Storytelling remains at the heart of what IWC does, but having its finger on the pulse of today’s conversations and translating that into the zeitgeist is what helps the Richemont-owned brand continue to make an impression in the watchmaking world, says Chief Marketing Officer Franziska Gsell.
Latest articles from
Limei
LEADERS7 min read
Cynthia Tabet, Piaget Global Product Marketing Director: “There Are A Lot of Hidden Stories That We Want To Reveal.”
In the lead-up to its 150th anniversary next year, Piaget is steadily building up to the big event, by revealing piece by piece, consistent and clear key stories about the brand, its history and evolution, says Piaget Global Product Marketing Director Cynthia Tabet.
LEADERS7 min read
Hermès Watches CEO Laurent Dordet: “We Occupy A Specific Place In The Watchmaking Landscape.”
Being different from the status quo is key to the success of Hermès watches, whose position as an outlier offers its long-standing CEO Laurent Dordet the opportunity to bring a refreshing perspective to the industry, through the playfulness of its designs, the modern materials it uses and the way it approaches watchmaking.
LEADERS9 min read
Guido Terreni, Parmigiani Fleurier CEO: “Luxury Should Be A Continuous Evolution of Excellence.”
Creative and technical innovation should be what drives the luxury watchmaking industry forward, says Guido Terreni, chief executive of Parmigiani Fleurier, whose mission since his appointment two years ago is to create original and elevated timepieces that attract a new kind of audience to the independent watchmaker.
CONSUMERS8 min read
At Watches and Wonders, Brands Put On A Show For Watch Lovers, Old and New.
New complications, refreshed retro timepieces, and a heavy sprinkling of star power were the main highlights of Watches and Wonders, which has become the biggest event in the industry’s calendar gathering together brands, journalists, industry insiders and collectors of the world over under one roof.
CONSUMERS9 min read
Luxury Watches Have A New Kind of Customer. And They’re Here To Stay.
The world of watchmaking has experienced a few tumultuous years, in which limited editions, a burgeoning secondary market and crypto investors have become the norm. And with it, has attracted a new kind of customer that isn’t going anywhere.
LEADERS6 min read
Longchamp CEO Jean Cassegrain: “There Aren’t Many Brands That Resemble Us.”
Longchamp’s unique positioning is both a blessing and a difficulty to understand, says Jean Cassegrain, the chief executive of the French leather goods company, but he sees it as a big opportunity for the iconic brand to develop and grow further in the years to come.
CONSUMERS9 min read
Luxury Brands Need To Rethink Their Long-Term Cultural Impact. Here’s Why.
Is it a foundation, a partnership, a sponsorship of some kind? Whatever the endeavour to insert yourself into new conversations with customers, brands must rethink how they embed themselves on a deeper cultural level to ensure they stay relevant, not just for today, but for the years ahead.
CONSUMERS7 min read
China’s Great Reopening Has Commenced. But What Does That Mean For Luxury Brands?
While China’s move to lift its travel restrictions has been welcomed as a sign that Chinese tourists will once again be spending abroad this year, what impact will that have on luxury brands’ in China and how should companies address the expected shift?
DIGITAL7 min read
Attention Recession Has Never Been Higher. What Can Brands Do?
At a time when the digital landscape is extremely fragmented and the attention of consumers is even more so, it has become even more important to connect the challenges the luxury industry faces with the solutions needed to address them. We speak to some of the industry’s leading marketing and technology experts about how to find the best path forward.
