September 12, 2014
Backes & Strauss' Harrods Princess watch
British jeweler and diamond company Backes & Strauss is honoring the prestige of London-based retailer Harrods through the creation of a “pièce unique” women’s watch.
Together with responsibly-sourced precious stone supplier Gemfields, Backes & Strauss’ created the “Harrods Princess” to celebrate the retailer’s La Biennale des Antiquaires event Sept. 29 to Oct. 12 in London. Given that Backes & Strauss only recently entered the timepiece market in 2006, the brand will likely benefit from having a one-off timepiece present during Harrods’ event.
“We were on the lookout for a colored gemstones supplier for the green emeralds on our Harrods Princess bespoke piece,” said Laetitia S. Hirschy, head of marketing and communications for Backes & Strauss, Geneva. “As we use only the finest natural conflict-free diamonds in our timepieces, it was vital for us to seek out an equally discerning partner. We were delighted to find that partner in Gemfields.
“There are many striking parallels between the masters of diamonds and the masters of colored gemstones,” she said. “We share an elemental appreciation for rarity, beauty and quality.
“We also take pride in our social and environmental compliance, guaranteeing transparency and accountability in all our diamonds. Gemfields’ Zambian emeralds are among the finest responsibly-sourced coloured gemstones and the perfect complement to create the Harrods Princess.”
Fit for royalty
Held in Paris every two years, La Biennale de Paris Sept. 11-21, is considered to be among the jewelry industry’s most coveted events. Art dealers, collectors and consumers alike will gather at the Grand Palais to view the fine jewelry, art and antiques on display.
La Biennale's 2014 event poster
Participants in the 2014 Biennale de Paris, now in its 27th year, include Boodles, Boucheron, Bulgari, Cartier (see story), Chopard, De Beers, Fabergé, Graff Diamonds (see story), Tiffany & Co. and Van Cleef & Arpels, among others.
To complement La Biennale on the opposite side of the English Channel, Harrods will host its second recreation of the event within its Fine Jewelry department (see story). During the event, which begins just days after the La Biennale in Paris ends, participating brands will showcase one-of-a-kind designs and pieces from new high-jewelry collections.
Harrods’ event will give high-jewelry enthusiasts easy access and a second opportunity to see pieces shown in Paris. In addition to the nine La Biennale de Paris exhibitors, Harrods has invited jewelers found in its Fine Jewelry department to display one-of-a-kind pieces and stand-out suites.
Although Backes & Strauss is not participating in the La Biennale in Paris, the brand will receive recognition by being associated with brands that were on display at the Grand Palais event during Harrods’ version.
Sketch of Backes & Strauss' Harrods Princess
The Harrods Princess timepiece is hand-set with 80 Gemfield Zambian emeralds, a nod to Harrods’ color theme, and 241 Backes & Strauss signature diamonds totals at 23.5 carats. The watch, crafted in Switzerland, features an 18-carat white gold case set with Ideal Cut diamonds and matching dial crown while its strap is made of individual links of 136 diamonds and 68 emeralds.
For inspiration, Backes & Strauss cited the Blue Velvet suite and the Red Rose drawing room at Carlton House, the London residence of the Prince Regent since 1783 when King George III gifted the home to his son. Fittingly, the Harrods-exclusive is part of Backes & Strauss’ Princess collection.
Backes & Strauss' Harrods Princess
Backes & Stauss’ Harrods Princess will be found in the retailer’s Fine Watch Room, where watchmakers will also display unique pieces. Backes & Strauss will be joined by Audemars Piguet, Roger Dubuis, Breguet, Vacheron Constantin, Richard Mille and Jaeger-LeCoultre during Harrods’ La Biennale celebration.
Events by Harrods
Harrods’ La Biennale event, specifically the aspect held in the Fine Watch room, begins on the heels of another watch-themed series hosted by the retailer.
The London department store is underscoring the prestige of its Fine Watch Room with a series of branded events Aug. 29 through Sept. 24.
During the course of the month, Italian watchmaker Officine Panerai and Swiss watchmaker Baume & Mercier will display timepieces that will help establish Harrods’ Fine Watch Room as a horology destination. The separate events, which celebrate the heritage of Panerai and a collection launch for Baume & Mercier, will likely increase traffic and attention to the retailer’s watch offerings (see story).
With worldwide recognition, Harrods is the ideal location for brand’s aiming to build awareness for craftsmanship, design and product range.
“Considered one of the world’s leading luxury stores, Harrods is synonymous with first-class service and quality products,” Ms. Hirschy said.
“We have been working with them since the launch of our watch brand in 2006, and it became home to our exclusive ultra-slim Renaissance Collection last year,” she said.
Final Take
Jen King, lead reporter on Luxury Daily, New York
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