Carl F Bucherer VP, Laurent Lecamp, talks luxury and why Indians are lured by gold.
A FEW days ago, a press release on Carl F Bucherer’s Pathos Diva landed in my inbox. It wasn’t the first one, for the last few months have seen a steady stream of literature from the Swiss luxury watchmaker. One talks about the classic Adamavi collection, with its elegant dials and alligator straps. Another is about the TravelTec, favoured by Hollywood action stars like Sylvester Stallone. The heavy-duty triple time zone Chronograph chronometers have a beautifully engraved caseback with the names of 24 cities. It helps tell the time in any major time zone across the world. So what makes a luxury watch? The brand’s executive vice president sales, Laurent Lecamp, who was in Bengaluru last month, says independent luxury is the way to the future. “Customer experience is more important than the turnover for such companies. It is not a monologue anymore, but a dialogue,” he says. Sharing these rules of luxe with their Indian partners, Ethos, he says he encourages the staff to call clients on birthdays, be willing to change their watch straps for them on any day of the week, and “transfer every bad experience into a good one.”
In India, he observes, “customers are driven more by investment than emotion”. Which explains why the sale of 22 to 24 karat watches is more than that of the 18-karat. Incidentally, the brand also has a new campaign with the model, Lisa Haydon, who echoes popular sentiment when she says her favourite CFB timepiece is the ScubaTech. “It’s a great swimming watch. And is apt for a workout,” she says. Another precious piece is the Pathos Diva. Which, incidentally, with its slim and elegant design and 18-karat rose gold with 54 diamonds and automatic movement, it being promoted as the wedding watch of the season. And that explains the latest mail in my inbox.
Starts at Rs 7.6 lakh, for TravelTec and Rs 1.35 lakh onwards for the Adamavi. Details: 08725028900
Lecamp, who hopes to visit India every three months says anecdotes and sharing a real story with the customer is more important. Like the story about CFB’s heritage – it is owned 100 per cent by the Bucherer family, making it one of the oldest luxury Swiss watchmakers continuously held by the founding family.