Alexandre Peraldi

By Kate Betts

WHERE I STAND NOW Since 2001, Peraldi has been the design director of Baume & Mercier, creating classic timepieces for the Geneva-based watchmaker. "We have to make something that will endure five to 10 years--classic with a bit of originality."

CLASSIC EDUCATION Peraldi trained at the Ecole Boulle in Paris before joining Cartier and working on accessories for both Cartier and Yves Saint Laurent. "In music, we learn the classics before playing jazz. Now I'm playing jazz."

THE SOFT TOUCH "What I like about this brand is that it's a little bit feminine, but you can't tell that to the men who buy the watches," he says. Peraldi also adds a feminine touch to his wardrobe: he wears skirts because they're more comfortable.

DESIGN ETHOS "I like designing watches because of the technicality and the difficulty, but I could have designed cars or furniture--as long as it's something one really uses."