Philosophy

A time for woman

"Every woman should own a Delance."
These words, coming form the owner of Delance Swiss Watches, French-born Giselle Rufer, may seem like a direct approach to marketing, but the bottom line for her is more than just a number.

She continues: "My dream was to create a masterpiece, a taliswoman, to symbolize the power of femininity, to say that now is a time for women."

Her approach is assiduous, like her ideology, not pausing to contemplate the question: " What does Delance mean to you?" Asking Giselle Rufer what Delance means is like asking Freud what a dream means. The answer is not so much convoluted as it is full of symbols that, in a sense, substitute for language.

A deep personal meaning

More than a timepiece, Giselle Rufer's intention for Delance is to be an emblem of the infinite possibilities for women, including their fortitude and power and the feminine instinct for harmony. "Every woman can't own a Delance but every woman should aspire to own one. I feel what you are," Giselle Rufer asserts. Ironically, it is named after a man, Giselle Rufer's father. But this seemingly incongruous appellation is, in actuality, a perfect balance for the very harmony Giselle Rufer attributes to women: the balance between the relationship of the sexes, the importance of men's roles in the lives of women - like the father. Each component of a Delance watch has meaning, from the case to the cabochon, signifying Giselle Rufer's philosophical perspectives.

Creating a "taliswoman"

Giselle Rufer's dream of creating an icon, a taliswoman, that is known throughout the world as an international sign of femininity and harmony is certainly no minor ambition, but like other feminist auspices such as "Rosie the Riveter" or Joan of Arc, they are immortalized because their philosophy is timeless despite the social climate of the day. Giselle Rufer may never have to fight for her right to work or shorn her hair in hopes of defending her country, but as an entrepreneur she maintains a virtue and authenticity in her business principles that are relative to the struggles that women in many parts of the world are now facing. Her conviction and eternal optimist about the potential of women all over is certainly encouraging, hopefully leading to international recognition for this truly singular company.

What does all of this have to do with a good watch, you ask?
For Giselle Rufer, it has everything to do with it.

By Natalie Campisi