“The watch industry tends to be very slow and to launch products over three, four years, or more.
Arnault expects to return to pre-pandemic levels this year, and is angling for greater efficiencies to fuel growth. The brand’s global watch production fell between 20 and 30 percent in 20 as the coronavirus pandemic forced the 100 employees at its manufacture in Meyrin, Switzerland, to work in staggered shifts. “There’s an enormous amount of know-how and work that goes into the conception and creation of a connected watch - more than three or four years per iteration,” he said. “We’re lucky not to have 250 years of history in watchmaking, which allows us to have daring designs and a freedom of expression in high watchmaking that is quite unique,” he added.Īrnault declined to say how many timepieces Vuitton produces overall, beyond saying it was in the same ballpark as Zenith, and connected watches account for close to half its output. We want to invest in order to promote the Louis Vuitton brand image, particularly in high-end watchmaking, to show we’re capable of doing almost anything,” Arnault said. “We’ve managed to grow a strong community of collectors of Louis Vuitton watches that is both distinct but increasingly integrated into the community of traditional watch collectors. In addition, Vuitton is one of just a handful of watch brands to be awarded the prestigious Geneva Seal, a high accolade in the industry. While Vuitton produces an “extremely limited” number of high-end watches each year, Arnault described the activity as the “main pillar of growth” for the business, which draws much of its expertise from Michel Navas and Enrico Barbasini, the founders of La Fabrique du Temps, the high watchmaking workshop acquired by LVMH in 2011. “It was essential for us to present this piece to show clients that we remain very faithful to our origins,” Arnault said. There are some tweaks: the original 2002 design has been updated with the mention “Twenty” on the dial, and the movement, an El Primero caliber from LVMH stablemate Zenith, has been modified with a rose gold rotor. The brown dial nods to Vuitton’s packaging color at the time - a shade that’s rarely paired with a steel case in watchmaking, making it extra collectible. Issued in a limited edition of 200, the Tambour Twenty chronograph reprises the design of the first Tambour, which marked the industry with its thick, round case design.
The campaign will break across Louis Vuitton social media channels and on on Thursday, followed by print insertions starting Sept. “The reason it works is thanks to the genuine connection between Bradley and Damien, and all the talent that flows from that.”
We wanted something deeper than that,” said Arnault, comparing the storyline to Vuitton’s progress to young adulthood in watchmaking. “We always wanted a campaign that wasn’t just Bradley Cooper’s face set against the New York skyline. Chazelle, whose film credits include “La La Land” and “Whiplash,” worked on a storyline about the passage from boyhood to manhood, which contrasts images of a young boy playing in nature with footage of Cooper walking around New York City. The “Journey Beyond Time” campaign also marks the first time the watchmaking division has worked with a high-profile director. Bradley Cooper in Louis Vuitton’s new watch campaign.
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