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Really Legendary Ralph Lauren
There are very few brands – that too in high-end – which need no recognition irrespective of where you are. Their history, craftsmanship and uniqueness speak volume of their individuality and identity. In high-end watches and jewellery category, Ralph Lauren needs no introduction for being a brand which even the global fashion celebrities feel proud to be liaison with. Guy Chatillon, CEO of Ralph Lauren, speaks to Arabian Watches and Jewellery Magazine, spelling out company’s global expansion plan, distribution strategy and the performance of the Middle Eastern markets. Excerpts:
Two years after the launch of Ralph Lauren watches in 2009, where does the brand stand today among the high-end category?
Our products have been well-received in the watch enthusiast community and we have created a strong foundation of three iconic collections. We have also created qualitative distribution network at an international level, having successfully opened points of sale and Watch Salons in major cities in 14 countries.
How did the brand overcome the global crises?
When we launched in 2009 during the economic crisis, Ralph Lauren, and the overall industry, saw a shift in consumer preferences. Consumers were shifting towards watches with intrinsic values, craftsmanship and simplicity – a return to fundamentals. We’ve responded well to this change in consumerism as our products fits the demand that represent authenticity, longevity and functionality.
How did you evaluate the presence of Ralph Lauren watches in the Middle East markets and what was the consumer feedback?
The Middle East consumers responded well to our offerings. Our participation in the Bahrain and Qatar exhibitions helped us a lot to raise awareness and reinforce our brand image. The Middle East consumers have appreciated the craftsmanship and style of our products and Ralph Lauren’s signature sensibilities of luxury, glamour and timelessness have been welcomed by Middle East consumers as they are around the world.
You have recently opened the first RL watches Boutique in Paris. Are there any plans to add more sales points - particularly in the Middle East?
The Watch Salon format is an integral part of our selective distribution strategy. In 2009, we opened the first of these in London and last year opened Salons in Macau, Paris and New York. We plan to continue steadily rolling out this format internationally, according to the appropriate opportunities in terms of space availability and location. It is important to note though, that there are two pillars to our selective distribution strategy: Ralph Lauren stores and the best independent retailers — so we will continue to ensure a harmonious balance between the two formats.
Are there any plans to expand into other Middle Eastern market, such as Kuwait & Levant?
For the moment we will focus on the UAE, Bahrain, Qatar as well as Saudi Arabia. In these markets we have partnered with the top independent retailers – including Ahmed Seddiqi & Sons in Dubai, Bahrain Jewellery Centre in Manama and Ali Bin Ali in Doha and Riyadh. The Middle East, especially the Gulf, is a key area for the luxury and fine timepiece industries and we will continue to assess the situation in other markets such as Kuwait and the Levant, expanding our distribution according to the appropriate opportunities.
Does Ralph Lauren’s new sporting watch mean the beginning of involvement in sports world?
Ralph Lauren has a long history in the world of sports – sponsoring prestigious events such as Wimbledon and the U.S. Olympics Team. The elegance of sports and the beauty of speed are very much part of the sporting collection inspiration. With the new watch inspired by Mr. Lauren’s Bugatti Atlantic, we’re connecting to his passion for fine automobiles. He is an avid car collector, and his cars have often served as inspiration for his products. We plan to continue developing more products in this direction in the future.
Tell us more about the new SIHH novelties? What are your expectations?
This year, it’s about expanding our three existing collections by introducing several new materials – such as matte black ceramic and elm burl wood, new finishes and shapes to our collections. While widening our offering, we are continuing to focus on watches that are timeless and unique, with an emphasis on quality, design and craftsmanship.
With these novelties, our objective is to offer a comprehensive product mix that covers a wider range – from lower price points to more innovative watches. This allows us to continue building a strong foundation for the business and attract a new audience.