In 1990, Gérard SIMON founded the “SIMON” leather watchband workshop, which was quickly spotted by the leading French replacement watchband brand, ROCHET Group, headed at the time by Patrick BRUNET (father of Charles BRUNET, current Chairman). The immediate understanding between the two men gave birth to SIBRA (contraction of “Simon” “Brunet” “Bracelet”) in 1991 in Besançon.

It was the start of a long collaboration and a human adventure that would last 23 years. Together, and thanks to a chance encounter, they set up a joint venture in India to mass-produce leather bracelets. Today, the SIBRAMA factory in New Dehli, formed and shaped by its fathers, still manufactures the high-quality volume products of both companies.