Catherine rnier may head up the earliest and most storied swiss watchmaking houses, but she actually is no stranger to making quick choices. just before taking up her current role as jaeger-lecoultres chief executive in 2018, ms rnier spent ten years in asia as van cleef & arpels handling manager of hong-kong and macau and soon after president of asia pacific. she views her time in the location as a lesson in agility.
Using the range metropolitan areas and brand-new jobs in asia there is a large number of possibilities every day to consider. things can change rapidly in terms of stability and priority of investment, claims ms rnier, adding that she must adapt to an alternative tradition, different evolution and customers.
That experience will surely resonate in a post-covid globe. in september, swiss watch exports were down 12 per cent year on 12 months, continuing a cumulative decrease of 28.3 percent for previous nine months. all areas had negative development, except china, which expanded 78.7 percent.
Richemont, the parent business of jaeger-lecoultre and van cleef & arpels, will not reveal the financial overall performance of individual companies, but team product sales when it comes to quarter to june 30 had been down 47 per cent from the 12 months before, despite a 49 percent rise in asia. richemont cites the extensive short-term closures of stores and distribution centres, a halt on tourism and subdued customer sentiment as the main reasons behind the drop.
For ms rnier, the fallout from the pandemic has actually only reinforced the anxiety of the next day and need to be prepared. you usually have to possess one fundamental program, one fallback program and another alternative at the very least, in precisely what you are doing, she states. the rate of modification and scale of impact for example, all stores shutting simultaneously around the world only have underscored the need for flexibility. in past times 6 months, having choices being extremely agile with a long-term view but making short term decisions became very important, she adds.
At jaeger-lecoultre, and indeed numerous watchmakers, that was converted into prioritising digital production. [digital] was there, nevertheless the speed had been tremendous, states ms rnier. thank jesus we were ready together with a road chart. it became a priority. the company features since increased its internet based presence by starting a shop in the tmall deluxe pavilion, alibabas high-end ecommerce site. it has additionally produced electronic assets like movies that may be provided across several platforms. it strengthened staff education at its telephone call centre just what ms rnier calls a much needed touchpoint.
Despite increased investment in electronic, but ms rnier still thinks within the private touch. jaeger-lecoultre exhibited in the present watches & wonders fairs in shanghai therefore the chinese resort city of sanya. travel limitations implied ms rniers participation had been digital. talking-to the teams in shanghai daily during fair had been nice, you dont think excitement you usually have of these activities, she states. fairs are extremely immersive there is the feeling of diving into watchmaking novelties and storytelling for a couple times or per week that zoom wouldn't change.
Nevertheless, she thinks a must find a way when it comes to digital and physical to coexist. citi analyst thomas chauvet sees the trend moving towards virtual fairs, specifically for brand new item launches. it's going to be time- and affordable for the companies and trade purchasers, plus eco-friendly, he claims. it will likewise result in more mobility in timing the merchandise launches and also to better integration between on the web occasions, ecommerce and social media marketing communication.
Ms rnier talks a great deal about neighborhood, of exchanging, discussing and discovering, and she's been particularly devoted to making the brand name therefore the rarefied world of haute horlogerie more available. this present year she launched atelier dantoine (named following the maisons founder antoine lecoultre) a breakthrough workshop at its factory in switzerlands valle de joux where clients can sit with professionals to learn, say, the mechanics behind a watchs ticking sound, or try mastering the pitch of a moment repeater, certainly one of watchmakings many advanced movements.
While it features supplied factory tours before, ms rnier desires the watchmaker to-be more available and really inviting more people, to talk about our knowhow, she claims. its actually this notion of revealing and describing.
That notion of inclusiveness should undoubtedly chime utilizing the after that generation of millennial view purchasers. for a 187-year-old house, the texting have not changed a lot. whenever [the more youthful generation] consider watchmaking, like others they will certainly respect expertise, heritage, technical knowhow and style, claims ms rnier, and so the emphasis turns to exposure and relevance.
Cue its brand-new master ultra thin knife watch, for this future film the kings guy, the next instalment in the kingsman show (for which watchmakers bremont and tag heuer previously had supplied designs). director matthew vaughn approached jaeger-lecoultre, claims ms rnier, because it was looking for an ageless view brand that may transcend generations and opt for the films early-20th-century environment. the end result ended up being a 40mm green silver watch (coming in at 26,900) that resembled the ultra-thin couteau pocket watch from 1907. it was a nice capsule collection with a solid, meaningful storyline, claims ms rnier of this collaboration and another way showing the imagination for the maison.
Now, it offers produced videos social media promotion for the polaris mariner memovox diving view, featuring the actor benedict cumberbatch. the watch is due to the first memovox deep-sea, from 1959, 1st diving view with an audible alarm for resurfacing. the latest version integrates exactly the same functionality with a contemporary but elegant sporting look. whenever you succeed to merge both, you are able to speak to any generation, states ms rnier. thats our objective.