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Nicolas Bos: Taking challenges head-on
Van Cleef & Arpels is a true reference in high-end watches and jewellery. And Nicolas Bos, President & CEO of Van Cleef & Arpels, aims to reinforce this position in the region and around the world. The company also aims to expand in the Middle East through opening new boutiques and participating in multi-purpose events. Below are excerpts from the interview with Bos:
As the new president & CEO, what is your vision and target for Van Cleef & Arpels - particularly in the Middle East?
Today, our vision and target are to cement Van Cleef & Arpels as a true and inescapable reference in high jewellery and high watchmaking throughout our creations, our events and our exhibitions, but also to continue developing our centennial know-how.
Middle East is amongst the major global luxury markets where we recently greatly expanded. For this part of the world, we would like to reinforce our positioning through opening new boutiques or by participating in events like Design Days of Dubai in March.
What in your opinion, is the foundation for the success story that defines the 105-year-old Van Cleef & Arpels brand today?
Van Cleef & Arpels is an internationally-renowned Maison in high jewellery and high watchmaking. This is mainly due to our very unique sources of inspiration, recognisable signature style, treatment of the movement, asymmetry or transformability, innovative techniques and designs – for instance, the Zip necklace or the Between the Fingers ring - exceptional quality of stones and a virtuoso craftsmanship passed on by generations of Mains d’Or™ …
How is the synergy with the Richemont Group enhancing Van Cleef & Arpels’ brand capabilities and expansion plans?
Richemont group is a solid and perennial support for Van Cleef & Arpels. Its vision is to plan the development of luxury Maisons on a long-term basis and allow them to grow in coherence with their identity, their history and their excellence.
What kind of impact does Salon International de la Haute Horlogerie (SIHH) have on a premium brand such as yours in the Middle East?
SIHH is a key rendezvous! It is a meeting and encounters’ platform that allows us to meet press, clients and partners from Middle East, amongst others. It permits to present, in avant-première and in optimal conditions, the Maison’s creations for the upcoming years.
What are your expectations at SIHH 2013?
Through the SIHH, amongst other fairs, exhibitions and events, we will continue to express our unique vision of Time. Poetic Complications and Extraordinary Dials for instance give a unique dimension to time, that of poetry and dream; which is completely based on the identity and the values of our Maison.
What are the foreseen trends and directions in watches and jewellery in 2013? Any particular directions that your brand is keen to apply in terms of movements or designs?
I would say that the whole collective process will continue to search for singularity, recognisable pieces, innovative techniques and aesthetics while balancing historical and new references. And always keeping in mind that each and every piece must stand alone and by itself as recognisably a true Van Cleef & Arpels signature no matter what collection or story it comes from.
What are your “star” novelties for this SIHH? When would we expect the SIHH novelties to be available at your boutiques and POS in the Middle East?
Six years after launching its first Poetic Complication, Van Cleef & Arpels revisits this year the grace of the female form with the Lady Arpels Ballerine Enchantée timepiece.
With our Extraordinary Dials™ novelties, Van Cleef & Arpels presents an enchanting interpretation of the passage of time including this year twirling butterflies and kites.
In 2008 the Charms watch was born, with its lucky charm motif spinning merrily around the dial. Today, Van Cleef & Arpels is opening a new chapter: Four auspicious symbols – the lily-of-the-valley, the lotus flower, the dandelion and the swallow.
The novelties will be available in December 2013 in the Middle East.
Which of your watch models and jewellery collections are the most popular in the Middle East? And why?
Our clients here have a sharp eye for quality and are becoming more and more connoisseurs of the Maison.
The most popular Van Cleef & Arpels timepieces in the Middle East are Pont Des Amoureux, Charms and Day & Night. Their success is due to the much appreciated and valued craftsmanship behind the design and technical innovation of the Poetic Complication, and the timeless elegance of the Charms watches.
As for the jewellery, the nature inspired collections and more specifically the floral designs are very popular in the region. Socrate, Lotus, Snowflake and Caresse d’Eole capture the beauty of nature reflected in meticulous details and diamonds setting. Van Cleef & Arpels’ range of Between the Finger rings is also in high demand in the Middle East, this technique being a signature of the Maison that adorns the fingers of the lady with a playful design.
What are the challenges you are facing as a watch maker and jewellery house?
Since all of our activity is based on creation, we try not to be affected by global and regional economic circumstances. We just create the pieces that are right and in the exemplary manner.
I also believe that jewels and timepieces are works of art and the combination of great inspiration, beautiful design and amazing craftsmanship. We take all the time it takes to get to the most amazing result without compromise.
VC&A recently endorsed its special orders services in the Middle East. Do you intend to further reinforce this service and develop it further?
The special order service is a service that Van Cleef & Arpels introduced worldwide long ago, giving the opportunity to its clients to have custom-made high jewellery. This service is intrinsic to the tradition of the Maison as it is a one-on-one approach with our special clients. We have created jewellery on special orders for renowned royalties and celebrities from the likes of HRH Princess Fawziya of Egypt and Empress Farah Pahlavi. Van Cleef & Arpels extended this service on timepieces with Art on Dial, enabling the watches enthusiasts to own a timepiece designed to their dreams.
Nicolas Bos credit Van Cleef & Arpels – Photo by Patrick Swirc