Ever since its creation in 2002 by Denis Flageollet and David Zanetta, De Bethune, the independent watch brand has made an impressive mark in the market for its watches by developing its own R&D and production tools. Being so, it has become a very popular and in-demand brand among watch collectors and watch connoisseurs.
Last week, De Bethune, along with its partner in the UAE Ahmed Seddiqi & Sons, unveiled several new products. AWJ met De Bethune’s CEO Pierre Jacques, who explained his new vision of the brand and emphasized the importance of the Middle East markets for their watches.
Since its inception in 2002, De Bethune watches originally were linked to the sky and are distinguished by the logs and known for using different innovative material. How would you classify your watches: classic, sports, diving, even though your brand extends across most of these categories?
De Bethune always has two personalities. It is truly avant-garde as you can feel from the very first dream watch launched in 2007, which was like a space ship in the watch industry. While the strong personality of De Bethune is very classic, you can feel the contemporaneity in creations like the first digital DBS and also in the DB25 collection chronograph tourbillon. All these watches look very classic and we have the leader status in classical watches as the master of 18th century, but at the same time we are also in the lead making new designs with a lot of innovation. As you can see So De Bethune is a bridge between these two worlds.
In 2011 you were appointed as the CEO of Be Bethune to become a proud part owner of the brand. How much of responsibility, (fun) and involvement is this for Pierre?
I think my involvement was, is and will be 100 percent with the De Bethune. Being the CEO and then partner of the company has never made a difference. I always dedicate all my passion and time to the brand and make this brand growing. So it doesn’t change.
Is this fun for you?
Yes it is a lot of fun, I’m lucky to do what I like best as a job and in my position as well.
De Bethune is definitely not a first-choice watch? There is perhaps a long journey of first watches before the customer will offer you his hand? How would you profile the De Bethune client in the Middle East? Is he any different than the global watch buyer?
I think there is no difference between international and Middle East clients. Maybe the only difference could in the life style choosing between a sports watch and a classical watch. In the past we could say the clients preferred jewellery pieces but now I see we cannot generalize.
Clients have specific taste these days to suit their lifestyle or other environs. If you are living in a country which is warm and humid you will have a sports watch because maybe you will wear sneakers, jeans or shorts and a sports watch goes better with them, and for more temperate countries maybe you will have classical looking watch.
Your production is something like 160+ watches per year. And you sometimes spend a lot of time in developing a specific caliber, such as the world timer caliber to end up manufacturing and selling 10 watches. How feasible is this approach to the brand?
Last year our production reached 165 timepieces. This year it will be 200 pieces. As for the number of pieces, of course feasibility is not the focus. As I said in the beginning the idea is not to use economy of scale to become very rich. The vision we follow is to create the best watch we can and for that we invent new calibers even if it not for use in the main collection or for reuse in the future. It is part of the brand and the DNA of De Bethune is to create something extraordinary.
How many calibers do you have in your profile so far?
I think we should be having 26 calibers.
The shape of the De Bethune case and logs are very distinct and innovative. What are the other elements and statics that would add more beauty to the brand?
It is so difficult to tell. As you said the logs, the shape of the case like DB25 etc. are quite distinctive exclusive enough that even when you see from very far you will recognize if it is a De Bethune or not. It is really something unique and special and we also take care to integrate the past and the present to create uniqueness. We always follow the vision and that is why De Bethune is unique and unlike any other watch.
As an independent watch brand and in the current Corona -19 pandemic situation you must be facing several challenges. What are your current challenges?
Initially it was affecting us slightly because we hadn’t anticipated the crises which as unprecedented, but I can tell you that since end of last summer business is booming for independent brands and especially for De Bethune. Today two-third of the annual production is already allocated. We are really lucky because people now think there is a move and momentum for the independent watch maker. People are looking for authentic and long term value and they have learned to focus differently on marketing effectiveness and brand value.
Under the present circumstances how important is the Middle East market for De Bethune?
It is always very important especially Dubai market with which we have been involved for many years. We have the support of the Seddiqi family since the beginning and have a wonderful relationship not only in Dubai but in Abu Dhabi, Qatar and elsewhere in the region. More and more collectors looking for our creations as they understand De Bethune represent greater value for money.