Interviews

Interview with Pascal Mouawad, Co-Guardian of Mouawad Jewellery Company

AWJ: It’s been three years since you became “Co-Guardians” of Mouawad Jewellery Company. What did you achieve along with your brothers so far?

PM: Mouawad already has a worldwide reputation as a prestigious brand and each of the four generations of the company have had distinctive traits that added value to the business in their own individual way. So to come to the helm at this stage in the company’s history as the new Co-Guardians is something all three of us have been preparing for all our lives. What we each bring to the table are our individual talents to ensure the legacy while contributing to the further development of the company and as so, we’ve already reached new and important milestones in Mouawad’s legacy such as rebranding the image of the company, launching our new Genève watch line, launching many new boutiques in the GCC region, and creating several new masterpieces—one of which led to our fourth Guinness World Record-the L’Incomparable Diamond Necklace.

AWJ: How would the Mouawad Brothers Fred, yourself and Alain complete each other and how are the group’s tasks distributed among the three of you?

PM: We have managed to divide our responsibilities between the three of us and still take the collective responsibility for the performance of the entire organization. Alain, is a seasoned horologist and marketing expert so as Co-Guardian of the watch division he brings a lot of expertise to that role; I head the retail division by focusing on continually enchanting our customers and building relationships; and Fred, being very passionate about diamonds and gemology leads our diamond and colored stone division—which includes our Premier Diamond Alliance (a DTC Sightholder), which offers a guaranteed conflict-free route and supply of certified, untreated, finely-cut and polished diamonds to the wholesale market.

AWJ: Do you think Mr. Robert Mouawad is satisfied to what has been fulfilled since three years now?

PM: He is. With the fourth generation, our goal is to institutionalize the company and grow it internationally while keeping the core principles of a family run business. Our brand legacy and our different strengths and know-how give us a real competitive edge in today’s market. The vision of Alain, Fred and I is that the Mouawad brand continues its tradition of creating the finest haute joaillerie, award-winning masterpieces and luxury timepieces and to maintain that excellence for centuries to come.

AWJ: How do you evaluate Mouawad’s current presence the Middle Eastern Market?

PM: The Middle-East region is our key market at the moment; all countries in this part of the world are hugely important to us. In the last year, we have opened five new boutiques in Kuwait, Doha, Lebanon and Muscat. We now have boutiques across the Middle East, in Singapore and Malaysia. This number will further increase by the end of the year as we open in Riyadh and Abu Dhabi.

AWJ: Mouawad has diversified its product lines, to launch a variety of new trendy jewellery collections in parallel with its famous exclusive high end jewellery. How did this policy allure the presence of Mouawad Jewellery in the market?

PM: Actually Mouawad has for many years offered a wide variety of collections from very high jewelry and masterpieces to boutique and bridal collections. In the jewellery and watch industry, luxury lies in creating a work of art that brings to life the highest standard of craftsmanship and the use of materials of the best quality. Providing true luxury to our customers is central to our philosophy and we use high quality diamonds and colored gemstones in all our jewellery whether masterpiece sets, bridal or our fashionable boutique collections—it’s all Mouawad and our customers know that each Piece is a marvel of craftsmanship.

AWJ: A few months ago, Mouawad launched two new collections of Swiss watches, “La Griffe” and “Grand Ellipse”. How were these two collections received in the International market and the Middle Eastern market?

PM: After the official unveiling of the Mouawad Watch Collection with a dedicated media event that took place in Dubai last March, we have been busy promoting the new collection across the Region. We have in fact organized launch events in our boutiques in Kuwait City, Jeddah, Riyadh, Muscat and Beirut to introduce the Grande Ellipse and La Griffe collections to our local customers. All of these launch events have been extremely successful and the feedback received from our customers has been very positive. They appreciate the variety of designs available while recognizing the quality of the materials and putting their trust in the horological expertise we have built as a family over generations.

AWJ: What’s so special about the new Mouawad watches when compared to other Swiss brands?

PM: The new Mouawad watch line introduces prestige watches steeped in the fine art and traditions of Swiss watchmaking and the mastery of our Mouawad Genève division and have been designed to be the choice of the world’s most discerning luxury timepiece customers. We have received a very strong response to our watches so far, and anticipate it will represent at least a third of our business in the future.

AWJ: You have recently moved your HQ to Dubai from where you manage the M.E retail region; please explain your retail expansion strategy for the region and what has been achieved so far?

PM: Well, not too recently, our corporate offices have been in Dubai for over 3 years now. We are firmly focused on the expansion in the Gulf region. We have made a commitment to get closer to our local clientele which is why we continue to open new Mouawad boutiques throughout the region.

AWJ: Mouawad has been collaborating with several Arab celebrities with the view of promoting the brand. What impact have they made on the brand’s profile and sales in the region?

PM: The Middle East is our strongest market and collaborating with the many popular stars in the region has been a great opportunity. Naming Najwa Karam as the face of the La Griffe watch collection has sparked a trend and we’ve noticed many women in the region coming into our boutiques and asking for the watch that Najwa wears. Plus several popular regional stars like Ahlam and Carole Samaha have been wearing our jewelry on popular TV shows such as Arabs’ Got Talent, X-Factor and Arab Idol, which has been very positive for the brand and gained a lot of exposure for our products.

AWJ: Why did you choose Lebanese Diva Najwa Karam to be the Mouawad La Griffe Ambassador? What are the qualities and characteristics that you share with her?

PM: Najwa, as you know, is a multi-platinum selling artist and popular judge on Arabs’ Got Talent and has a very strong and popular presence in the Middle East. This combined with the fact that she’s been a long-time admirer of our brand, made the decision an easy one for her and for us. Once she saw the new La Griffe collection she simply fell in love with it and was very excited to become the official ambassador of the collection. Najwa’s grace, beauty and passion are a perfect match for the alluring beauty of the La Griffe collection.

AWJ: What is the current role of Najwa Karam as a brand Ambassador?

PM: Najwa Karam as the face of Mouawad’s La Griffe has already appeared at the La Griffe launch of the collection and will appear in a new print advertising campaign. She will also be seen wearing items from the La Griffe collection at a series of high profile events and appearances throughout the year.

AWJ: Could you please describe the Mouawad customer profile in the Middle East?

PM: We have a wide range of customers in the region, from the royalty who’ve been loyal to the brand for over half a century to regional celebrities who’ve embraced our brand and products and due to our expansion and introducing boutique and our watch collections with more variety and accessible price points, we are gaining a new customer base of stylish men and women looking for quality products with unique and luxurious designs.

Market Report

BOVET and Artists for Peace and Justice add new stars to the Haitian firmament

The partnership between BOVET 1822 and the Artists for Peace and Justice Foundation, which for five years has been carrying out important work in Haiti. A school has been opened in the country to provide basic education for children, as well as an Art Academy for adults. “We believe that Education has the Power to change a Nation” has become The Foundation’s maxim and perfectly sums up the values shared by BOVET and APJ. Art at the service of education and an entire nation. A cause close to the heart of Pascal Raffy and BOVET. The event which took place on the fringes of the Toronto Film Festival brought together many of the actors appearing in “The Third Person”, Paul Haggis’s latest film.

Market News

Hotels in the Middle East region proved resilient this year

Regional hotels resilient during the first half of the January to June period this year, despite some markets facing economic and political unrest. Hotels in Dubai did well across all performance indicators. They recorded an overall occupancy rate of 86 per cent during the six months ending in June, up two per cent from the 84 per cent recorded during the corresponding time a year ago, the latest report by Ernst and Young showed. Meanwhile, average daily rate (ADR — a benchmark for performance) for the same period increased from Dh981 to Dh 1,041, while revenue per available room (RevPAR) was up 8.8 per cent. Revenues increased by 16 per cent to nearly Dh3 billion, according to the Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi). In June, Dubai hotels saw RevPAR rise by 6.9 per cent as a result of average room rate jumping from Dh670 to Dh705. Jeddah’s RevPAR was up 13.4 per cent, and occupancy remained at 80 per cent during the first half of this year. Similarly, Manama, Bahrain, recorded positive performance during the first half, with RevPAR up 15.4 per cent.

Dubai’s Gold Retailers are reached out by Indian jewellery makers

India’s gold jewellery manufacturers are seeking more than a helping hand from Dubai’s precious metal trade in what is being seen by some industry insiders as a “fight for survival”. An Indian industry grouping – Indian Jewellers of Excellence, which represents more than 70 businesses – is holding a two-day B2B summit here to showcase their handcrafted merchandise and designs and expecting to generate interest from local retailers. The organisers are hopeful that jewellery retailers from other Gulf States would also come calling and place orders. India’s jewellery retail is off by 40 per cent as Indian authorities kept raising the cost of buying. There is now an Rs300 difference on each gram of gold sold in India and its equivalent rate in Dubai. So, from being singularly focused on the domestic selling, India’s jewellery makers are forced to shift their gaze elsewhere. The Gulf is an obvious destination to press their designs, and they will also have roadshows in the Far East.

Dubai's DMCC becomes UAE's largest free zone

The Dubai Multi Commodities Centre (DMCC) has become the UAE's largest free zone, overtaking Jebel Ali, its executive chairman announced on Saturday. DMCC now has more than 7,330 active registrations, with an average of 200 companies’ joinging each month and a 94 percent retention rate, said Ahmed Bin Sulayem in a statement. He said DMCC also remains the UAE's fastest growing free zone, adding that it was targeting 10,000 firms by 2015. Bin Sulayem said: "We are now the UAE's largest and fastest growing free zone with over 7,330 active member companies - we remain committed to further growth in order to cement Dubai as the global hub for commodities trade and enterprise.

Company News

Hublot announced new ambassador in Brazil

Hublot's newest ambassador Guga Kuerten, Three-time winner at Roland Garros, former world number 1 tennis player and member of the International Tennis Hall of Fame. Guga joins Hublot's class of elite athletes, to celebrate this partnership; Hublot has launched a watch bearing Guga's signature, the King Power Guga Bang, in a limited edition of 100. Hublot is strengthening its alliance with its new ambassador by supporting the renowned tennis player's charity, the Instituto Guga Kuerten ("Guga Kuerten Institute").

Rivoli Group opens three new stores in Abu Dhabi at the Galleria Al Maryah Island

Rivoli Group has opened its three new stores in Al Sowwah Square, The Galleria, a newly opened luxury shopping centre in Abu Dhabi. Swatch, the quirky Swiss watch brand, Eyezone, the one- stop shop for the latest eyewear trends and Rivoli Prestige, The Galleria. Furthermore, the group will be opening two more outlets soon. Situated on Al Maryah Island, home to the capital’s new Central Business District.

A. Lange & Söhne lays cornerstone for manufactory extension

The A. Lange & Söhne construction site in Glashütte is abuzz with activity. The structural framework of the manufactory extension is gradually taking shape. Ergonomically optimised working conditions, streamlined processes and a balan¬ced ecological footprint are just some of the advantages of Lange Uhren GmbH’s new manufactory extension. During a reception at the construction site, Lange CEO Wilhelm Schmid and company founder Walter Lange laid the cornerstone for the new five-storey building. It contains a newspaper, the current A. Lange & Söhne catalogue, the latest edition of the in-house newsletter and a deed with details about the construction project.

SICIS is to transform its showroom in Paris

In October, the exhibition space devoted to watches and jewelry in the elegant SICIS France flagship store, situated in the heart of the golden triangle of the Ville Lumière, Will be extended and transformed to the customary high standard. The expansion forms part of a new concept, developed by the Sicis Lab team of architects to accommodate the company’s expanding collection of jewelry and timepieces in micro and nano mosaic. These will be harmoniously surrounded by fine marbles and golden mosaics depicting wisteria branches in Art Deco style.

Montblanc Celebrated International Literacy Day by Announcing Its “Signature for Good” collection

On International Literacy Day which took place recently Montblanc announced that the “Signature for Good” collection of limited edition writing instruments, jewellery and leather goods has achieved its goal of raising $1.5 million dollars to benefit UNICEF. Launched during the 2013 Academy Awards, the Montblanc “Signature for Good” initiative supports UNICEF education programmes worldwide with a percentage of the funds raised committed to building and maintaining schools for underprivileged children within UNICEF's Schools for Africa, Asia and South America programmes.

Chaumet opened its first Boutique in Abu Dhabi

Chaumet opened last month its 1st boutique in Abu Dhabi, 2nd in the United Arab Emirates. An opening that marks the international development with over 80 boutiques in Europe, Japan, China, Russia and Middle East. For Abu Dhabi, the French architect Jean-Michel Wilmotte has designed a modern façade that is as unique as a piece of jewellery. The result is both graphically abstract and vibrant, featuring a combination of rectangular and square volumes. Made-up of blue backlit glass and bronze metal.

Product Launch

Jaeger-LeCoultre sponsors Abu Dhabi Film Festival for third year

Jaeger-LeCoultre continues its association with cinematographic and horological accomplishment as a major partner of the 2013 Abu Dhabi Film Festival which will take place from October 24 – November 2, 2013. For the last three years, Jaeger-LeCoultre proudly pays tribute to Arab talent in supporting the Abu Dhabi Film Festival. Jaeger-LeCoultre will unveil its Hybris Mechanica collection to celebrate this year’s 180th anniversary. Jaeger-LeCoultre will be actively involved in all the highlights of the event, adorning the stars with its finest creations and presenting a personalised Reverso watch to the winners of the Best Actress and Best Actor of the year in the Narrative Competition.

Majestic revealed Gagà Milano Watches to the UAE

Majestic announced the arrival of the Gagà Milano watches to the UAE. Gagà Milano collection includes the Manual Movement which embodies the strong brand identity and comes from a simple and smart idea: to apply a strap to a nineteenth century pocket watch and wear it on the wrist; a watch that undermines the rules and blends classic time and futuristic visions.

Perrelet presents Turbine Snake limited edition watch

Perrelet presented a special edition of the Turbine watch to celebrate the Chinese year of the snake. The reptile is a neutral white mother-of-pearl background, the animal appears in all its majestic splendour, crafted from Polynesian mother-of-pearl that defines its profile and the individual scales. Its eye glows with the light radiating from a 0.025-carat ruby. This motif is framed by a total-black DLC-coated steel 44 mm-diameter case, teamed with a superb black crocodile leather strap. The Turbine Snake is issued in a 99-piece numbered limited edition, equipped with the exclusive in-house P-331 double rotor movement.

RJ-Romain Jerome pays tribute to maritime legends with the tattoo-DNA collection

RJ-Romain Jerome has joined forces with Mo Coppoletta, in paying tribute to the tattoo art. The Tattoo-DNA collection embodies a new legend, that of the “sailor’s grave”. The models in the Tattoo-DNA collection all features a 50 mm case adorned with a black PVD-coated engraved bezel. The paws on every RJ-Romain Jerome timepieces are in steel or black PVD-coated steel. The various stamped, engraved and decorated silver decorative elements lend an impressive sense of depth to the dial, which features a scene in which the elements are unleashed. The watches in the Tattoo-DNA collection are teamed with a black fabric strap or with a skin-coloured leather strap tattooed by Mo Coppoletta himself.

Maitres du Temps presented Chapter One Round Transparence

Chapter One Round Transparence is the high precision, laser-etched sapphire dial that discovers the meticulously decorated movement and all its mechanical prowess and intricate inner workings. The dial reveals central coaxial hours, minutes, and chronograph 60-second counter; tourbillon and day of the week roller. The ultra-thin 0.40 mm sapphire is precisely laser-cut, and then more than 20 tiny holes are laser-pierced for the anchors that fasten the indicies that mark the passage of time around the perimeter. Transparence is not just limited to the movement. The addition of the precious metal finishes Chronograph Bridge visible through the octagonal sapphire display back.

Bentley introduces new chronograph model into the 2014 Solstice Collection

The cushion shaped Solstice model reflects Bentley designer's artful interpretation of light and darkness. The new model features chronograph function, topped with a simple tri-compax dial face, high intensity luminosity elements are utilized on the tips of hour and minute hands providing absolute legibility in dark environments. The new Solstice chronograph features stainless steel case, with a choice of black and white dial face, the case is finished in additional colors including PVD rose gold and IP black. Stainless steel bracelet comes are standards on all models, and for an even sportier look options for genuine leather straps are available in dark brown, light brown and black.

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