AL­LURE

EBEL’S PRES­I­DENT AND COM­MER­CIAL DI­REC­TOR FOR EUROPE AND ASIA, LOEK OPRIN­SEN, DELVES INTO THE AL­LURE THAT BEAU­TI­FULLY CRAFTED TIME­PIECES HOLD FOR WOMEN.

24-7 (Singapore) - - Contents - By Denyse Yeo

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.

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