HIGHER POETICS meet with one of the Luxury Watchmaking’s most talented P.R. and gives us a fine sight from inside.
HP: What does “Luxury” mean to you?
JRA: To me Luxury means exclusivity, quality, something unique and special, an outstanding experience.
HP: For how long have you been working in luxury?
JRA: I’ve been working for the past 5 years in luxury sector; the first 3 years were at Cartier Boutique, in the commercial area, and last 2 years as a P.R. of different luxury watch brands at Temposatis.
HP: What values led you to be a P.R. for Temposatis?
JRA: Diplomacy, ability to be connected with people and to reach them, availability, deep knowledge of the product and brand and ability to sell.
HP: What is the best and the worst thing can happen to a P.R. in this sector?
JRA: The best thing is to exceed the expectations in every event and extend it internationally.
The worst thing is to fail in that.
HP: How has your role changed with the Social Networks nowadays?
JRA: The social networks have made easier the contact between the people and the brand, it allows you to put them closer to each other and reach them directly. As a P.R., you can become a moderator between the brand and the people through these social networks; in short, they speed up the work process.
HP: What brands have you managed and which ones are you currently managing as P.R.?
JRA: At the beginning I have managed watch brands such as Hermes and Confrerie Horlogere. Nowadays I’m responsible for the P.R. of Corum, Concord and DeWitt Luxury Watchmaking brands.
HP: Which is your favorite one?
JRA: I would not be able to say that I have a favorite one, though would say that I do have favorite models among those brands like the Admiral’s Cup Minutes Repetition Tourbillon 45 of Corum, the Academia Tourbillon Minutes Repetition GMT of DeWitt or the C1 Tourbillon Gravity of Concord.
HP: What is a “Grand Complication” in terms of Luxury Watchmaking?
JRA: A watch that indicates the time, minutes and seconds can be considered a simple movement, then if we add it a chronograph, dater, automatic movement, etc… we can say that it has complications, but when we speak about grand complications in Luxury Watchmaking we mainly refer to how difficult is to design, to create, to mount and to repair, as well as to combine big amount of functions inside the same watch, whether automatic or manual wind watches. In my personal opinion I can say that 3 of the most Grand Complications are the Tourbillon, Minutes Repetition and Perpetual Calendar.
HP: Is there any relationship between the price and the watch complications? If yes, how close is that relationship?
JRA: Yes definitely, the more complications the higher is the price of the watch. And so much so that the watches which have grand complications are produced in very limited editions such as the Admiral’s Cup Minutes Repetition – Tourbillon, which has been produced in only 10 pieces (just to mention one of the brands I manage).
HP: How expensive are the watch prices you manage?
JRA: Without speaking about any particular brand, the range of prices climbs from USD 5,000 to 500,000 and even 1 Million Dollars, it all depends on the manufacture materials, such as the iron, platinum, gold or titanium, and the complications, or if they have precious stones and semi-precious like rubies, diamonds, amethysts, corallines, etc.
HP: What does a luxury brand contribute to the society?
JRA: Difficult question… if we mean to a product or service it offers, I think we cannot talk about the society in general but to a determined sector of it once the luxury is characterized by its exclusivity and high prices. So from the consumer side we can say that it gives a unique experience, excellence in quality, emotional satisfaction, fulfils a desire, status … I can simply mention a phrase said by Coco Chanel: “The luxury is a need that starts when the need finishes.”
Now, if we speak about luxury brands as “companies”, since some years ago they have taken part with more emphasis in social projects, e environment and cultural, for example Tiffany quit manufacturing products with con corals in order to contribute to its preservation. In the same line, most of the international fashion designers quit using natural fur for their acclaimed “collections”.
It was a pleasure to speak with Juan…it really was a very “valuable” time.