For this year’s SIHH event, Davide Cerrato, Managing Director of the Montblanc Watch Division, showcased the brand’s latest timepiece in an exclusive interview with Luxury Society, while revealing what he expects for 2018.
[Video] SIHH 2018: Montblanc
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
For this year’s SIHH event, Davide Cerrato, Managing Director of the Montblanc Watch Division, showcased the brand’s latest timepiece in an exclusive interview with Luxury Society, while revealing what he expects for 2018.
For this year's Salon International de la Haute Horlogerie (SIHH) event, Luxury Society and its partner, luxury watch magazine Europa Star, met up with some of the watch industry’s most influential figures.
For this special series of « DNA » interviews – D for Discovery – N for Number – A for Action – Davide Cerrato, Managing Director of the Montblanc Watch Division, showcased the brand's latest timepiece, the 1858 Geosphere, while revealing what he expects for 2018.
Video editing: Daniel Marques
Organised by the Fondation de la Haute Horlogerie (FHH), this year SIHH marks its 28th edition while taking place in the hub of fine watchmaking, Geneva, Switzerland . Six new luxury watch brands are joining this year's event, raising the number of exhibitors to 35.
Cover image credit: Montblanc. Image: 1858 Geosphere.
Editor, International, Luxury Society
Dino Auciello is the International Editor of Luxury Society. He is also Head of Marketing & Client Development at DLG, the parent company of Luxury Society. Based in Geneva, Dino was previously Deputy Chief Editor of the Swiss business magazine, Bilan.