A Baselworld Interview with LVMH Watch Division President Jean-Claude Biver
In an exclusive interview conducted at Baselworld 2018 by Chronos Editor-in-Chief and Ebner Publishing International Editorial Director Rüdiger Bucher, LVMH Watch Division president Jean-Claude Biver discusses current events at his three brands: Hublot, TAG Heuer, and Zenith.
Jean-Claude Biver, president of LVMH Watch Divison °
The watch industry has just experienced one or two years of crisis, but now there seems to be a feeling of optimism everywhere. What is the outlook for your brands"
It’s just like for most of the Swiss watch industry, which is very good. But if everything is going well for everybody it’s impossible to know who is successful because of their substance and strength, and who is successful only because of the general trend. It is easier for us to gain market shares in times of crisis. TAG Heuer gained a total 39.5 percent from 2015 to 2017. The industry lost 12% during this same period. To what do you attribute this ? that TAG Heuer got this share of the market and gained in strength"
Many brands lose their courage when things go bad. They start looking to save in development and in marketing. We do just the opposite. Our brand has suddenly become more dynamic. Earlier it would have been inconceivable at TAG Heuer to be working with young artists such as Alec Monopoly and Cara Delevingne, or to become involved in the world of soccer. It was similar at Zenith, where tradition had almost become like a prison. But now we have new c...
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