VACHERON CONSTANTIN JUAN-CARLOS TORRES CEO - ABOUT THE HOURS AND ITS LOVE FOR RUSSIANS.
JUAN CARLOS TORRES BORN IN BARCELONA ON JULY 3, 1956, MOVED TO GENEVA IN 1960 AND GETTED TO KNOW THE WATCH INDUSTRY IN 1976, GETTING STARTED TO WORK AT CAMY WATCH. In 1981, HE MOVED TO VACHERON CONSTANTIN, WHERE TO SEPTEMBER WORKS ON ALL THE COMPANY'S MAJOR PROJECTS. IN 2005, HE WAS APPOINTED THE HEAD OF MAISON VACHERON CONSTANTIN - THE OLD WORLD HOURLY MANUFACTURE WORKING WITHOUT INTERRUPTIONS FOR ALREADY 260 YEARS. MR. TORRES ARRIVED IN DUBAI TO REPRESENT THE CULTIVE OVERSEAS COLLECTION AND WE HAVE BEEN ABLE TO TALK ONE ONE ONE.
Mr. Torres, Vacheron Constantin is one of the most respected brands among Russian collectors, in addition, the company has many references to Russia, in particular to imperial Russia, because for some time in the 19th century the brand was an official supplier of the royal family.
Juan Carlos: Yes, Vacheron Constantin produced watches on order for the Russian aristocracy of the 19th century. How did this happen? The brand was founded by watchmaker Jean-Marc Washeron, but when François Constantine (and he was a businessman) joined the company, he began to travel a lot around the world and present watches. Francois was very educated, sociable and knew how to make the necessary acquaintances. The Russians loved our watches and willingly bought. Then, after the collapse of the USSR, an antique clock with pieces of grass and earth under the dials began to be brought to our workshop in Switzerland for restoration, we restored it and sent it back. So respect for the brand has revived without any promotion. I myself love Russia and often visit Moscow, even celebrated my birthday there this year. My grandmother, by the way, is from Odessa. Russia is a special country for me. I am friends with the head of Bosco di Ciliegi Mikhail Kusnirovich, with whom we staged a rally of classic cars. Next week, I'm flying to Moscow again - to present Overseas.
DIVING IN HISTORY
In 2006 year Juan Carlos Torres created the Atelier Cabinotiers Special Order in the company, designed to preserve the traditions of the Geneva workshops Cabinotiers and watchmakers Vacheron Constantin. Atelier Cabinotiers makes exclusive watches to order.
September 17, 2015 Vacheron Constantin announced one of Atelier Cabinotiers' most technical achievements, the most complicated watch in history - Reference 57260.
Why do Russians seem so loyal to the brand?
Juan Carlos: Our philosophy is to be extremely transparent, not to hide anything and not to try to impose. We are honest with our customers. And inside the company we are a family. I always ask my employees to be themselves, not to play and not to build anything from themselves, because work is a part of our life. As a result of the coordinated work of all employees, we have a product in which the spirit of Vacheron Constantin is embedded. When you wear our watch on your hand, you feel what we call Anima, the soul of the watch. And this is the soul of all the creators and employees of the company. In addition, you are not just buying a watch - you are buying 260 years of history.
What approach do young customers require, and do I need to adapt to them?
Juan Carlos: Our brand has its own tradition-based path. At the same time, we introduce innovations almost every day. But Vacheron Constantin does not sell technology, but technology. However, to be successful today, you need to understand that young customers are not as loyal to traditions as the older generation. For many, buying an expensive watch is like buying shoes. But we want to attract young customers. Of course, you need to respect your brand and its roots, but still we can not afford to say: "We are a luxury segment company, so we will not do anything that is contrary to our traditions." This is not possible in our time. Therefore, we say: "Let's build a relationship together: a brand and a buyer - and these relationships do not have to be based on old rules." Of course, with my forty years of experience in the watch industry, it’s hard for me to imagine that for young people the 260 years of the history of our brand have no meaning. But today nothing can be sold only at the expense of the past.
How does this approach affect your actions - for example, restarting the Overseas collection?
Juan Carlos: It greatly affects both the way we communicate with customers and our watches. Today, many people perceive watches as a reliable investment (by the way, I must say that it’s just the Russians who buy our watches not because of investments, but out of love for watchmaking). And in this sense, the Overseas collection is very important. We have redesigned our line in accordance with today's realities. You can’t sit still - you need to constantly innovate. For example, Overseas World Timer watches are convenient for those who often travel on business and who need to know the time in several time zones at once. Of course, this is not an expensive thing, but we offer the client an excellent mechanism of our own manufacture, the highest quality standard and impeccable design.
Tell us about your project with photographer Steve McCurry. How did you get the idea to send him for photos in 12 places around the world?
Juan Carlos: Travel and great discoveries are the spirit of Overseas watches. McCurry gave us the opportunity to take a fresh look at the world. What do people take with them on a trip? A passport, a suitcase, an iPhone, maybe a camera - and a watch. We asked him to take an Overseas watch with him and take pictures of what he saw. He is an experienced photographer - already middle-aged and rather reserved - and we wanted to see the world through his eyes. Steve was probably the only photographer who was allowed to climb the roof of the Kremlin to photograph GUM. Working with such a photographer is always an adventure. His pictures affect the feelings of the audience and allow you to achieve a deeper emotional connection with customers.
Which Vacheron Constantin collection sells best?
Juan Carlos: Of course, the Patrimony collection. For many years now this has been our bestseller - I rarely use the word "icon", but it almost fits Patrimony. Nothing can replace this series - its design is close to ideal. Having launched Patrimony in 2004, we set a new trend, returning to the classics when bright watches with large dials were fashionable. These watches are difficult to manufacture, and their design is also very complicated, but they seem simple and minimalist in appearance. The secret of their beauty is that the dial, hands and glass are curved - there is nothing direct in this watch.
What challenges will the brand face in the next ten years?
Juan Carlos: We must remain a real manufactory, keepers of tradition. Thanks to the delicate manual work, our watches have a soul, and each of our models is unique. Collectors value authenticity and continuity of tradition. It is these values that we will invest in our watches and in the future - in particular, in the Métiers d'Art collection, in which the volume of manual work is especially high.
What to expect from Vacheron Constantin at SIHH in January 2017?
Juan Carlos: We will release some very interesting new products, and this will be more related to further complications. But I can’t officially declare them yet. It's going to be a surprise.
CAVALER OF THE ORDER OF THE FRENCH REPUBLIC
February 21, 2012 The French Ambassador to Switzerland, on behalf of the French Minister of Culture, awarded Juan Carlos Torres the title of Cavalier of the Order of the French Republic "For Merits in Art and Literature". The Order noted Torres' work at Vacheron Constantin and outside the company, as well as his endeavors to support art and culture - after all, this is an integral part of training, and hence progress.
Interviewed by Irina Malkova
