“We’ve been do­ing Fairmined gold to at­tract at­ten­tion to the is­sue [of fair trade in gold min­ing]”

DA MAN - Caliber - - INSIDERS -

are so much drawn to fash­ion and sym­bols like the ladies. If I un­der­stand the con­text, the crafts­man­ship, the back­ground, the qual­ity, how it’s made, I’d buy the prod­uct not be­cause some­body else is wear­ing it. DA: How do you ex­pand the brand to reach out to the on­line gen­er­a­tion? KFS: We have dou­bled, if not tripled, our ef­forts [to ex­pand our] so­cial me­dia reach. We have e-com­merce ini­tia­tives in the U.S. and now in the U.K. I think that it won’t be long be­fore we spread that to Europe. It doesn’t re­place a visit to the stores, mind you. In fact, it’s an ad­di­tion to that be­cause when you buy lux­ury goods, you want to touch and feel the prod­ucts. Go­ing to a bou­tique will con­tinue to rep­re­sent the main mode of pur­chase. The clients ex­pect more of an ex­pe­ri­ence. We have to be more cre­ative. This may in­volve a man­u­fac­ture visit, wine tast­ing—there’s so many things you can think of and each is very much ap­pre­ci­ated by the client. There’s not one day in a week that you don’t re­ceive some­one from some­where around the world for a tour around the man­u­fac­ture in Fleurier. DA: Is there the slight­est pos­si­bil­ity of the brand ven­tur­ing into dig­i­tal watches? KFS: I re­ally don’t be­lieve in dig­i­tal watches. I don’t see their value as lux­ury goods; it’s sim­ply elec­tron­ics. We can­not com­pare what we do to a smart­watch; dif­fer­ent busi­ness al­to­gether. it’s a DA: All in all, where is Chopard in the lux­ury in­dus­try right now? KFS: We’re in a unique po­si­tion of rep­re­sent­ing a fam­ily-owned brand in a world full of con­glom­er­ates. We also have a strong of­fer­ing in both watches and jew­elry, and I think this is a pretty good po­si­tion to be in to­day. We’re not un­der pres­sure to please the share­hold­ers. We can look after our own qual­ity; we don’t need to dou­ble sales, etc. We can sim­ply con­tinue our course and try to stand among the best. DA: How’s the man­u­fac­ture go­ing? Any hint of the new move­ment to be in­tro­duced soon aside from what’s shown at Basel­world? KFS: We are al­ways work­ing on new move­ments. I can’t tell you what will come in two or three years’ time, be­cause we would like this to re­main a sur­prise. What I can tell you now is that we’re work­ing on a ladies’ au­to­matic move­ment, which will be in­tro­duced next year. It’s not for an L.U.C watch, and it’s go­ing to be a strate­gic el­e­ment for us.

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