PARIS — Kicking off the rollout of its new retail idea in Europe, Zenith has began with its gross sales level in Le Bon Marché, and marked the event with a go to by chief govt officer Julien Tornare, who dropped in from Switzerland.
“It’s an environment that’s a lot more fresh, with a lot more light, and a clear line of communications,” he mentioned, pointing to a wall that was divided into 4 sections. Each carried a unique theme, corresponding to look at types and households — the pilot part, indicated by a small globe of the world; the Defy, which represents the label’s technical prowess; the chronomaster, which has a detailed hyperlink to the manufacturing amenities and the El Primero motion, and the classics. The new retail idea, which mixes brushed metallic, wooden, and options a number of navy blue and grey colours, was first launched right into a retailer in Tokyo’s Ginza district, adopted by one in Singapore, after which Shanghai.
The house on the Paris division retailer additionally included a “history bar,” the place shoppers can have a seat and order a drink. The bar man, who doesn’t simply serve drinks, lifted a prop behind him — a photograph of tennis coach Patrice Mouratoglou. The gesture prompted the photographs on a display screen behind him to modify to Mouratoglou.
The high-end Swiss watchmaker, which belongs to LVMH Moët Hennessy Louis Vuitton, additionally had a watch on show that carried an engraved message from the coach, identified for his work with Serena Williams.
“Little details make big differences,” Tornare learn, peering into the case. The govt added that the coach’s philosophy matches the label’s model message, which is “Time to reach your star.” The label additionally lately named quarterback Aaron Rodgers as an envoy, highlighting an emphasis on relaying messages fairly than leaning on “red carpet” ambassadors who simply pose with a product.
“I ask each ambassador to explain what experience they had that resonates with our message,” he mentioned.
High-end watchmakers are beneath stress to search out methods to attach with youthful shoppers, who are likely to favor experiences over the sorts of objects collected by previous generations; the rise in reputation of linked watches, just like the Apple watch, have additional challenged the trade.
Asked concerning the temper amongst shoppers, the manager flagged enhancing enterprise.
“What we’re seeing is that people want to treat themselves,” he mentioned.
“We’ve had a real pickup this year — Zenith has had a record six months,” mentioned the manager.
Noting he set out this yr with a goal of barely enhancing enterprise in comparison with 2019, pre-pandemic ranges, the label has outperformed expectations, with a 21 % gross sales rise.
“I think the work we have put into place these past few years is paying off,” he mentioned. “We’ve bounced back strongly this year.”
Internet gross sales are enjoying a task with this enchancment, having risen to account for five % of gross sales, he added, noting the model launched e-commerce websites in Europe and the U.S., adopted by Japan and a WeChat house in China.