LEADERS

6 Must-Know Insights From CEO’s At Baselworld 2014

by

Sophie Doran

|

This is the featured image caption
Credit: This is the featured image credit

How do luxury watch CEO’s really feel about the so-called slowdown in China? Will we be seeing more complicated watches for women? And what about eCommerce?

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

How do luxury watch CEO’s really feel about the so-called slowdown in China? Will we be seeing more complicated watches for women? And what about eCommerce?

How do luxury watch CEO’s really feel about the so-called slowdown in China? Will we be seeing more complicated watches for women? And what about eCommerce?

As Baselworld 2014 opened to literally thousands of visitors, we were lucky enough to interview a handful of the industry’s most influential CEO’s, to discuss not only their newest products but also their thoughts on Swiss watchmaking in the future.

As we interviewed these executives, all in command of various independent and conglomerate owned brands, across all kinds of price positions and segments, it was interesting to note the below key similarities. We look forward to sharing the full interview with each Luxury Leader in the coming weeks, but hope you will enjoy the below summary based on our discussions.

“ Locals largely fuel revenue in the U.S. market ”

The U.S. Is Performing The Strongest

When quizzed about the best performing markets for timepieces, the unanimous answer was the United States. Small percentage growth is being experienced in Europe, but most executives admitted this was largely buoyed by visiting tourists, taking advantage of tax-free shopping and wider product ranges.

The U.S. market however, is largely fuelled by locals and remains the largest revenue engine for luxury watch brands. Not only is growth in the region some of the strongest in terms of percentage, it is also thought to be some of the more sustainable by CEO’s.

“ Women are not yet ready to wear complicated mechanical watches ”

Women Still Like Pretty Things

Despite talks of a rising interest in complicated women’s watches, when CEO’s spoke about products and sales, the successful offerings for females were unmistakably feminine; dials in mother-of-pearl, diamonds or precious stones, perhaps a bracelet in 24K gold.

But the overwhelming position was that women are not yet ready to wear complicated mechanical watches and that at the end of the day, they are still valuing aesthetics over function or technology when it comes to purchase.

Baselworld 2014

Emerging Markets Are Just Emerging

CEO’s believe in the potential of ‘emerging’ markets such as Brazil and India, but most are not ready to put their money where their mouth is so to speak. A lack of infrastructure, complicated customs processes, high import duties and local FDI legislation were all cited as barriers to entry they were not yet ready to face.

In the case of most brands, they are already successfully courting wealthy Brazilian and Indian consumers in global destinations such as London, New York, Paris or Geneva. But these consumer groups are still relatively small, with much room to grow.

“ Most brands are already courting Brazilian & Indian consumers in global destinations ”

eCommerce Can Wait

Most people would assume that luxury watch brands aren’t retailing online, because the product has to be seen to be believed and explained by a professional to be fully understood, which was not the case for CEO’s.

Many believe in the promise and power of eCommerce for the future, but for the moment they are wary of cannibalizing existing business and destroying relationships with key distributors and retailers that have helped build their now global brands.

At the highest end, brands also want to be able to control who is purchasing their product, to ensure it doesn’t end up in the wrong hands, who might then try and on-sell pieces on the black market.

“ Executives remain confident that more wealth will be created in China ”

China Is Still A Priority

As much as growth percentages are slowing down in China, the majority of CEO’s were still completely convinced of its further potential for the watchmaking segment. They were also quick to remind us that whilst growth may be slowing, revenues in the region are still significant.

There are concerns about the anti-corruption crackdown and the impact this will have on sales in the immediate future. But at the same time, executives remain confident that more wealth will be created in China in tandem with an increasing knowledge of, and thirst for, Swiss watches.

Baselworld 2014

Perceived Value Is Real

It would appear that the expectations set on the fashion high-street are having a knock-on effect in the luxury timepiece sector. As fast fashion brands pump out ‘interpretations’ of runway pieces each season, consumers no longer have to pay big bucks for the ‘luxury aesthetic’.

In the timepiece sector, aspirational consumers are apparently now seeking out products that ‘look expensive’ at an accommodating price. And many luxury brands are obliging, creating classic and timeless pieces using entry-level materials, to try and hook the so-called customer of the future.

For more in our series of conversations with Luxury Leaders, please see interviews with leading timepiece executives below:

In Conversation With Michele Sofisti, CEO, Sowind Group
In Conversation With Maximilian Büsser, Founder, MB&F;
In Conversation With Marc A. Hayek, Swatch Group

Sophie Doran
Sophie Doran

Creative Strategist, Digital

Sophie Doran is currently Senior Creative Strategist, Digital at Karla Otto. Prior to this role, she was the Paris-based editor-in-chief of Luxury Society. Prior to joining Luxury Society, Sophie completed her MBA in Melbourne, Australia, with a focus on luxury brand dynamics and leadership, whilst simultaneously working in management roles for several luxury retailers.

LEADERS

6 Must-Know Insights From CEO’s At Baselworld 2014

by

Sophie Doran

|

This is the featured image caption
Credit : This is the featured image credit

How do luxury watch CEO’s really feel about the so-called slowdown in China? Will we be seeing more complicated watches for women? And what about eCommerce?

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

How do luxury watch CEO’s really feel about the so-called slowdown in China? Will we be seeing more complicated watches for women? And what about eCommerce?

How do luxury watch CEO’s really feel about the so-called slowdown in China? Will we be seeing more complicated watches for women? And what about eCommerce?

As Baselworld 2014 opened to literally thousands of visitors, we were lucky enough to interview a handful of the industry’s most influential CEO’s, to discuss not only their newest products but also their thoughts on Swiss watchmaking in the future.

As we interviewed these executives, all in command of various independent and conglomerate owned brands, across all kinds of price positions and segments, it was interesting to note the below key similarities. We look forward to sharing the full interview with each Luxury Leader in the coming weeks, but hope you will enjoy the below summary based on our discussions.

“ Locals largely fuel revenue in the U.S. market ”

The U.S. Is Performing The Strongest

When quizzed about the best performing markets for timepieces, the unanimous answer was the United States. Small percentage growth is being experienced in Europe, but most executives admitted this was largely buoyed by visiting tourists, taking advantage of tax-free shopping and wider product ranges.

The U.S. market however, is largely fuelled by locals and remains the largest revenue engine for luxury watch brands. Not only is growth in the region some of the strongest in terms of percentage, it is also thought to be some of the more sustainable by CEO’s.

“ Women are not yet ready to wear complicated mechanical watches ”

Women Still Like Pretty Things

Despite talks of a rising interest in complicated women’s watches, when CEO’s spoke about products and sales, the successful offerings for females were unmistakably feminine; dials in mother-of-pearl, diamonds or precious stones, perhaps a bracelet in 24K gold.

But the overwhelming position was that women are not yet ready to wear complicated mechanical watches and that at the end of the day, they are still valuing aesthetics over function or technology when it comes to purchase.

Baselworld 2014

Emerging Markets Are Just Emerging

CEO’s believe in the potential of ‘emerging’ markets such as Brazil and India, but most are not ready to put their money where their mouth is so to speak. A lack of infrastructure, complicated customs processes, high import duties and local FDI legislation were all cited as barriers to entry they were not yet ready to face.

In the case of most brands, they are already successfully courting wealthy Brazilian and Indian consumers in global destinations such as London, New York, Paris or Geneva. But these consumer groups are still relatively small, with much room to grow.

“ Most brands are already courting Brazilian & Indian consumers in global destinations ”

eCommerce Can Wait

Most people would assume that luxury watch brands aren’t retailing online, because the product has to be seen to be believed and explained by a professional to be fully understood, which was not the case for CEO’s.

Many believe in the promise and power of eCommerce for the future, but for the moment they are wary of cannibalizing existing business and destroying relationships with key distributors and retailers that have helped build their now global brands.

At the highest end, brands also want to be able to control who is purchasing their product, to ensure it doesn’t end up in the wrong hands, who might then try and on-sell pieces on the black market.

“ Executives remain confident that more wealth will be created in China ”

China Is Still A Priority

As much as growth percentages are slowing down in China, the majority of CEO’s were still completely convinced of its further potential for the watchmaking segment. They were also quick to remind us that whilst growth may be slowing, revenues in the region are still significant.

There are concerns about the anti-corruption crackdown and the impact this will have on sales in the immediate future. But at the same time, executives remain confident that more wealth will be created in China in tandem with an increasing knowledge of, and thirst for, Swiss watches.

Baselworld 2014

Perceived Value Is Real

It would appear that the expectations set on the fashion high-street are having a knock-on effect in the luxury timepiece sector. As fast fashion brands pump out ‘interpretations’ of runway pieces each season, consumers no longer have to pay big bucks for the ‘luxury aesthetic’.

In the timepiece sector, aspirational consumers are apparently now seeking out products that ‘look expensive’ at an accommodating price. And many luxury brands are obliging, creating classic and timeless pieces using entry-level materials, to try and hook the so-called customer of the future.

For more in our series of conversations with Luxury Leaders, please see interviews with leading timepiece executives below:

In Conversation With Michele Sofisti, CEO, Sowind Group
In Conversation With Maximilian Büsser, Founder, MB&F;
In Conversation With Marc A. Hayek, Swatch Group

Sophie Doran
Sophie Doran

Creative Strategist, Digital

Sophie Doran is currently Senior Creative Strategist, Digital at Karla Otto. Prior to this role, she was the Paris-based editor-in-chief of Luxury Society. Prior to joining Luxury Society, Sophie completed her MBA in Melbourne, Australia, with a focus on luxury brand dynamics and leadership, whilst simultaneously working in management roles for several luxury retailers.

Related articles

CEO CTO Peter Rawlinson
LEADERS

Lucid Motors CEO, Peter Rawlinson: “It Takes Time to Build Awareness of a Luxury Car Brand”

LEADERS

Thomas Serrano, CEO of Exclamation Group: “Emotion Is The Best Tool In Any Category to Connect People To A Brand.”

LEADERS

Guerlain France Media Director Jérôme Grange: “We Will Reach A Point Where The Media Model Will Change Again.”