Van Cleef & Arpels – A symbol of luck and prosperity

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Van Cleef & Arpels offers a unique savoir-faire in high jewellery and watchmaking and a guaranteed long-term value, says its Middle East & India Brand Director, Alban Belloir. French jewellery, watch, and perfume company is also making its presence felt at the Salon International de la Haute Horlogerie (SIHH) exhibition on Geneva, Switzerland. Belloir says Van Cleef & Arpels’s watches are full of emotion, tell a story and invite us into a dreamlike world. Below is his interview with Arabian Watches & Jewellery Magazine.

What impact will SIHH have on a premium brand such as Van Cleef & Arpels?

SIHH is an opportunity to enhance its unique positioning within the high watchmaking segment, highlighting the Maison's mastery in terms of "Metiers d'Arts" and reveal its latest timepieces creations to editors and commercial partners in the Middle East.


What are your expectations at SIHH 2012?

SIHH 2012 will be the occasion to reveal a new chapter of "The Poetry of Time" by Van Cleef & Arpels, Poetic Wish and a new contemporary interpretation of a timepiece icon for men, Pierre Arpels, which is part of the Maison's watchmaking heritage. We expect it to further strengthen our legitimacy within the high watchmaking segment.


What would be trends and directions in 2012?

Rather than following trends, Van Cleef & Arpels’s Poetry of Time creates watches that are full of emotion, tell a story and invite us into a dreamlike world. They take the measure of time while telling a story.


What ‘star’ novelties will you unveil at SIHH?

The first ‘star’ novelty will be Poetic Wish, the reference in Poetic Complications: The Lady Arpels Poetic Wish timepiece, for women and Midnight Poetic Wish timepiece, for men. The two Poetic Wish watches are time-keeping masterpieces. With them, the Maison once again pushes the limits of technical prowess.

The Poetic Wish movement indicates the hour and the minutes thanks to a ‘poetic animation’ and a 5-minute repeater mechanism. These exclusive timepieces offer the chance for the wearer or the giver to make a wish, no matter how secret. We will also reveal the new Pierre Arpels watch for men, a contemporary interpretation of the iconic timepiece created in 1949 by Pierre Arpels. It is the symbol of a discreet and sophisticated elegance. Finally, we will present a new addition to our Alhambra collection, Alhambra Talisman, featuring the iconic motif of Van Cleef & Arpels.


When will these new launches be available in the Middle East?

Pierre Arpels will be available in September 2012; while Alhambra Talisman and Poetic Wish will go on display in showrooms in the Middle East in October 2012.


Which of your watch models are the most popular in the Middle East? And Why?

Among our exclusive timepieces, Poetic Complications (Pont des Amoureux, Une Journee A Paris, Lady Arpels Feerie) are the most sought-after Van Cleef & Arpels watches in the Middle East because of their unique designs, complications and stories. Among our iconic timepieces, Charms is the most popular one because of its feminine and elegant design, as well as its link with our Alhambra iconic collection (Alhambra charm), a symbol of luck, health, prosperity and true love.


What are the major challenges in the current economic circumstances?

Our main challenge is to meet the fast-growing demand for our timepiece creations from all over the world - including the Middle East. In the world of uncertainty and volatility, our clients look for Maisons of heritage and tradition. Van Cleef & Arpels offers a unique savoir-faire in high jewellery and watchmaking and a guaranteed long-term value. Purchasing a Van Cleef & Arpels timepiece is at the same time a choice of passion and reason.


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