Simone Bédat has spent her whole life in the watch industry. She largely contribute to the success of a major Swiss watch brand. Lead by passion she founded BEDAT & C° in 1996 with her son Christian. Simone Bédat represents the heritage of the Swiss watch industry and still manages the company as Chairman of the Board. In 1997, BEDAT & C° unveiled its first watch at the World Watch, Clock and Jewelry Show In Basel. The striking new designs, the Swiss origins and the personalities behind the brand made it an immediate success. By 1998, BEDAT & C° was ready to tackle the important, extremely competitive U.S. market. Beginning slowly in just eleven retail outlets the brand nonetheless received incredible attention. It wasn`t long before luxury retailers took note and began placing orders for the bold and beautiful BEDAT & C° watches. In December 2000, BEDAT & C° wisely formed an alliance with the Gucci Group wherein the Group purchased 85 percent of the brand. According to Christian Bedat, continuing Chief Executive Officer and Creative Director, "The alliance does not change the strategy or the dynamism of the brand. It simply gives us a great infrastructure in different countries around the world to grow to new heights. Remaining true to its founding philosophies, BEDAT & C° remains consistent with its product offerings and precision watchmaking. The brand`s four key collections are identied by number rather than names as part of both a global marketing strategy and as a demonstration of the brand`s unique tie to tracking time. In 2001, the No. 7 collection was the brightest star in the lineup. It was Christian Bedat`s intention to increase the men`s wristwatch perception. By adding some important technical timepieces to the collection with bolder, stronger appeal, Bedat hopes to bring the balance of men`s and women`s watches to an even 50/50 representation.