Can you elaborate more on Ulysse Nardin’s boutique expansion plans in the region?
We recently opened our Middle Eastern flagship boutique in the world-renowned shopping destination – The Dubai Mall in September 2019. This was a significant milestone for us and we are thrilled to bring the collections, history and heritage of our brand to the United Arab Emirates. We will be strengthening our relationship with our partner in the UAE, the prestigious, Ahmed Seddiqi & Sons.
The region is central to our growth and we are excited to give residents the opportunity to learn more about Ulysse Nardin’s traditions and seafaring heritage, which spans over 170 years. There are also plans to expand further in Saudi Arabia.
How do you evaluate Ulysse Nardin’s performance in the region? What potential does it yet hold?
Ulysse Nardin timepieces are increasingly sought after by a discerning Middle Eastern clientele due to the extraordinary technical achievements, ingenuity and craftsmanship of each watch.
Traditionally the brand has a strong foothold in the top end of the luxury market and will continue to create its innovative limited edition pieces while creating an entry point for the millennials who are looking for the ultimate in craftsmanship and style. This entry point addresses not only the millennials but those who dare to be different as being a millennial is not being only young, it’s a mind-set.
There is also a new team in place at Ulysse Nardin and we are working to ensure we stay ahead in a highly competitive luxury watch market in the Middle East. The potential for growth in this region is huge as discerning clients wish to buy only the very best timepieces.
What is the ratio of Ulysse Nardin men’s to ladies’ watches sold in the region?
The Ulysse Nardin brand has traditionally drawn a predominantly male demographic but there are also new launches within the women’s market as the female audience in the Middle East is also very selective and knowledgeable of the fine watchmaking sector. Our Marine Lady Chronometer and Lady Diver watches are proving hugely popular. We have also recently unveiled a sportive series of diving watches exclusively for women.
The ratio of the brand’s men’s to ladies’ watches sold in the region is currently 9 out of 10.
Does Ulysse Nardin have any plans to expand and release more ladies watches in the near future? What can we expect?
We recently extended our collection of timepieces for women by unveiling a series of diving watches, rejuvenating our Lady Diver collection twelve years after the launch of our first feminine diving watch. As part of this series and in a limited edition of just 300 pieces, the Lady Diver Great White is none other than the female counterpart to the men’s Diver Great White. Dedicated to the art of diving with its freediver engraved on the case back, the watch enriches the existing collection serving as both a stunning piece of jewellery and a reliable instrument.
How do you describe Ulysse Nardin’s relationship with watch collectors and watch clubs in the region?
There is huge interest in the high-end watch market in the region and there is a thriving collectors’ community of fine watch lovers of all ages. Our partners in the UAE, Ahmed Seddiqi & Sons, stage the ever-growing forum, Dubai Watch Week, an event where we participate and celebrate the brand’s spirit of innovative fine watchmaking.
E-commerce and digital are becoming more and more important. Kindly explain Ulysse Nardin’s perspective towards online sales and social media use and effectiveness.
We have a very strong online presence including Facebook, Twitter, YouTube and Instagram. In line with our seafaring traditions, we speak to modern explorers who choose to follow their own rules. Reaching, engaging and enticing millennials is a major focus for our brand.
With the introduction of entry-level watches, Freak X and Skeleton X, we are appealing to broader markets. The channels of communication have changed accordingly and we are maximizing our online visibility through social media. We have recently announced our association with the talented Emirati flyboarder, Manea Al Marzooqi, who specifically appeals to the younger generation.
E-commerce is a natural progression for Ulysse Nardin as the entire industry moves into a digitally focused realm. It’s necessary to keep up with demand from a younger more tech-savvy buyer. Ulysse Nardin just launched a new website, which will be extended to e-commerce in the coming months.