Going to a meeting with Vincent Perriard, president of Concord, I could not think that the leaders of well-known watch companies can be so young, talkative, and fast-paced. I thought that watchmakers are a people mean of words, obsessed with mathematical calculations and mechanisms. However, further conversation showed how wrong I was.
- Vincent, why did you decide to realize yourself in the watch industry?
- Why? (laughs). When you were born and live in Switzerland, that is, there are not so many industries where you can realize yourself. I chose a watch. Although he could go to chocolate, cheese or banking. Everything. There’s nothing more to choose from.
In fact, I first worked for almost five years at a PR agency, two of which in Geneva, then in New York and Lausanne. I once read an article in a magazine about a watch company called Audemars Piguet (AP). Soon I began to work in it as a director of international communications. It was a great time, because then we were re-positioning the AP brand in the world markets. In the five years I worked there, we completely changed the image of the Audemars Piguet brand. We were a whole team of young and creative guys, many of whom today work for other, no less well-known companies. That's cool! After AP, I worked for a while in the Swatch watch group. Again, thanks in large part to my personal contacts with the group owner, I achieved excellent results. And finally, having studied my own business for six years after the Swatch Group, I came to Concord. My own company was engaged in marketing and consulting for companies that own luxury brands, and not only for hours. Among my clients were Zegna, NSB and others. My company, by the way, still exists and works. But I decided to leave and rejoin the watch industry, because this business is closest to me.
Look at what a watch is. This is all in one. This is jewelry, and the finest mechanism, and unique craftsmanship. It is a luxury too. You can talk endlessly about watches. It was also important for me to return to Switzerland after six years in Paris and two years in New York. For too long I have lived away from my homeland. I was drawn back to family and children.
I took the unique opportunity to lead Concord. Moreover, they called me from New York, since Concord headquarters was then based in the USA. I was invited to the States to speak with Mr. Wiener, the group’s general manager. I flew to him on Sunday. We talked, and after 15 minutes of conversation he hired me to work, which was a big surprise for me. It was two years ago. In June 2006.
- What did Concord represent at the 2008 Basel exhibition?
- We presented our world premiere in Basel. And it was a complete delight! We are talking about C1 Tourbion watches, which are the first watches in the world where the tourbillon is mounted in the case not horizontally, but vertically. Moreover, it is not hidden inside the case, but located outside. Our watches have become one of the main sensations of the current Basel exhibition. That is honest. Reviews of the exhibition on the Internet and professional publications are proof of this. Our watches were marked by everyone, without exception.
The second world premiere was a stopwatch on the very edge of the tourbillon case. That is, seconds run as if around minutes. The tourbillon case is made of aluminum-lithium alloy - metal, which is used in the aircraft industry to produce the new Airbus 380. Its main properties are incredible lightness with tremendous strength. It has also become our know-how. The case of the C1 Tourbion itself is made of white gold, and a chronograph controlled by a special button is installed next to the dial with hours and minutes.
All the "insides" of C1 Tourbion are clearly visible. This is the most fashionable trend today, when you can see the movement of the watch, and the highest quality of their performance. Tourbillon C1 costs 320 thousand US dollars, and when we announced the sale of the first 25 units, as a result we sold 100 units only at the exhibition in Basel. Can you imagine? Watches cost a lot, but what a demand!
- Then you probably should have a “waiting list”?
- Exactly, there is such a sheet. On some models, as well as on the C1 Tourbion, the lineup of those who wish is five to ten times the number of hours we produce. For example, especially for the Russian market, we are releasing the same model, but in pink gold with platinum arrows. This series will be limited and include only 25 units.
- We noticed that many watch manufacturers today release special collections for the Russian market. What is the reason, in your opinion?
- You correctly noticed, and there are two objective reasons. The first is money, and the big money that is today in Russia. The second is culture. In Russia, perhaps, like nowhere else in the world, watches and watchmaking are highly valued, and Russian buyers are so versed in watches that manufacturers are only amazed. Especially when it comes to complex mechanisms: tourbillons, chronographs and so on. For example, my partner in Russia called me in August 2007 and said that he urgently needed 15 units of tourbillons of the 2007 model and the same number of 2008, which he then not only didn’t see, but didn’t imagine from drawings or catalogs, how this watch can look. This is amazing! And on my part he didn’t even want to listen.
I must say that Concord watches are not mass production or everyday models. It is our desire to show the market the capabilities of our company both in design and in know-how, and in creating something creative. And it's not about the money. The idea behind all our watches is not at all "let's come up with a watch to make money." Not. The idea is: “Let's do something unique to show everyone how great it is!” That is the whole difference.
I will tell you one more thing. Two years ago, Concord was virtually absent from the international scene. They began to forget about the brand. And our arrival at the exhibition in Basel this year was akin to an explosion.
- Many associate the name of Concord watches with the sad fate of the passenger liner of the same name. Do these stereotypes prevent you from promoting the brand in all markets of the world?
- No, they do not interfere. And, by the way, in fact, only the French associate the name of the watch with the name of that ever-memorable aircraft. In England, Concord is still a matter of pride, because the liner was unique. The best has not yet been created. In America, the brand is already 100 years old, and ask any American: “What is Concord?”, You will be answered that this is a brand of respected watches. I will not conduct an excursion into history, I can only say that two years ago we decided to breathe new life into our brand.
It is precisely the fact that many young people consider Concord an old watch brand that their grandfathers loved, and pushed us to new ideas. But we are still proud that the generation of people aged 50+ knows our watches very well. It's true. If you like watches, then you definitely know about the Concord brand. It’s just that today we are filling the gap between older buyers and young people.
And I personally think the name Concord is very sonorous. It is easy to pronounce, it is recognizable in all languages of the world. And yet it is fully consistent with our latest bold and innovative concepts.
- What does Concord offer today's customers?
Today we produce watches from a wide variety of materials - gold and stainless steel combined with rubber and ceramics. This is a completely new Concord, which, and I am absolutely sure of this, will appeal to a new generation of lovers of complex, interesting and fashionable watches. All our models have a unique design. Moreover, each of them is equally well suited to both women and men.
Pay attention to my watch. This is the male version, but ladies are also happy to buy it. But we have, for example, the same model made of white gold with diamonds on the dial, on a white rubber strap. No woman can stand it.
The countries of the Middle East, and in particular Dubai, I consider unique for the presentation of new Concord models, since here the majority of the population are young people, and it is for this segment that we produce cool watches in the price range from 20 to 26 thousand dollars. For complex mechanics, this is a great price. And we are sure that here our watches will be excellently sold.
Since Concord’s production facilities do not allow for mass production of watches (which, however, is not necessary), we focus on the main markets where we know for sure that people will pay tribute to the skill and innovative ideas of our designers and watchmakers.
- So, we can talk about the revival of the Concord watch brand?
- Yes, Concord watches are returning to the world stage. In a new quality and with a new vision. And I really like it. Our brand is on a par with companies such as MB&F and the like, promoting innovative ways to produce watches. We are talking about the fact that you do not need to try to produce everything - from the case to the smallest details of the mechanism in one factory. We urge you to acquire the best mechanisms, to create the best of the already created concepts in order to present on the market not just wrist watches, but what our descendants may call works of art, and at least geniuses as us. Like this.
