“It’s how brands ex­cite you as a cus­tomer but it’s also how they keep you.”

GQ (Australia) - - GQ WATCH -

GQ: Af­ter the orig­i­nal back­lash your tech­nique en­dured, your em­brace of per­son­al­i­sa­tion has gone on to be­come a huge suc­cess. Where does the con­sumer’s thirst for this come from? GB: It hap­pened in ’20s – ev­ery­thing was be­spoke. You’d go to Louis Vuit­ton to get your trunk made for your trav­els. Suits, shirts, ev­ery­thing was be­spoke. These days we all have our own in­di­vid­ual style and we’ve all got our own thing that makes us ‘us’. Cars are be­com­ing more per­son­alised; com­pa­nies like Bent­ley, Jaguar, Range Rover are do­ing in­di­vid­u­al­ity pro­cesses. So, my ini­tial thought was why isn’t your watch a part of that? When you look at what mag­a­zines like GQ have done, they’ve given us our in­di­vid­ual style. Why hasn’t the watch mar­ket done that? GQ: But thanks to a wake up call from you, the watch world has caught on. GB: Yes, now they’re do­ing it. Things like Hodin­kee’s ‘Skip­per’ col­lab­o­ra­tions and ‘Speedy Tues­day’ re­leases from Omega on In­sta­gram have changed the whole de­mo­graphic. I re­mem­ber once I was so ex­cited about buy­ing a 1967 Heuer ‘Re­gatta Skip­per’ model that I fell down the stairs in my boxer shorts.

GQ: Box­ers then, not tighty-whities? GB: No, they were box­ers! But I needed to buy that watch. You know, boom! That for me, is an in­stant thing. We’re di­rect to cus­tomer. We’re ask­ing what colours cus­tomers like? The new green? Or more flo­ral? Ev­ery lux­ury brand now of­fers per­son­al­i­sa­tion. But 14 years ago they didn’t. GQ: Does there come a time where it’s too much?

GB: No, now it’s would you like your ini­tials? Do you want this? Do you want that? It’s how brands ex­cite you as a cus­tomer but it’s also how they keep you. You won’t sell it on, be­cause it’s yours. GQ: And why has this trend grown so ex­po­nen­tially?

GB: We live in an In­sta­gram gen­er­a­tion so it’s some­thing a lot of busi­nesses are try­ing to fig­ure out. How do you get cus­tomers back into un­der­stand­ing what they love? What we do know about that gen­er­a­tion is their spend will come up. But for me and Jean-claude [Biver], it was more about know­ing that they make an in­formed de­ci­sion of what they want so we’ve got to in­ter­act in a bet­ter way. tagheuer.com; bam­ford­watchde­part­ment.com

Ge­orge Bam­ford and Jean-claude Biver on stage at this year’s Basel­world.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.