When he opened the show for Hublot at Basel World this year, Biver’s rock star-like presence reaffirmed that Hublot is not merely a high-end timepiece producer but a brand that has captured the imagination of watch enthusiasts. Biver does not bother with the conventional language of a watch salesman — quite the opposite, in fact. He cheerleads his message to an electrified crowd and, for a moment, the audience breathes in the energy he transmits. Those who have met Biver know that he is not putting on a show but rather being true to himself, a maverick who likes to think outside the box. When Biver took over at Hublot a decade ago, the company was anonymous. In a few short years, the brand was catapulted into the elite group of watchmakers and saw sales boom.

Today, Biver acts as CEO for TAG Heuer and the world is watching the brand’s foray into smart watches, a collaboration with Intel and Google that will no doubt shake up this emerging segment. In the meantime, Mr. Biver was kind enough to take part in the MIRUS 10Q. Enjoy.

What is your idea of perfect happiness?
To me, happiness is to be in good health, to be loved and to have a job that is one’s passion.

What is your greatest fear?
Not to preserve the well-being and happiness of my children.

What is the quality you most like in a man?
Honesty.