‘T
hat? Oh, it’s crocodile skin. It came from Australia. Not the whole croc, of course – just the leather from the belly.’ So says Florian Bebert, Time’s product manager (or, in French, the rather culinarysounding chef de produits). We’re not talking about the material for the latest Gucci shoes or Bottega handbag, but the bar tape for a project Time is working on with a luxury brand. Whatever your ethical stance, you can’t fault the attention to detail.
It’s an approach Time has used since Roland Cattin founded the company in 1987. Cattin, a charismatic and elegant man, wanted the company to do things with a certain savoir faire reflecting his own attitude. His legacy looms large as Cyclist arrives at the factory in Vaulx-milieu on the outskirts of Lyon. Just three weeks earlier, Cattin died of a heart attack following a bike ride with his wife. He was 65.
‘When we were told, everyone was in tears,’ says Bebert, who’s my guide for the day. ‘He was really human. If anyone had a personal or professional problem, he always had an ear. But he knew the technical side of things, too. Cycling coursed through his veins.’ While the majority of the cycling industry headed to the Far East in search of cheap labour, Cattin stood firm, and remained committed to producing his carbon frames in France.
Time originally carved its reputation in the world of pedals. Soon after Look invented the first clipless model in 1984, Time followed suit, designing the first clipless with float. In this brave new world devoid of toe straps, it soon began racking up victories in the pro peloton: Pedro Delgado at the 1988 Vuelta, Greg Lemond at the 1989 Tour de France, Miguel Indurain, Marco Pantani, Jan Ullrich, Laurent Fignon… the list goes on. That platform for success was manufactured in Nevers, central France. So why is it, on this chilly winter’s morning, we find ourselves in Lyon?
‘Because this area’s long been associated with weaving,’ explains Bebert, ‘and that’s the secret to our frames.’ And with that, Time weaves its tale…
The bike is the star
‘This area’s long been associated with weaving,’ says Bebert, ‘that’s the secret to our frames’
Enter the modern offices of Time and you’re soon reflecting on the past. Ascend to the boardroom and you pass Tom Boonen’s 2005 Roubaix-winning Time bike.