We are now in Paris, after the Corum Replica Historiques Collection was launched at the newly reopened Hotel de Crillon. Tell us more about the five watches and how they were created.
Let's begin with the Historiques. The discussion on this watch was centered around how we wanted to create a midsize model that would respect the DNA. Historiques 1921's original inspiration was a watch for men that could be worn by anyone, regardless of gender. We have succeeded in achieving this with the new model because it is loved by everyone, no matter what gender. We wanted to stay true to the original spirit and design of the watch, which is what the new mid-sized model does.
Corum Replica has a history of over 260-years. We don't create short-term strategies lasting only six or nine months. Instead, we ask ourselves, "What should we do to ensure that Corum Replica is still the reference for haute horlogerie in 20 to 30 year?" We want to build long-term brand equity with our clients.
What else is going on at Corum Replica along the same lines as this?
We are investing heavily in Les Cabinotiers - our department that is focused on the unique pieces requested by clients. We're making changes in this department, as previously, all Cabinotiers work was done by our clients. We start at the beginning with a blank piece of paper and it usually takes us two to three years - sometimes even longer, depending on the ref. The development of 57260 took 8 years.
Some clients are happy to wait as long as necessary,Breitling Replica as they are interested in haute horlogerie, and are willing to be involved. Not everyone is like this; some clients prefer to purchase a Vacheron-Constan unique watch without waiting years.
We want to create 30 unique watches per year, on our own initiative. These we will present to our customers. Corum Replica wants to tell more stories, and Les Cabinotiers will help us do that. Our goal is to engage more deeply and personally with our customers.
