Alexander Schmiedt said “Vacheron Constantin had a very successful year at SIHH 2019, with very positive reactions from both customers and press alike”. Middle Eastern watch connoisseurs are passionate about Vacheron Constantin and excited about our brand, added Schmiedt in an interview for Arabian Watches & Jewellery.
1. What can Vacheron Customers in the ME expect from the Maison this year? And how was the SIHH novelties met with the VIP customers and media?
SIHH 2019 was all about “La Belle Haute Horologerie” and this has always been a focus for Vacheron Constantin. Technicality, innovation, authenticity, beauty and craftsmanship are the pillars upon which this brand has been built. This core theme was expressed through the variety of Vacheron Constantin’s SIHH 2019 collections and the highlight of which was the Traditionelle Twin Beat which embodies innovation; perpetuating the perpetual calendar to encompass modernity in a finely handcrafted manner which is emblematic of the Vacheron Constantin brand. It really was the pièce de résistance for our brand this year, but in the same spirit, we showcased some truly exceptional collections, such as the Cabinotiers Méchaniques Sauvages which represents the epitome of high watchmaking, merging the highest level of artisanship with outstanding complications. We also presented some exciting novelties in Overseas, such as the Overseas Tourbillon in stainless steel which is something that our Middle Eastern clients have been asking about for quite some time. And then of course, we also have the FIFTYSIX collection featuring the petrol blue dial as well – all in all, we had a very successful year at SIHH, with very positive reactions from both customers and press alike.
2. How do you evaluate 2018 for Vacheron in the region? What potentials does it yet hold?
2018 was a very strong year for Vacheron Constantin in the Middle East. We have a long-term view on everything we are doing. We have been making watches for over 260 years and know how to adopt a long-term view on our strategy. About 3 years ago, we really started activating Vacheron Constantin in the Middle East as it is a very important market for us. Our vision is long-term, and in 2018, we really saw the momentum started to take effect for our brand in the region. Overseas has been very popular for the past couple of years, the FIFTYSIX collection had high appeal for our regional customers and we have also seen a big success with the Historique Complete Calendar in stainless steel. We are really seeing an increase in appreciation amongst Middle Eastern watch connoisseurs who are passionate about Vacheron Constantin. And that is really what it is all about: to make our customers, the connoisseurs excited about our brand.
3. Can you elaborate more on your boutique expansion plan in the region?
In 2018, our strategy was very much aligned with a “less is more” philosophy. On a global level, we focused on honing in on qualitative points of sales, reducing the availability in certain places which were not at par with the level of service we would like to offer. At the same time, we have been developing those which we feel offer the greatest potential, focusing on our boutique network with the goal of offering the exact same level of Vacheron Constantin service to the client no matter where it is located or who is running it. The reaction to this approach has been very positive and we will continue to work this way in 2019. We will also be focusing on the KSA market this year as we feel that this is a market which is still underrepresented in the luxury watch market. We feel that the watch connoisseurs there would greatly appreciate what Vacheron Constantin has to offer and we are opening our boutique in Riyadh in March this year.
4. Last year VC launched a new line FIFTYSIX how was it received in the ME?
We launched FIFTYSIX as a new collection last year to complement Vacheron Constantin’s existing offering. If you look at the Vacheron Constantin universe, we, of course, have that that classic, fine Geneva watchmaking DNA which is evident within the Patrimony and Traditionelle collections. These collections are exclusively made using precious metals and represent the brand’s signature refinement and timeless appeal. On the other hand, we also have the sporty elegance line, the Overseas, which is primarily available in stainless steel which balances practicality and with contemporary style.
With FIFTYSIX, the idea was to create a third pillar of the brand, offering clients the option of a modern vintage territory. This is the first collection in the brand’s history which offers models in both stainless steel and pink gold. The versatility of the FIFTYSIX was very well received in the Middle East because the design and style of the collection complements Vacheron Constantin’s existing collections and offers Middle Eastern men refined, stainless steel references which appeal to their personal taste. FIFTYSIX has worked very well for us in the Middle East because it has expanded the options we offer our customers by introducing a whole new collection blending modernity with tradition.
5. Vacheron Constantin has been offering classic and elegant watches for over 260 years, how would the Overseas compliment the sport watches line with the Maison?
Overseas is an important territory and pillar within Vacheron Constantin’s collections. When you look into the heritage and history of Vacheron Constantin, yes, our DNA is the classic, sophisticated, fine Geneva watchmaking. But in the end, a Vacheron Constantin watch has always eloquently balanced aesthetics, beauty, innovation and technicality of movements and performance within every reference. Overseas represents this ethos; overseas is a collection which has been a part of the Vacheron Constantin brand since 1977 with the predecessor of the 222 reference which was launched in 1977 to commemorate the 222nd anniversary of the brand. This reference incorporated the spirit of Vacheron Constantin in an elegant yet sporty expression. The Overseas 3 which launched in 2016 is the third iteration of the Overseas. Re-launching a collection is always a challenge as you have to strike the perfect balance between creating something new whilst staying true to the original reference, and I feel that the Overseas 3 beautifully walks that fine line and this is represented by the success that the reference has enjoyed over the past few years. It is an important part of the Vacheron Constantin collections and it is here to stay, representing the essence of the spirit of the Maison.