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Jean Claude Biver, one of the top names in the Swiss watch industry talks to “Watches & Jewellery” Magazine
With a distinguished career of over 35 years in the watch industry, looking back at your long years servicing this industry what are the major unforgettable stations in your business life so far?
I would say that the most unforgettable station in my business life was to transform my passion for watches into my daily business. Then I would mention of course the rebirth of Blancpain, the oldest watch brand which I bought together with my friend Jacques Piguet in 1982 for 25’000$ and which we were able thanks to our passion and devotion to the Art of Watchmaking to position as the leader of the Traditional Watchmaking Art. And last but not least, the biggest success and achievement in my career: Hublot
You have started your career in the watch business at Audemars Piguet and then Omega. In 1981 you started along with your friend Jacques Piguet Blancpain and then sold it to Swatch Group in 1992. Was your involvement in the watch industry a passionate decision or just landed here by coincidence? Also if you weren’t involved in this line of the luxury watch business which other line of business would you choose?
As said already, I was lucky to transform a passion in business. And that was not a coincidence but a gift from God! It influenced my life in depth and for ever! My life is influenced by love. Love has many ways to come down to earth. One of its apparitions is Art, Culture and Tradition. Therefore I could have worked in any other field which expresses like the Watchmaking Art, Quality, Tradition, Culture and Art.
It’s said when the majestic Jean-Claude Biver talks the luxury industry and everyone in the watch industry listens. Do you agree with this statement? And why do you think this is true?
Today after nearly 40 years in this business and some success with Blancpain, Omega and Hublot, many people consider me as the “Veteran of the Swiss Watchmaking Art” and as such they very often want to listen to my opinion and my vision. Getting old brings sometime also some advantages…..
Obviously, you are and the industry acknowledges that Jean-Claude Biver will leave his impact on this industry? In your own words what would you like this impact to be?
My goal in life is to leave one deep and clear trace: LOVE In reality a trace of love in my family and friends and a trace of love and passion in my job. And before leaving I would like to give back as much as possible. That’s in my opinion the only way to give a sense to your live and not to die poor. Dying rich, means having given back as much as possible before leaving Planet Earth
Speaking about the future of Hublot and the sustainability of growth and development, what do you think the main challenges that Hublot will face in the short term 2-3 years and in the long term 5-8 years? Where do you see Hublot in five years?
Hublot has to pursue its creation of value through innovation and creativity. Marketing is not enough for the long term. You need substance, which is only given to the brand through your capacity to innovate and to influence your Art. No Innovation, no Future! Hublot must always try to be the First, Unique and Different. If we achieve this, our Future will be secured
You have always referred to Hublot as a young child with many daily challenges to overcome. What are the current challenges that Hublot has among other very old watch brands within the LVMH big family group?
Challenges are the same for every brand, but for young brands they are more crucial. And the challenge is always the same: be capable to constantly innovate, be creative, influence your industry, maintain quality, keep the service and give customers dreams, emotions, prestige and happiness
It’s difficult not to associate Hublot with the world of sports today. From Golf, to Football to NBA and recently the F1 team. How far you still have to go to insure the success of the Hublot watches and what did the recent F1 association added to your brand?
Sport is a wonderful association for our brand. Not only because we meet our customers who are active or watching the sports we are associated with, but also because sport is the school of life and one of the best education tool for young people. F1 connects us with high tech, success, performance, emotions and prestige
The recent acquisition of BNB has certainly added value to Hublot capabilities. Can you be more specific on this statement? At what production capacity is the new Hublot manufacture currently operating? And when do you project full production capacity to be achieved?
On our conquest to be a totally integrated manufacture, we tried to achieve this either through acquisitions or through internal development. The partial acquisition of BNB or Pro Fusion enabled us to get immediately what we would have needed at least five years to achieve. Both the BNB and Pro Fusion have enabled us to position the brand at the forefront of High Horology and to create immediately an important substance in our business.
It’s said that, we have reached a stage of “luxury fatigue”. To which extend would you agree with this statement?
There is may be fatigue in Luxury Marketing, but no fatigue in real luxury that is made through quality, exclusivity, excellency, prestige, art, culture and service.
Many experts believe that the success of Hublot is due to your personal style of managing the business. How would you describe your personal style?
The success of Hublot is due to my people, to my team and to all the customers around the world who are supporting us and helping us to build up the brand. Its definitively a team work that involves everybody from the supplier to the end customers. It’s a community driven by passion, excellency and love
You obviously have a passion for fine watches, what are your other interests you enjoy doing in your spare time?
First activity I love in my spare time is watches. It’s a passion that is around my heart and brain 24 hours. I love nature, authenticity, family life and my farm which connects me everyday to earth!
As a Patient collector you obviously revealed on different occasions that you have a large collection of Patek Philippe watches? What values do you admire about this brand? Can you draw similarities between the two brands Hublot and Patek Philippe?
It’s probably the brand that has the most contributed to the development of the Art of Watchmaking in Switzerland and in the world. Many pieces they have made can be considered as masterpieces and some even as museum pieces. Having a collection made out of masterpieces and museum pieces is the dream of every collector. And such dreams can be given by Patek Philippe and that’s why I collect their watches
Since long time ago Hublot invested in the social media and you stand out as the first watch company to launch an online TV. How much did this platform help to promote Hublot among new young customers?
Social media, Hublot TV, Facebook, Twitter and so on was instrumental to promote the brand among young customers! Young customers are our future and that’s why we are so keen to invest in this community.