April 21, 2014
Vacheron Constantin's Métiers d’Art Hommage à l’Art de la Danse - The Rehearsal
Switzerland’s Vacheron Constantin is exploring the similarities between watchmaking and choreography with a short film that debuted April 19 at the Tribeca Film Festival in New York.
Vacheron’s film, “Mastery of Movement,” took viewers behind-the-scenes of the watchmaker's Geneva factory and the ballet to highlight the passion and precision involved in these arts. Mastery of Movement also included footage from “Ballet 422,” a documentary film about the New York City Ballet, a premiere that was anticipated among film festival attendees.
"The artistry, imagination, creativeness, beauty and attention to detail that goes into every watch created by Vacheron will be greatly appreciated by the audience that participates at the Tribeca Film Festival," said James Dean, vice president and head of the luxury practice at WealthEngine, Bethesda, MD.
"The same qualities apply to the films that are viewed at the Festival," he said. "The Tribeca Film Festival audience really appreciates the passion that emulates from each watch and the partnership with NYC Ballet really humanizes and embodies the values and efforts of Vacheron.
"Luxury brands and the arts are intertwined because they intersect at the affluent and high-net-worth consumer. Affluents and high-net-worth individuals enjoy the arts and luxury brands equally. It is not only important for luxury brands to support the arts to reach their target audience but it is also important to show the consumer how they support the creative process and are interconnected to it."
Mr. Dean is not affiliated with Vacheron Constantin, but agreed to comment as an industry expert.
Vacheron Constantin was unable to comment directly before press deadline.
On pointe
The approximately four-minute film, Mastery of Movement, produced by Vacheron features New York City Ballet master in chief Peter Martins as he visited Geneva to explore the similarities between the creation of a timepiece and a ballet performance.
Also included was scenes from director Jody Lee Lipes’s Ballet 422. In her documentary, Ms. Lipes followed New York City Ballet choreographer Justin Peck as he created the 422nd ballet for the company, “Paz de la Jolla.”
Film poster for Jody Lee Lipes' documentary Ballet 422
The documentary followed Mr. Peck and the ballet company from the first rehearsals in the studio to the premiere performance, a behind-the-scenes view of the New York City Ballet company that had never before been seen. Ms. Lipes highlighted the creative relationship between Mr. Peck, the dancers, the costume designers, seamstresses, conductor and orchestra.
Vacheron’s Mastery of Movement began inside the watchmaker’s workshop as the brand’s marketing director, Julien Marchenoir, explains that to create a watch many talents must be combined, to similarly to how a ballet is orchestrated. Mr. Marchenoir notes that Vacheron has been influenced by multiple arts including architecture, painting and ballet.
Also, while at the workshop, Vacheron CEO Juan-Carlos Torres explained to Mr. Martins that like ballet, a watchmaker must train for many years to become an expert. Mr. Torres also notes in the film that Vacheron shares the same values as the ballet, such as excellence, details and work.
Relating back to what Mr. Marchenoir said, Mr. Martins explained that a ballet is about collaboration. He also feels that when more people are involved, and “more eyes,” the end result is a better product.
Those in the film, from Mr. Martins to Vacheron watchmakers, all note the importance of precision and the feeling that an individual’s work is part of something much bigger. Also, the amount of work that goes into both watchmaking and a ballet performance is not immediately recognized but adds to its value.
Like Vacheron Constantin does with watchmaking, the New York City Ballet aims to preserve the art of ballet. Mr. Martin notes that even though the company is preserving the legacy, looking forward through innovation is equally important as looking back.
Mastery of Movement by Vacheron Constantin and New York City Ballet
Supporting the arts
Vacheron has been the leading corporate sponsor of the New York City Ballet’s annual spring gala since 2013. The sponsorship evinces Vacheron’s dedication to fine arts.
Other jewelers have looked to the ballet for inspiration while emphasizing its cultural importance.
For instance, French jeweler Van Cleef & Arpels highlighted an artistic relationship with Russia by expanding its high-jewelry collection Ballet Précieux to include pieces inspired by five Russian ballets.
The collection of 29 pieces was available in Russia for a period of time before going on display in Van Cleef & Arpels’ boutiques elsewhere in the world. As the global community geared up for the Winter Olympics in Sochi, Russia, Van Cleef & Arpels likely spread awareness to affluent consumers visiting the region in a culturally-rooted way (see story).
New York’s Tribeca Film Festival has become a valuable venue for luxury brands seeking awareness in a sophisticated and artful way.
For example, French couture house Christian Dior allowed consumers to see the inner workings of its atelier with a documentary that premiered during New York’s Tribeca Film Festival.
“Dior and I,” which covers the beginning of creative director Raf Simons’ tenure at the house, was screened as the opening film for the documentary competition on April 17. Opening the doors to its atelier allowed the brand to showcase both its past and its present, which will appeal to brand loyalists (see story).
Support of the arts is natural for luxury brands who have a strong artisan heritage, but must clearly resemble that DNA to be clearly understood by consumers.
"Making the connection between watchmaking and ballet via the short film is a great way for the brand to highlight the precision and beauty of its timepieces, and provides brand loyalists with an enjoyable way to learn about the watch crafting," said John Casey, senior vice president of Havas Public Relations, New York.
"The arts are traditionally supported by the affluent, and the Tribeca Film Festival, now more than ever, is frequented by not only film industry influencers, but the New York elite," he said.
"[Also], the festival provides a great backdrop for a luxury brand to raise its profile."
Final Take
Jen King, editorial assistant on Luxury Daily, New York
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