On this week’s The Business of Watches, we head to Villeret, Switzerland, and the storied Swiss watchmaker Minerva. The brand, founded in 1858, is truly the jewel within Montblanc’s watchmaking division, which itself is part of Swiss luxury conglomerate Richemont. Laurent Lecamp is the man leading Montblanc and Minerva’s watchmaking operations, and he sat down with us for a detailed discussion on Minerva and what he’s doing to satisfy the clients that he calls “fans” and not customers. Montblanc and Minerva won’t be participating in Watches and Wonders this year, and Lecamp outlines the different paths the brands are taking within the Richemont group. He also talks about his penchant for running extreme marathons, sometimes wearing a Minerva or Montblanc timepiece.