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"A watch is something you need to know," says de delacour.

As its slogan "Starting Tomorrow" suggests, the watchmaking brand de LaCour stands apart from most classic watch brands deeply influenced by haute horlogerie traditions. This Geneva-based brand interprets timekeeping with a bold, modern, and sometimes even futuristic perspective.

Founded in 2003 by friends Alfred Terzibachian and Louai Kuzbari, along with jewelry designer Pierre Koukjian, deLaCour aims to bring distinctive and exclusive pieces to the luxury watch market. Its iconic Bichrono watch, unveiled that same year at Baselworld, features an innovative tonneau-shaped design, dual time zone functionality, and is powered by two independent chronograph movements. The watch won second place in the Best Design category at the Grand Prix d'Horlogerie de Genève that year and the Unique Watch Design Award in Tokyo in 2004.

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