EBEL’S PRESIDENT AND COMMERCIAL DIRECTOR FOR EUROPE AND ASIA, LOEK OPRINSEN, DELVES INTO THE ALLURE THAT BEAUTIFULLY CRAFTED TIMEPIECES HOLD FOR WOMEN.
Ebel’s president Loek Oprinsen tells us why women are drawn to a beautifully crafted timepiece
WE DESIGN SPECIFICALLY FOR WOMEN.
It has always been our focus. Men’s watches dominate our industry, and (for other brands) ladies’ watches are launched as smaller versions of these. We are convinced that women are worth more than that. We did an intensive market survey in 2010 of over 1,000 women around the globe. We got the same answers: “I love my Ebel because it’s so comfortable”, “I can wear it day and night” and “The finishing is soft and rounded”. We are good listeners so we continue to implement those features in our future collections. It’s a reality.
I CAN TELL YOU
that the majority of ladies’ watches sold today are quartz watches, and this will continue. That’s a fact. I hear a lot of aficionados say that women go for automatic movements. It’s not entirely true. They do it because their partners often tell them that they need mechanical watches, since men are the technical freaks.
THE REALITY IS
women want a watch which they can put back on after three, four days without having to wind it or set the time and date. It’s annoying and they don’t like that. And this is really ignored by our industry. I believe quartz watches have a very good future. However, we do have our automatic or mechanical movements integrated into our new collections.
I ALWAYS APPROACH WOMEN AND ASK THEM ABOUT THEIR EBEL WATCHES.
I’m not a person who gets embarrassed easily. I am curious and people love it. An awful lot of emotion is usually attached to an Ebel purchase. It could be her first luxury watch or something that her husband bought for her. But, sometimes, it’s a challenge to make her buy a new one. That’s why our recent collections are aimed at a new type of customer – women who buy what they like and what makes them happy, rather than follow what their partner says.
I BOUGHT MY WIFE
a steel Ebel Onde 36mm for Christmas. She loves it. She has her own beauty business, so she is my best salesperson because people always watch her hands when she does facials. She has another on her wish list – the Beluga 36.5mm in steel.