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Creative Cartier
Louis Ferla, Managing Director of Cartier for the Middle East and India, says the Salon International de la haute Horlogerie (SIHH) will have a very strong statement of Cartier’s remarkable journey spanning over a century and a half of significant creativity of both movements and shapes. With its diverse and rich levels of consumers, Cartier appeals to a lot of different customers from different ages, origins and lifestyles. Arabian Watches & Jewellery Magazine meets Ferla to ascertain luxury watchmaker’s preparations and plans for the SIHH – an international platform where watchmakers and designers share their passion for watchmaking one-to-one. Excerpts:
What kind of impact will SIHH have on Cartier?
The Salon International de la haute Horlogerie is an important platform for Cartier to launch and showcase its latest creations in watchmaking designs and complications. Highlighting the house’s incessant pioneering spirit in both technology and design in the watchmaking sphere, reflecting its flawless ‘savoir fair’.
Every year, the house surpasses expectations by revealing groundbreaking innovative creations and for this year, Cartier is reversing roles and confounding expectations with a ladies’ complication, The Promenade d’une Panthére watch, caliber 9303 MC. A revelation echoed in the men’s Rotonde de Cartier cadran Love Tourbillion watch, Calibre 9458 MC, certified with the Geneva Seal. In this latest incarnation of the tourbillion, Cartier has shifted the centre of gravity, freeing up space for power decorative motifs that pulsate with locomotive rhythm.
What is Cartier’s message to the Middle East customers at the SIHH 2012?
This year’s SIHH will have a very strong statement of Cartier’s remarkable journey spanning over a century and a half of significant creativity of both movements and shapes, highlighting Cartier’s incessant pioneering spirit and technical innovations. We aim to fascinate collectors and connoisseurs with the masterpieces we will be revealing.
When would you expect the SIHH Cartier’s novelties to be available at Cartier boutiques and POS in the Middle East?
All SIHH 2012 novelties will be launched starting May 2012.
Cartier will reveal at the SIHH the first in-house minute repeater watch. How do you expect demand for this watch in the Middle East among watch collectors and lovers?
Of all the complication models in existence, the minute repeater will be amongst collectors’ favourites since it gives mechanical processes a more poetic dimension and offers the opportunity to follow the passage of time through music.
Connoisseurs of fine mechanical devices will be sure to turn back the time again and again once they have activated the push-piece positioned at 8’o clock so as to enjoy the whirling dance of the strike-trains, racks, star-wheels and snails found in the fascinating minute repeater mechanism.
Which of Cartier’s watch models are the most popular in the Middle East?
Ballon Bleu de Cartier proved to be a very popular watch, globally, among both male and female. However, Calibre de Cartier with its strong masculine aesthetic pushed all the boundaries by being one of the most popular Cartier watches of the year 2011, in addition to the feminine Delices de Cartier timepiece.
What are the concerns and challenges of Cartier in the region?
Cartier is present in the Middle East for the last 15 years. This region has a lot of potential. We will continue to invest in our people and network to ensure that each client receives the best service.
Cartier has witnessed spectacular retail sales and network development in the past several years in the Middle East. What is your own assessment of Cartier’s expansion plans for the short and long-term, and what is the consumer feedback in terms of brand awareness?
At Cartier, we are always looking for opportunities to grow, and as mentioned above, we continue to open new boutiques in the region, investing in training and beautiful stores in the most prominent areas. Last month we inaugurated Cartier Boutique in Beirut and look forward to inaugurate a 500-square-metre boutique in Abu Dhabi in the next few months. Saudi Arabia is also on our map and we aim to reach around 20 boutiques in the next five years.
How big is the size of the luxury time pieces market in the Middle East? What is the regional market growth rate?
The Middle East has surely a significant weight on the international map. With its diverse and rich levels of consumers, we appeal to a lot of different customers from different ages, origins and lifestyles. Consumers here are sophisticated and discerning in their choices, as well as appreciative for the Cartier’s heritage, innovative creativity and know-how.