Cars. Fragrance. Watches. All the rest is luxury.
Of all the many things on which we worked with Chopard over the decades, there are two that most distinctly stand out: the American launch of their men’s watches, and the launch of their women’s fragrance.
The launch of a fragrance involves so many moving parts. But one of the most important decisions is whether to take a retail partner at all, and, if so, which one? A sprinkling of tiny diamonds was promised in every bottle, just as they floated around the face of each Happy Diamond watch. And I had an idea.
No retailer had a stronger “loyalty program” than Neiman Marcus, whose InCircle customers treated the association like a beloved club. These women could be counted on to show up, delighted to be dressed to the gills, for parties, book signings, and launches. And a party that promised “one serious diamond would be included in just one bottle of Happy Diamonds launched at the party” was just the kind of incentive those Neiman Marcus customers could get behind. We had great retail cooperation: store windows, displays, the party of the season, very happy customers, and all the press a launch could hope for.
The men’s line was different. Chopard was seen as a women’s brand in America. Never mind, we said—Chopard had designed the Mille Miglia watch that had been awarded to the participants of the famous classic sports car race from Brescia to Rome and back. And Chopard became their sponsor and official timekeeper of the race. Their American launch featured a special edition of the watch, and we tied it to classic racing cars, sponsoring the most prestigious auction and display of sports cars in America. We carried it through in all imaging for years. But, right out of the gate, their men’s business landed safely across the finish line in Delta Time.