Home Interviews CONVERSATIONS WITH STÉPHANE BELMONT, DIRECTOR OF CREATION AND MARKETING AT JAEGER-LECOULTRE

CONVERSATIONS WITH STÉPHANE BELMONT, DIRECTOR OF CREATION AND MARKETING AT JAEGER-LECOULTRE

by Hours and Minutes Australia

Jaeger-LeCoultre is as much a watchmaker’s paradise as it is a utopia for those who love fine timepieces. Every creation that comes out from the fertile precincts of the Manufacture, tells a story of path breaking innovation and traditional expertise. We catch up with Stéphane Belmont, the Director of Creation and Marketing for a little watch talk and the manufactures new timepieces for 2017…

Shedding some light on the new 2017 Rendez Vous Collection

The Rendez-vous has now turned out to be the second best-selling collection. We wanted to do something and focus on it so that we don’t lose this dynamic. For the past ten years, we have been putting in a lot of effort on the development of feminine watches. The competition is also becoming stronger and so we think that we need to carry on being leaders in this segment, and not lose the dynamics we have created.

On the use of new materials

We have been experimenting with new materials thanks to our ateliers and have had a very good response to this. We think it makes the watch interesting. You don’t lose the essence of the watch… Let’s say you have a Reverso or a Rendez-vous, it gives the opportunity to do something with the watch without losing on its essential character. It works with watches that have a strong character. For the Reverso it is the shape of the case. For the Rendez-vous it is the numbers and also the functions and complications.

This year you have also done a flying tourbillon with a world timer (Jaeger-LeCoultre Geophysic Universal Time Tourbillon). Could you tell us a little more about it?

It is a limited edition of 100 pieces in platinum and will hit the market soon. We have done similar approaches in the past. The technique of using a tourbillon to display a function is something we are good at. Tourbillions have  lost a bit of their success not only because everyone is launching one but also because they all look the same. We think that the tourbillon is nice to look at and should be combined with other complications. It is about selling a watch with a good design where you can see the three dimensionality of the watch. The tourbillon plays just one part. It is part of the scenery but not the whole watch.

How do you position Jaeger-LeCoultre as a brand?

We cultivate products that have their own identity and are very strong. So, they could well exist by themselves. It is a rich collection. So I would say that Jaeger-LeCoultre is a  watchmaking company that creates interesting designs. It is a combination of watchmaking and creativity. It is a master of complications. We don’t want to position the brand as being too expensive or too affordable. We want the client to feel that we are the best in any price category. We want our clients to feel that in the given price they are getting the best that they could ever receive.

Who is a Hybris Artistica customer?

We are looking at people who want to buy something that is not conventional. They will take their time to discover and appreciate the watch. It is a watch that has more than others, but expresses it in an elegant and refined manner. It is for someone who is self- confident. It is a watch that a person will buy for himself.

On the Swiss watch industry…

When times are difficult we need to be true to ourselves. We should reinforce what has made us successful in the past. At the same time, we built the future by promoting the lines that we have launched recently. We are also focusing on redevelopment of classic and elegant watches. We feel that it is necessary to now, also focus on men! In this turbulent global scenario, Jaeger-LeCoultre is a brand that is on the path to preserve its integrity and hold on to the trust that it has won from patrons all over the world through its long existence!

 

You may also like

Leave a Comment