The dawn of a watchmaking dream

Founded in Paris, Maison Belvans was born from the vision of 3 young watchmaking enthusiasts, driven by a common ambition: to restore French watchmaking to its former glory. From the very first sketches, each watch was designed with the idea of ​​capturing the essence of French elegance. And it is in Besançon, the cradle of French watchmaking, that these watches come to life, designed and assembled with meticulous care.

“We didn’t just want to create watches. We wanted to restore French watchmaking to its former glory.” - Marc-Michel Jocelyn, co-founder of Belvans.

An idea born in the heart of Publicis

The idea for Belvans was not born in an office, but in the heart of an emblematic place: the Publicis, on the Avenue des Champs-Élysées. This is where Jefferson Dorvilne, then a student at the Panthéon-Sorbonne, worked as a salesman. This place, known for its demanding clientele, quickly became more than just a workplace for Jefferson.

Every day, he had the opportunity to handle watches from major brands, to observe the reactions of customers to these exceptional pieces, and to understand what arouses wonder. But it was not simply the admiration of customers that captivated him. 

“I saw these watches as more than functional objects. They tell stories, journeys, dreams materialized.” - Jefferson Dorvilne.

It was here, at Publicis, that the idea for Belvans was born. “I couldn’t help but think: if these houses created their history, why not create ours? Why not reinvent watchmaking in our own way?”

From this reflection was born an ambition shared by his friends Marc-Michel and Aroldson: to create a watch brand that combines innovation and French tradition. A brand that does not just follow trends, but sets a new standard for elegance.

The name 'Belvans' is a tribute to elegance. 'Belle' for beauty, and 'vans' for its rhyme with 'elegance'.” - Marc-Michel Jocelyn.

The challenges of creating a watch brand

The dream of creating a brand like Belvans was bold, but the path to making it a reality was fraught with challenges.

“We didn't have the resources, we didn't have the connections, but we had something that no one could take away from us: our vision and our determination.” - Aroldson Marcelyn.

From the start, the three founders faced obstacles that few young designers encounter. The watch manufacturers of Besançon , renowned for their expertise, initially closed their doors to young designers. The costs were high, the deadlines interminable, and the returns discouraging. “The doors closed one after the other, but this only reinforced our conviction that we were on the right track.”

With limited resources, the trio had to learn to manage every aspect of the project, from conception to financing. They invested all their savings, sacrificed their hobbies, and even put other aspects of their lives on hold to focus fully on Belvans.

A decisive meeting in Besançon

When everything seemed blocked, a chance meeting with Moustapha Lamrabet, a renowned watchmaker in Besançon, was a decisive turning point. Impressed by the perseverance of the three young founders, decided to help them finalize the assembly process of their watches in his workshop.

This partnership with Besançon, the historic capital of French watchmaking, marked a new chapter for Belvans. Thanks to the expertise of Moustapha and his team, the brand was able to overcome technical obstacles and launch the production of its first collection: the Belvans Héritage.

Back to Publicis

In September 2024, Belvans will mark a milestone by returning to Publicis, where it all began. But this time, Jefferson is not returning as a salesman, but as co-founder of his own brand.

“This place is more than a point of sale. It is where our vision took root, and today, we return there as creators.”