“I am particularly pleased with the price positioning of the Gucci watch collection, which is very well balanced,” he says. “The core of the collection ranges from 500 to 1200 euros, with the average being about 700 euros. This gives us the possibility to reach a higher-end cluster of customers than other fashion brands, while at the same time being a 100% Swiss Made watch brand. I therefore will be looking to grow the business on the foundation of this strategic price point.”
Linder acknowledges that more needs to be done, however. “We will be focusing on key products and at the same time be introducing some new styles under the design direction of Gucci's new Creative Director, Alessandro Michele,” Linder details. “Today our offer spans from very fashionable products to traditional and classical items. We will now be moving towards five core designs that all have a strong identity, to be clearly recognizable as Gucci watches. I think this will provide a very clear and strong point of view. Without a doubt, the new collections under Alessandro Michele's direction will certainly create a lot of interest and excitement in the brand.”
Coming from a sporty brand like TAG, Gucci has been eye-opening in a number of ways for Linder. “To a certain extent, working for Gucci is much more open and free,” Linder says. “With a brand like Gucci, you have the opportunity to be more creative and have access to wider sources of inspiration. Alessandro Michele loves watches. We can reinterpret watches in a more contemporary way. I am really looking forward to working with him. We have a great opportunity to further strengthen and boost our business.”
Linder’s favorite Gucci watch is the new Dive, “because of the quality and the craftsmanship,” he says. “In addition, I love the G Timeless Automatic with the small second. For ladies, I really like the new Horsebit, which is clean and simple. We have always put an emphasis on reinterpreting Gucci's icons in a modern and innovative way as our customers really appreciate their symbolism.”
At BaselWorld, Gucci and Linder announced a strategic partnership with will.i.am to develop a smart watch. “We are working on the watch now,” Linder confirms. “Alessandro has begun to develop some preliminary designs, but there is still work to be done as the form has certain limitations. We are looking to give it a Gucci style and personality. Will.i.am talked about 'Fashionology,' and that is the perfect word for it.
“When we sell watches we are selling a dream,” Linder continues. “Personally, I think that smart devices will enjoy significant success at the entry price. The question is whether technology will be strong enough to replicate the desire for luxury. And functionality will play a key role: with the exception of health functions, today I don’t see smart-watches necessarily replacing smart phones.”
Good luck, Stéphane, as you put your mark on Gucci Watches and Jewelry.
