(MENAFN- Muscat Daily) Vacheron Constantin is a Geneva Switzerland-based manufacturer of luxury watches.
Since its founding in 1755 the company has perpetuated its tradition of exclusivity by maintaining a range of refined products and stressing such values as quality continuity and tradition. Mistal Boutique the designer watch and jewellery boutique which is part of the Ajit Khimji group is Vacheron Constantin's exclusive distributor in the sultanate.
Juan-Carlos Torres CEO of Vacheron Constantin was in Oman recently and in an interview to Muscat Daily talks about the company's brand's position in the GCC its distribution network and presence in the Oman market.
What is the history behind the Vacheron Constantin brand
Vacheron Constantin is the world's oldest watch manufacturer and one of the first ever brands. Moreover the most important and unique thing about Vacheron Constantin is its values and continuing history. The company has a 260-year-old history of uninterrupted production.
When it comes to watchmaking continuity in production is very important because there is no learning book on watchmaking. And the transfer of skills and know-how from one watchmaker to another is very important for continuity. If you stop producing watches for ten or 20 years you have cut the chain of transferring skills to the next generation.
How would you characterise the brand's relationship with Oman How is this market growing for Vacheron Constantin
Oman is a new market for us but we have a long-term vision for it. With our distributor Mistal Boutique we aim to make Vacheron Constantin the number one brand in luxury watches in Oman. We do not anticipate this to happen tomorrow but in the long term this is our target. I expect a lot from this part of the Middle East. The GCC is different from other parts of the region. In Oman people are becoming passionate about particular brands. We expect to sell a minimum of 300 of our top-of-the-line pieces every year in Oman. The country is developing exclusive tourism projects that will boost our sales in the coming years.
How is Vacheron Constantin doing in other Gulf countries What are the models mainly sold in the region
Vacheron Constantin has had a presence in this region for many years. We recently relaunched our boutique in the Mall of Emirates in Dubai; we have opened a boutique in Kuwait and have a presence in Riyadh Doha and Abu Dhabi. And in June-July this year we plan to open a new boutique in the Dubai Mall.
Vacheron Constantin is making steady progress in this region. The Gulf markets are booming thanks to the increasing number of Chinese tourists to the region. The local populations also understand the value of brands.
We are selling all our models in GCC countries. It is a global brand and in our boutiques you can buy whatever you want: Be it a dress watch sports watch technical watch or high-end watch. We have the full range of products available in this region.
How do you see your distribution evolving in the region
We do not have many points of sale in the region; nearly 20 as of now. We prefer both exclusive boutiques as well as partnerships. I think distribution will change and be more and more brand oriented in the future. Dealers have to choose the brand they can no longer manage 30-40 brands together as before. They have to choose the right brand and put all the means into it as we will put all our means with partners. We cannot divide our sources among lots of people [dealers]. If we choose a partner we want to make sure both develop together.
What is your production level and where do you want to be
Currently we produce close to 29000 pieces every year. We will gradually increase production but that depends on availability of new watchmakers. Increasing our production is not about buying new machines and installing them but is all about hiring new watchmakers. It takes nearly eight years for a watchmaker to have the level of skills to start producing our brand.
Five year ago our production was nearly 22000 watches a year. And you can see a small steady growth in production over the years showing a clear preference for quality over volume. All products of Vacheron Constantin can be repaired for a lifetime. If you buy a product today we can repair it even after 100 years.
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