In this post-post-industrial age, it's easy to forget that there are still some people who regard automation as, well, de trop. Call it couture culture, which puts a premium on hours and hours of expensive handwork by actual humans. In the realm of luxury watches, those pricey hours of effort can be difficult to see. So for the launch of Vacheron Constantin's latest series of limited-edition watches, the 250-year-old Swiss watchmaking company brought five of its Geneva-based artisans to Los Angeles to show potential customers exactly what they're paying for.
On Wednesday, Vacheron director of marketing and communications Ellen Cohan collaborated with Relevent's Tony Berger on a press preview and lunch to kick off “Métiers d'Art,” a four-day exhibit about high-end watchmaking at Sotheby's in Beverly Hills. Four craftspeople—an enameller, a master watchmaker, an engraver, and a guillocheur (who creates intricate designs on dials)—demonstrated their crafts at stations in the auction house's main gallery area. Then the entire group went to the nearby Beverly Wilshire Hotel penthouse suite, which Vacheron had outfitted to host nightly cocktail parties and dinners for retailers and customers.There, a fifth artisan demonstrated her skills in a room dedicated to the newest entries in Vacheron's “Metiers d'Art” watch collection, so called because they require the most sophisticated craftsmanship. Dubbing this group “Les Masques,” the company produced the first of three annual crops of watches inspired by primitive art from Geneva's Barbier-Mueller Museum. The production run consists of 25 sets of four watches, each bearing a tiny gold reproduction of a different mask. The artisan who creates the reproductions affixed to the watch faces was perched at a table in the center of the room. Surrounding her were vitrines containing the four watches and the masks that inspired them, as well as other displays about the watchmaker's art.
With Vacheron's minimum requirement that customers purchase a complete set of four watches at $400,000 a pop, the need for an explanation for the hefty price tag became clear. That came from Vacheron and museum officials, who spoke over a lunch of gazpacho and Chinese chicken salad in a long, narrow lounge next door. Company branding on six flat-screen TVs and cushy pillows punctuated a luxe environment of living-room vignettes with earth-tone furnishings, potted grasses, and vases of orchids and white tulips. Guests left with coffee-table books about the museum's collection of tribal art.
On Wednesday, Vacheron director of marketing and communications Ellen Cohan collaborated with Relevent's Tony Berger on a press preview and lunch to kick off “Métiers d'Art,” a four-day exhibit about high-end watchmaking at Sotheby's in Beverly Hills. Four craftspeople—an enameller, a master watchmaker, an engraver, and a guillocheur (who creates intricate designs on dials)—demonstrated their crafts at stations in the auction house's main gallery area. Then the entire group went to the nearby Beverly Wilshire Hotel penthouse suite, which Vacheron had outfitted to host nightly cocktail parties and dinners for retailers and customers.There, a fifth artisan demonstrated her skills in a room dedicated to the newest entries in Vacheron's “Metiers d'Art” watch collection, so called because they require the most sophisticated craftsmanship. Dubbing this group “Les Masques,” the company produced the first of three annual crops of watches inspired by primitive art from Geneva's Barbier-Mueller Museum. The production run consists of 25 sets of four watches, each bearing a tiny gold reproduction of a different mask. The artisan who creates the reproductions affixed to the watch faces was perched at a table in the center of the room. Surrounding her were vitrines containing the four watches and the masks that inspired them, as well as other displays about the watchmaker's art.
With Vacheron's minimum requirement that customers purchase a complete set of four watches at $400,000 a pop, the need for an explanation for the hefty price tag became clear. That came from Vacheron and museum officials, who spoke over a lunch of gazpacho and Chinese chicken salad in a long, narrow lounge next door. Company branding on six flat-screen TVs and cushy pillows punctuated a luxe environment of living-room vignettes with earth-tone furnishings, potted grasses, and vases of orchids and white tulips. Guests left with coffee-table books about the museum's collection of tribal art.
Vacheron Constantin's pricey displays
Photo: Courtesy of Nike Communications
Vacheron Constantin put its pricey pieces on display.
Photo: Courtesy of Nike Communications
Watchmakers demonstrated their work.
Photo: Courtesy of Nike Communications
Five Geneva-based artisans flew to L.A. for the demonstration.
Photo: Courtesy of Nike Communications
Flat-screen TVs showed promotional brand images at the Beverly Wilshire Hotel.
Photo: Courtesy of Nike Communications
The Beverly Wilshire penthouse suite is hosting cocktail parties and dinners for retailers and customers.
Photo: Courtesy of Nike Communications
