Avel and Men is the beautiful story of a brother and sister both passionate about the open sea and watches. Gathered together in 2016 around a project aimed at linking these two passions, they have created a brand specialising in watch accessories inspired by the world of sailing. To do this, they are targeting a chic urban clientele with a passion for regattas. Embark with them on their crazy adventure to discover these quality products, created on the basis of the noblest and most technical materials used every day on the high seas.
The best of the worlds of watchmaking and sailing, by two enthusiasts
At the origins of Avel and Men are Xavier and Agnès Broise, a brother and sister as passionate as they are complementary. Xavier is the sailor among the siblings, an amateur navigator who spends as much time as possible racing. His other passion is antique watches. It is therefore not surprising to find these two themes as the brand’s DNA. Agnès, for her part, studied interior design. She has this sensitivity to beauty that she keeps on sharpening through the design fairs she loves so much. She also brings to the tandem rigour in production and precision in quality control.
Together they created Avel and Men in 2016, a generalist leather goods brand focusing on the sea and boating world. At least, that’s the image they had of their project at the outset. Little by little, their desires became reality and suppliers were found. All the elements then overlapped and the initially generalist intention gradually turned into a brand with a strong and affirmed identity. Avel and Men now has strong roots in the nautical sector and specialises in the world of watchmaking!
The catalogue includes regatta canvas and leather watch straps as well as watch cases, for travel of course, but also for home use. At the same time, a range of accessories, always inspired by the nautical world, completes the collection. Pen travelers, eyewear cases, belts and backpacks complete the Avel and Men collection, with all the class and luxury associated with the brand. And of course always in its own sporty chic style.
Agnès et Xavier Broise present Avel and Men watchmaking accessories at a fair
Avel and Men: the sea and time linked forever
In Breton, the name Avel and Men means nothing less than “wind and rock“. It must be said that Brittany, where the founders come from, is the third man of this adventure. Indeed, it is the right dose of inspiration, traditions and sea spray necessary to nurture this urge to share. Inspiration is brought back to the quay every day by its sailors, who are steeped in the beauty of the sea. Its traditions are the stuff of international dreams, thanks to tales and legends as rich as they are magical. The sea spray personifies this wild ocean. It communicates a sense of daring, and an almost mystical attraction that would make everyone lose all sense of time.
This is precisely where the passion for watchmaking at the origin of the founding of Avel and Men enters the game. Let’s imagine we are at sea for a moment. We are in the middle of the regatta start phase. In the last minute, every second seems like an eternity. Faces clench, the sail trimmers listen attentively to the instructions given by the helmsman, the crew member at the bow indicates the distance to the start line, and the tactician watches the surrounding boats to prevent one of them from going downwind.
Time is a crucial factor at sea, and even more so in regattas. Race starts, calculation of tide times to optimise your route, timekeeping for the Jules Verne Trophy… There are many elements that closely link time to sailing. Avel and Men combines them with taste, so that you never have to choose between your two passions again.
Technical materials from the sailing world for unique watch accessories
In order to combine timekeepers and water sports on a long-term basis, much more than a graphic identity was needed. Taking over symbols, colours and designs would only have served to participate in the marketing of umpteenth ersatz sailing watches. Avel and Men therefore went to draw on what most connects us to reality: matter. Isn’t it one of the symbols evoked by the word Avel, “the rock”?
Since materials make the technical difference on a regatta boat, they are also the ones that make up the identity of the accessories in the Avel and Men range. In both cases, the magic operates through the same ingredient: the man or woman using them. Thus, the fabrics, ropes and canvases used for the construction of the brand’s watch accessories are sourced directly from boat builders, using the same materials as the regatta boats.
The program includes wefts in kevlar, carbon fibre bases, Italian leathers and isobaric cards printed in Normandy for the linings. The motto? Quality or nothing! But it is still Xavier Boise, co-founder of Avel and Men, who speaks best of the importance of the choice of materials, both in nautical activities and for the accessories in the range. We will therefore let you discover an interview carried out by our editorial team on the occasion of the release of the first collection.
Voyageuse one watch Avel and Men: the inside is decorated with an isobaric map
Interview with Xavier Broise: the choice of technical materials in the Avel and Men range
We wanted to ask Xavier Broise about the choice of technical materials and other allusions to the world of boating in the Avel and Men range. These choices are already mentioned in the “materials and technique” page of our website, but we were looking for more details.
Editorial staff Avel and Men: Xavier Broise, you wish to position Avel and Men as a luxury and urban brand for regatta lovers. How can a sailing spirit be reconciled with an urban spirit?
Xavier Broise: This is clearly the challenge for Avel and Men! The marine products that exist on the market often offer a very casual/weekend spirit. However, it is clear that many amateur sailors are at the helm of their yacht on weekends, and then at the office on Monday morning, in a dress-code, let’s say more elegant than a sailing jacket. Avel and Men addresses this target group, offering a refined range that evokes nautical activities with subtle touches.
EsAV: How do you refer to this particular environment?
XB: We have worked on material alliances and developed an exclusive “wind map” lining. This is a copy of the isobaric charts used by sailors to know the wind forecasts: vital in regattas to anticipate changes and determine the weather of the day. The materials used are dyneema for the backpack handles; carbon fibre (found on the backpack; the key ring and notebook – our logo is engraved on this plate); and technical rope for our watch accessories (the watch case and the leather watch roll can be closed with a rope for example).
EsAV: How do these elements evoke sailing and more specifically the world of regattas?
XB: Carbon, dyneema and other ropes using exotic fibres are used on racing boats. The drop in the price of materials sometimes allows them to be used on cruising boats, but they are still mainly used for regattas. The characteristics of these materials are interesting for competitors who are always looking for greater speed. Carbon is lighter and stiffer than plastic; dyneema, on the other hand, stretches less than more traditional ropes for a lower weight. Its resistance is so important that it replaces metallic ropes for certain applications. Finally, this material offers the advantage of splicing (a kind of seam), so that it sometimes allows the removal of mechanical parts such as shackles on board.
EsAV: Why is weight control so important on board?
XB: It is very important, especially in light airs, and also to allow the boat to glide as fast as possible. For the rigging (mast, boom, cables…), it is absolutely strategic: a lighter rig makes it possible to lower the boat’s center of gravity, to reduce the parasitic movements of the boat which disturb the flows while taking part in the general weight reduction of the sailboat. If we add to this the fact that, as mentioned earlier, these materials are also stiffer and stretch less, the advantages are even stronger as the boat becomes more responsive and lively.
EsAV: Can older boats evolve and equip themselves with these materials?
XB: Absolutely, and this can lead to real jewels! I must admit that it was a real source of inspiration when Agnes and I started the Avel and Men project. We had in mind to combine traditional with technical materials. So in our first mood boards, the leather watch rolls mingled with Half-Tonner photographs; the cotton twill used for our linings was next to a wooden 5o5 photo equipped with a carbon boom… These boats are magnificent; I sailed on a wooden Fireball equipped with modern sails. This boat was as beautiful as a work of art and looked almost fragile: yet it was extremely competitive and particularly fast on the water!
EsAV: Your watch cases are very simple and yet evoke the sea…
XB: Yes, our “wind map” lining is a real thread and even with small areas of fabric, it brings us into the Avel and Men universe. Finally our leather watch roll closes with a technical rope and a flat knot: we are happy to teach our customers some sailing basics!