![]() How to Sell a Watch: There are many ways to get your timepiece in front of buyers today, but specialists say the process can be tricky.He also has aimed to emphasize the brand’s smartwatch, the Connected, which was introduced in 2015. Technological advances have instilled definite ideas in many young leaders about what their brands can be in a luxury-hyped world.Īt TAG Heuer, for example, Frédéric Arnault has focused on product innovation - the Carrera Plasma watch, introduced this past spring, is marketed as the first Swiss wristwatch to use lab-grown diamonds - and elevating the brand’s signature designs: the Monaco and the Carrera. We just have to communicate our strengths to the younger generation.” Adapting to Change We don’t have to change the product - it doesn’t matter what age you are, something classical is always beautiful. Raffy said, “but we have to do a better job of communicating to a wider extent about our artistry, our watchmakers, our limited quantities and the fact that everything is done by hand. ![]() “Watch collectors are getting younger by the day, and digital and social media is the way to attract the younger audience,” Ms. Alexandre Mille, 35, is the commercial director of Richard Mille who works alongside several siblings in the family business and Audrey Raffy, 29, is the vice president and legal counsel for Bovet 1822 and the eldest daughter of the company’s owner, Pascal Raffy. They came of age with TikTok, they understand bitcoin and NFTs, they have new and different interests than their parents.Īmong them: Benjamin Arabov, 30, chief executive of Jacob & Co and son of the company founder, Jacob Arabo Frédéric Arnault, 27, chief executive of TAG Heuer and son of Bernard Arnault, chairman of the luxury giant LVMH Moët Hennessy Louis Vuitton (another son, Jean, also focuses on watches - he is the marketing and development director for Louis Vuitton watches) and Pierre Biver, 22, who just co-founded the new JC Biver brand with his father, the industry legend Jean-Claude Biver. And at Parmigiani Fleurier, owned by the Sandoz Family Foundation, the watchmaker Michel Parmigiani’s daughter Anne-Laure Parmigiani has headed product development for two decades, making an impact on the artistic side with her engraving techniques.īut this group - ranging in age from 22 to 35 - are Gen-Z digital natives. Chopard has been in second-generation leadership with the siblings Karl-Friedrich and Caroline Scheufele since 2001. For example, Thierry Stern, president of Patek Philippe, is the fourth-generation leader in the business since the Sterns took over the company in 1932. Massena was quick to note that succession isn’t new in watches. “They can talk to the new generation because they are part of the new generation and they bring a fresh perspective.” “Typically, Swiss brands are slow to adapt to the market, and these next-generation kids might be able to bring faster change to the table,” said William Massena, a former managing director of the online TimeZone horology forum and founder of his own watch brand, Massena LAB. Now, those new leaders are making decisions about products, marketing, digital concepts and relationships that they say will bring new audiences, more online sales and propel the traditional watch industry fully into the 21st century. In the past few years, the watch world - especially independent, family-owned brands - has seen an influx of young, second-generation makers rising through the ranks and taking on top-level positions.
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