bewitching collection Diamond Flower and Diamond Flower Ceramic
* The sporty Double Rotor Titanium
* And the Classical collection for lovers of traditional timekeepers.
Which is the biggest market for Perrelet and why?
Our biggest market is North America. The natural size of this country already offers a large area to deal with. As a niche brand, Perrelet has the advantage to have a huge potential of development. We actually are presented in 30 point of sales (POS) and this year our plans are to open some 20 other doors.
How do you describe the presence of Perrelet in the Middle East? How important is this market for the brand?
We are convinced that our collection perfectly matches the taste of Middle East connoisseurs. We definitely have to increase Perrelet recognition and awareness in the Middle East and therefore increase our media presence. We also have to find the best collaboration with our partners to develop “win-win” long-term partnerships and spread out our presence and service in all the Gulf markets.
Perrelet recently launched special edition watch at Doha Jewellery and Watches Exhibition in Qatar. Does the firm plan new region-focused activities?
For Perrelet, being present at the Doha Jewellery and Watches Exhibition is really important. First people can see our name and, of course, our products; and secondly it is very important to remind that Perrelet is an actor of the Haute Horlogerie segment together with other famous brands.
Is Perrelet scouting for more partners in the Middle East?
Perrelet wants to build long-term relationship with its partners. Our collaboration is based on mutual confidence and intention to position the brand image where it should be. This means a good comprehension of our brand, strategy and an impeccable presentation.
Did Perrelet’s performances in 2010 meet expectations?
The performances have been excellent. In 2010, we reached a worldwide development of 49 per cent.
Perrelet closed few networks in some countries. Was it because of the economic crisis or part of the company restructuring?
The global financial crisis gave us a reason to initiate a necessary introspection work and take decisions. We designed a new strategy and in order to implement it we had to modify our distribution network. We closed some markets and concentrated on most important ones while selecting new partners in different other countries.
Can you reveal to us new collections to be revealed at BASELWORLD? What are your expectations and main objectives in participating in the show this year?
The 2011 novelties are in consonance with our strategy and the input gathered in 2010. We focus on our strengths by offering very distinctive and exclusive models. Perrelet ensures an irreproachable quality at an accessible price and have a high perceived value.
You mentioned before that your target is to be known for distinctive products at accessible prices. Will this not affect the brand image and market status?
Perrelet offers quality timepieces at an accessible price at the entry of the traditional Haute Horlogerie segment. The brand image is well targeted, exactly where we want to position it. Our main business is situated between CHF 2,000 and CHF 8,000, a segment that a lot of brands left to accede to an upper level.
The industry is witnessing consolidation at the moment. But will Perrelet stand to gain for being an independent brand?
Definitely yes. With the pressure of the groups, the retailers observe and follow more and more the progression of independent brands. With its small structure, an independent brand can work closer and better with its partners and be more flexible.