PICARD is not just in my name—it’s in my heart. That’s why it’s all the more special for me to lead our family business today as CEO in its fifth generation—together with the people who bring PICARD to life every day. And together with you.
To me, PICARD is more than a brand. It’s a feeling. A promise. And the conviction that true quality, humanity, and responsibility are timeless. After several years of building my own company, it now feels just right to take on responsibility for PICARD and gently guide the brand into the future—for you and with you.

What defines PICARD is the mindset behind it. The love of craftsmanship. The respect for the people who make our bags. And the commitment to doing things right—not quickly, not loudly, but with substance. Bags that are built to last. Companions for life. For your everyday life. For your stories.

My cousin Georg Picard will continue to play a pivotal role at PICARD. As Managing Director of Product & Design, he embodies what sets our bags apart: clean lines, timeless aesthetics, and a keen sense for materials. Or as he himself puts it:
“Good design emerges when function, emotion, and craftsmanship are in harmony.”

Together with our team, we combine the best of two worlds: traditional fine leathercraft and a modern, open mindset. We’re not focused on short-term trends, but on sustainable values, fair conditions, and products you can wear with a clear conscience.

PICARD accompanies people through precious moments—big and small—today, tomorrow, and across generations. We look forward to continuing to walk this path with you—with bags full of joy, personality, and trust.

Thank you for being part of this story.

Warm regards,
Martin Picard

(Translated from German)