Article #1
"Les journées particulères" By LVMH
The visit of La Maison Chaumet
- A good strategy to let consumer understand the univers of the brand -
#Actuality #Chaumet #LVMH #ConsumerOrientedStrategy #Brand #Univers
​
INFORMATION FOR THE JEWELRY FANS -
The famous 18th edition of “Les Journées Particulières” by LVMH took place from the 12th to the 14th of October 2018. This totally free concept is an open day permitting to visit the backstage of prestigious and luxurious brands. Let’s focus on the case of Chaumet in its private residence at the 12th Place Vendôme, a very precious place, behind the doors of Baudard de Saint-James Hotel.
From its creation in 1780 in Paris, the history of Chaumet follows France’s history. The jewelry house became quickly the official jeweler of Empress Joséphine. Created at the heart of the place Vendôme, the jewelers and watchmakers reflect a 235 years expertise and testify the Parisian way of life.
The exhibition was organized in four steps: the drawing of jewels, the Chopin living-room, the diamonds and exceptional gemstones and the expertise of Chaumet’s artisans. The theme of this event was Jewelers’ symphony and the art of details.
Let’s begin by the drawing and photography of jewels. The first steps of the visit are dedicated to the source of the jewels: the drawings. The Maison Chaumet has more than 85.000 drawings at the scale one for most of them. A small selection was presented here, most of them in a digital animation. On the wall of the living-room, an exhibition of photography comes back on several iconic creations. Maison Chaumet gets its inspiration from nature and love. The patrimonial of the brand has more than 60.000 negatives of photography where we can observe the thoroughness, the details and the preciosity of the jewels.
Then, let’s continue the visit in the Chopin living-room, the heart of Maison Chaumet. It’s a real artwork few meters behind the Place Vendôme. The company has been established there, at the 12th Place Vendôme in 1812. The Chopin living-room takes its name from the music compositor who was living there when it was the embassy of Russia and where he has composed its last mazurka. This room was designed by François-Joseph Bellander and it is listed as historic monument. For the occasion, the salon Chopin was welcoming four exceptional tiaras. One of them was the tiara of the first empire, designed for the empress Marie-Louise, the wife of Napoléon. The tiara represents some ears of wheat and become a symbol of the Maison Chaumet. Some are removable, others are transformable: those impressive tiaras are part of the DNA of the House. Today, the white gold and the platinum have replaced the silver and the yellow gold to sparkle. The Maison Chaumet realize each year, at least two high jewelry tiaras.
If you want to know more about diamonds and gemstones, it was the place to be. What does a brut emerald or a brut diamond look like? How to determine the purity of a gemstone? What are the differences between a precious stone (sapphires, rubies, emeralds, diamonds) and a gemstone? What is an inclusion? The Chaumet’s experts in gemology were investing one of the living-room of the private residence to reveal a part gemstones’ secrets. Filmed thanks to a magnifying binocular glass, the pear size of Joséphine’s collection has never been as visible as here. Thanks to a screen, each zone was graduated in order to be the most precise. The Maison Chaumet is really creating excellence.
The visit finish in a cozy lounge with an audacious game of mirrors. Under the supervision of the master of the studio creation, a jeweler, a crimper and a polisher, apply carefully the gestures of their expertise. The master of the studio creation is the thirteen one since the creation of the house in 1780. In the room, an enormous video projection of the tiara “Epis de blé” impress the crowd. Artists of the studio creation are used to work with historical tools. The only modern tools used in jewelry creation is the laser. The master of the studio creation said to us “What I like in my job, is the fact that I can interact at different level of the creation. The fact of working in a team dynamic and in exceptional projects. I have been practicing for twenty-five years and I am nerve boring. And last but not least, what I prefer is to give and give back live to emotional pieces. A wonderful lesson of love.
​
- Victoire
​
Sources:
​
​
https://www.chaumet.com/fr/actualites/les-journees-particulieres-2016
​
Personal Visit
Article #2
Actuality: BIJORHCA show in Paris
#Actuality #Bijorhca #Event #Jewelry&WatchesIndustry #NewTrends
​
You are jeweler? Watchmaker? Creator? Artisan? Director of a jewelry shop? The next session of Bijorhca will take place on the 18th to 21st of January 2019 in Paris, Porte de Versailles.
What is Bijorhca? Bijorhca is the event of the professional actors of the jewelry actors.
Let’s flashback on the last session of Bijorhca. It was from the 7th to the 10th of September 2018 where the focus was on the precious jewelry. In 3 days, there was about 12.000 buyers and the European public relation, which was looking for innovations and latest technologies.
At Bijorhca, you can find several raw materials and not only gold or silver, but also copper, bronze, enamel, leather, gemstones and organic materials such as mother-of-pearl, horn or coral.
During the show, you also can follow some workshops or conferences given by school directors or jeweler creators.
A particular space was dedicated to the trends of the market: The Fashion Trend. It was designed by the trend hunter Elisabeth Leriche. This space permit to impress and make customers conclude deals.
An impressive stand was the one of Albanu. Its specificity is to create jewels with elephant’s hair. The brand manages to design very modern pieces thanks to this curious raw material.
- Victoire
​
Sources:
​
https://www.albanu.mc/fr/savoir-faire
​
https://legemmologue.com/2018/08/28/precieux-bijorhca-paris/
​
http://www.bijorhca.com/le-salon/
​
Personal visit
Article #3
Breguet and The Modern Gentleman
The Maison Breguet is dedicated to men’s elegance, “savoir-faire”, and sophistication. The brand decided to celebrate the modern gentleman and created the “Breguet Classic Tour”. The purpose of this tour is to go in several places around the world in order to celebrate the Breguet Gentleman. The tour has been launched in October 2017 in London and went all around Europe, America, and Asia. The Breguet Classic Tour stopped in some prestigious cities like: New York, Milan, Geneva, Singapore, Hong-Kong, Paris, etc. Each time it is a celebration of men’s elegance. For each stop, the brand created a video in which you can follow a “Breguet gentleman” in his daily routine in his city. For instance, in the Hong-Kong video, you follow a Chinese gentleman trough his day (going to the tailor, to a stylish bar, etc. but always with his Breguet watch). The goal of the video is also to highlight the “savoir-faire” of the craftsmen of each city.
The brand also created a hashtag for this event #MyBreguetMoment. It allows to promote the tour on social media and also to reinforce the Breguet community. Indeed, you can see that a lot of men posted pictures on Instagram with their Breguet watch and the hashtag.
Thanks to this tour, the brand is becoming more and more international. This operation fits also with the identity of the brand based on “savoir-faire”, techniques, elegance and celebration of history.
​
- Yannis
​
Sources:
​
- https://france.breguet.com/fr/news/le-breguet-classic-tour-fait-escale-paris
- https://www.breguet.com/fr/classic-tour/paris
​
Videos: Breguet Youtube Channel: Montres Breguet
- https://www.youtube.com/watch?v=O9Aky7tmTfc
- https://www.youtube.com/watch?v=dJR8YZ6j5cY
​
Pictures:
- @javierdemiguel_ Instagram account
- @hans_chung_ Instagram account
​
​
​
​
ARTICLE#4
Rolex and sports
​
​
Sports has always been a great social equalizer. It surpasses social, culture and ideological stereotypes and moreover it also has a certain influence over people and watch makers are very well aware of that fact. Brand associates with sports just so they can target huge audiences who share the same values and passion. One brand that has done it very well is Rolex. The brand serves as a major sponsor and timekeeper in many major sports events and also have endorsement deals with some of most famous athletes.
Rolex and Motorsports
The association between Rolex and motorsports began almost 100 years back with the introduction of Rolex Daytona. These watches are continuous presence at the Grand Prix
Throughout the calendar while also being the official time keeper. Formula 1 Grand Prix De Monaco is considered the ultimate jewel in F1, among whose winner is Sir Jackie Stewart, a Rolex ambassador.
​
Rolex and equestrianism
Equestrianism is all about control, style and sophistication which are also the leading ground points about Rolex which in a way explains its relationship with the brand. The relationship
class horse riding events for example the company has been the title sponsor for Rolex IJRC top 10 final since its beginning in 2001.
​
Rolex and Yachting
Rolex has also established a firm relationship with yachting due to the values of precision and attention to detail shared by both the company and the sport. The brand has not so surprisingly developed a mutually beneficial relationship with yachtsmen, regalter and even equipment. Rolex sponsors events like Rolex Farr 40 world championship and Rolex Fast ret race and also endorsing some of the top sailors. Moreover, Rolex has already played its end of bargain very well with introducing Rolex Yacht master and Yacht master II which are established tools of trade.
​
​
​
​
Rolex and tennis
Rolex joined the sport acting as the Official Timekeeper in 1978. Since then, the brand has grown its involvement gradually with time. Since the 1978 starter partnership at Wimbledon Rolex has been the sponsor of two Grand Slam tournaments, the Australian Open and The Championships, Wimbledon. Rolex has a host of brand ambassadors such as Roger Federer, Juan Martin del Potro, Caroline Wozniacki and Garbiñe Muguruza, among others. Interestingly these players do not wear a Rolex during the game, each one has a different timepiece which suits their needs. Roger Federer often wears a Rolex Oyster Perceptual Sky- Dweller. The watch’s retail price is 14,400$
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
https://www.jaztime.com/blog/rolex-sports-sponsoring
​
- Darshan
