April 2, 2013
Swiss watchmaker Vacheron Constantin is pushing its brand values by sponsoring limited-time exhibitions during European Artistic Craft Days April 4-7.
The watchmaker is sponsoring public exhibits at London’s Somerset House; Geneva, Switzerland’s Musée d'art et d'histoire; Paris’ Palais de Tokyo; and Milan’s Superstudio. During European Artistic Craft Days, brands and organizations with a focus on craftsmanship look to raise awareness of these values to the public and keep their businesses thriving.
“This event is more than a showplace for the best that Europe has to offer,” said Chris Ramey, president of Affluent Insights, Miami. “It’s a celebration of lifestyle and sophistication, the brands and people who value it.
“Craftsmanship has to be nurtured,” he said. "We can’t take it for granted, nor can we assume those who can afford it understand it.
“No brand should assume familiarity. Success requires going to wherever your best prospects congregate.”
Mr. Ramey is not affiliated with Vacheron Constantin, but agreed to comment as an industry expert.
Vacheron Constantin was not available for comment before press deadline.
Art as it happens
One of Vacheron Constantin’s exhibit sponsorships is for an exhibit put on by British luxury trade group Walpole.
During the inaugural “Crafted: Makers of the Exceptional” event, British artisans who have been mentored through Walpole British Luxury’s Crafted program are revealing their creative process.
Categories explored in the exhibit include knitwear, jewelry, lapidary and glass blowing.
The Somerset House’s West Wing will be made-over to look like each artisan’s work space so that they can show visitors exactly how they make their products.
The free exhibit will be split into four themes: A Craft Perfected, A Tradition Preserved, A Life Devoted and A Business Nurtured.
Crafted: Makers of the Exceptional is open April 4-6 from 10 a.m.- 6 p.m.
Additionally, Vacheron Constantin is sponsoring “Les Métiers d'Art” at Palais de Toyko, Paris.
The exhibit allows the public to be immersed in the work of a typographer, bookbinder, blacksmith, potter, goldsmith, engraver and other crafters. It will also show the workshops of these artisans.
Vacheron Constantin is also a sponsor of “L'envers du décor” at Les Musées d'art et d'histoire, Geneva, Switzerland, and “Arts & Crafts & Design” at Superstudio in Milan.
The watchmaker is inviting consumers to visit the European Artistic Craft Days events that the brand is sponsoring through a two-page spread in the March 30-31 weekend edition of the Financial Times.
Ad spread
Brought to you by
Other watchmakers are using sponsorships to raise brand awareness at this time.
For example, Swiss watchmaker Jaeger-LeCoultre put the brand in the Hollywood spotlight through its sponsorship at the New York premiere of “The Host” March 27.
The watchmaker was one of the main sponsors of the premiere and cast members Diane Kruger and Jake Abel wore Jaeger-LeCoultre watches (see story).
Swiss watchmaker Raymond Weil celebrated its sixth year as the official watch and timing partner of the BRIT Awards by creating two special-edition timepieces.
The awards show, which celebrates British and international musical achievement, took place Feb. 21 at The 02 Arena, London. Raymond Weil marked the occasion by giving the two special-edition timepieces to key artists, presenters and performers (see story).
Indeed, these marketers must work to trigger purchases since affluent consumers seem to purchase watches less often than other product categories such as apparel and travel.
Sponsorships allow watch brands to target their best prospects.
“Intelligent marketers understand the importance of being wherever their best prospects may be,” Mr. Ramey said.
“Craftsmanship is the platform for luxury,” he said. “European Artistic Craft Days is created for the sophisticated few who value craftsmanship, highly likely to be the same audience that values the history, authenticity and quality of a Vacheron Constantin time piece.”
Final Take
Tricia Carr, associate reporter on Luxury Daily, New York
Share your thoughts. Click here
