The French jeweller launches not one but seven new versions of the highly popular Pont Des Amoureux watch, one of which is a men's version
This is an interesting year for Van Cleef & Arpels on many fronts. One, the French maison did not participate at January’s Salon International de la Haute Horlogerie (SIHH)—the first time it sat out since its fair debut in 2002.
“From decades ago, the fair was the only time in the year for the watch brands to meet the distributors, take orders and go into production, but now we meet on a more regular basis,” said Nicolas Bos, Van Cleef & Arpels’ CEO, to a regional newspaper earlier this year, explaining why the brand decided to withdraw from SIHH. The decision may come as a surprise but not completely a shock because the storied jeweller operates on a largely different business model compared to its sister brands in the Richemont Group, its parent company. While most watch brands rely on a wide network of retailers and a handful of boutiques to showcase its creations to the masses, Van Cleef & Arpels runs a total of 137 stores worldwide on its own, where its stable of watches and jewellery is exclusively stocked.
(Related: 6 Stunning New Perpetual Calendars From SIHH 2019)
So, it makes natural sense for the brand to skip the annual watch trade fair, especially when it has very few external suppliers and partners to meet. But does the fair withdrawal mean that Van Cleef & Arpels will streamline its watch business, one may wonder?
It quashed all fears in the most emphatic of ways by organising a private event in Paris in October to showcase its horological creations for the year—a powerful statement to show the world that it has the financial might and horological prowess to stand on its own. Looking at the pieces on show, it was obvious that plans to cut back on the growth of its horological arm is not on the brand’s horizon. If anything, it once again demonstrated its superlative capability to combine traditional watchmaking savoir faire with modern whimsy and aesthetic elements synonymous with the house.