First and foremost, Morel’s story is one about family, that after 4 generations, has been imagining and creating glasses. A true passion and know-how gave birth to frames that became great eyewear classics, like the Tydée with more than a million sold around the world.
Morel always stood out by its avant-garde and singular spirit: thus, the small Jura company was one of the first to invest in the international market and to put design at the heart of its strategy. A judicious choice, which allowed Morel to make a name in the eyewear world, despite the license competition.
Even today, Morel imposes its strong and atypical vision of the market thanks to its independence; because at Morel, the managers are also shareholders!
Morel has one of the biggest design centers in Jura: it’s here, in the heart of Morbier, that all new collections are born. The frames are first imagined by the designers who sketch the first lines. Then comes background work on the texture, materials, and use of colors.
The design then takes life in the prototypes workshop, a veritable “mini factory” where the frames are represented for the very first time at actual scale.
Morel is recognized worldwide for its design and expertise in eyewear.
After 2 Silmo d’Or in 2008 and 2009, Morel won the two most prestigious international design awards in 2017:
the RED DOT AWARD and the IF DESIGN AWARD.
Valérie Prillard’s talents, in charge of the prototype workshop, were also honored: in 2015, she became the first woman to obtain the title of Best Worker in France in the category of eyewear craftsmanship.
MOREL AROUND THE WORLD
In the 1930s, Marius Morel put his product up to export, especially with the British market. A first experience which marked the beginning of a strong dynamism on the international scene, since Morel received an Oscar of export in 1958.
Today, the company sells its frames in more than 94 countries around the world, with 75% of its sales outside the domestic market.
In order to be ever closer to its optician clients, Morel has created several branches in different countries. Morel USA, Morel Scandinavia, Morel Hong Kong, Morel Switzerland, Morel Belux, and Morel Netherlands were born.