| EVENT REPORT 12.12.06 |
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| Luxe Watchmaker’s Party Brings John Legend |
| Vacheron Constantin celebrated its 250th birthday in Beverly Hills with a chic cocktail party at a private manse that featured a half-hour performance by the Grammy winner. |
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| Vacheron Constantin celebrated its 250th anniversary in Beverly Hills by launching “Collection Excellence Platine,” limited-edition timepieces crafted with platinum, symbolizing “purity, exclusivity, and eternity,” according to the company Web site. The watchmaker’s marketing and communications manager, Ellen Cohan, enlisted New York-based Tony Berger of Relevent to translate those luxurious intangibles into a sumptuous evening for Los Angeles’s young, hip tastemakers—like cohosts Jennifer Aniston and Holly Robinson Peete—as the Swiss watchmaker rolled out its top-of-the-line collection, which ranges in price from six figures to seven. “What is platinum?” said Berger, who created the event with Cohan. “The best of the best.” |
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In that spirit, Vacheron Constantin’s 225 guests were treated to an evening of cocktails and abundant hors d’oeuvres from Along Came Mary, as well as an intimate half-hour concert by three-time Grammy winner John Legend at a private home in Beverly Hills. While the mostly outdoor event was all about branding, Berger took care to make the brand a tasteful element in the design. Working with a platinum palette, he dressed the back patio with black and brown suede daybeds and couches topped with velvety pillows in silver and black emblazoned with the elegant Vacheron Constantin logo in silver. The logo also embellished the round bar in the center of the patio. Vintage and contemporary watches were discreetly displayed in glass cases dotting the foyer and the patio’s perimeter, beyond which stretched a carpet of city lights. Flowers were kept simple—bunches of white orchids, calla lilies, peonies, and tulips tucked in vases on the bar and cocktail and coffee tables were warmed with votive candles. Legend’s performance in a lighted tent built over the pool created such a mellow mood that it was hard to believe his arrival had been preceded by a stress-fest. “He did Jimmy Kimmel tonight,” Berger said. “The race was on to get him over here from Sunset on a Wednesday night, which has a lot of traffic.” Guests left with books commemorating the collection.
—Irene Lacher
Posted 12.13.06
Photos: Kevin Mazur/WireImage
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