, but his eponymous brand is the first venture that is his own. Or more specifically, a Biver family affair: his youngest son Pierre, who is turning 25 this year, was cofounder of the brand. Mr Marks, who is 44 years old, will both help lead the brand as well as manage the transition from one generation of Bivers to the next.

The movement of the one-off Biver Catharsis Minute Repeater Carillon

Mr Marks is a longtime watch enthusiast who was a fund manager before he joined the watch industry six years ago. Soon after he set up Perpetual, a then-novel concept for an auction house where watches were available for sale year-round and not only during auction season. One of his earliest hires was Pierre Biver as an intern.

Both an industry insider and outsider, Mr Marks is expected to bring a new perspective to Biver. Although the brand has only sold a few dozen watches to date, it has garnered volumes of praise and criticism beyond its scale due to prominent personalities behind it. Praise for the appreciably high level of finishing and construction across the watch, and criticism for the design, which has been a mixed bag to date.

[Editor’s note: As an aside, I have worked with Mr Marks on several occasions at Perpetual, as a buyer, seller, and participant in events. I don’t know if he can design a watch, but I know he’s a straight shooter and someone I would do business with.]