September 25th 2009
Based on an interview by Anne-Marie Belcari
The launch of the latest models by Swatch provided an opportunity to discover and admire the daringly original line of self-winding chronographs. It was also an ideal occasion to note the enthusiasm and determination of Swatch president Arlette Elsa-Emch. An iron fist in a velvet glove; a contagious zest for living, a dash of humour and an obvious desire to embrace the complete brand experience!
Worldtempus : How do you feel about your appointment at the head of the Swatch brand? Is it a challenge or a logical next step in a predetermined career?
Arlette-Elsa Emch : I have never regarded my life in terms of carving out a career for myself. Look at my education: you don't study human sciences if you are career-oriented! I believe is filled with decisive moments, with crossroads where there are choices to be made and opportunities to be grasped. What people generally call “luck” is in my view synonymous with major changes, challenges and sometimes involves being uprooted. But I don't know anybody whose success is due to luck alone. Success is 90% work, 5% talent and 5% luck. Of course, you have to love what you do, since that plays a major role in promoting a sense of accomplishment and fulfilment.
So it's basically a challenge ?
For me, the Swatch appointment was a bolt from blue! Yes, it is indeed a fabulous challenge, and also a real encounter of the kind that really count in life. An encounter with a sparkling brand that is mischievous, youthful, talented and displays an incredible appetite. That's what I've been discovering over the past few months with tremendous pleasure! I am also discovering a team of dedicated and gifted people radiating amazing joie de vivre. All of this was put in place by Mr. Hayek: I've just hopped onto a train that is already on track – a ‘joy' train that is a sheer delight to drive!
So you didn't hesitate for even a moment when Mr. Hayek offered you the job?
To be honest, he left me 10 seconds to think it over! But some seconds are worth hours, and that's how it was in this instance. I didn't need more time. And if you think about it, it's THE legendary watch brand! Who would refuse such a job? One would have to be extremely arrogant to do so!
What do you wish to contribute to the brand? Continuity? A complete break with the past? A fresh approach?
Above all, femininity and glamour – meaning aspects corresponding to my own personality! I come from the world of fashion and luxury, and I intend to imbue the brand with these values, while not forgetting rigorous standards and consistency, both of which are indispensable prerequisites for success.
So we shouldn't expect an actual break with the past?
Not at all. It's like life itself: you never truly start over, you merely continue. There is never any real break with the past, but you bring something new by keeping in touch with the changing world around us.
How do you switch from a brand like Léon Hatot characterised by art, culture, history and femininity – a brand that fits you like a glove, particularly in light of your artistic sensibilities – to a brand like Swatch?
Think again: all the adjectives you have just used to describe to Léon Hatot also apply to Swatch. Art, with all the artists who participate in design; culture of course; as well as the feminine facets that I am planning to reveal. The incredible wealth and diversity of the brand universe offer me boundless paths of creative expression! When you look at the 5,000 existing models, you might be tempted to think everything has already been done… and yet everything still remains to be done! Such is the magic of Swatch. Léon Hatot is a “sleeping beauty” niche brand, while Swatch is vibrant, full of energy and intensely joyful.
What do you see as the weaknesses of Swatch as it now is?
I don't really see any weaknesses, but I definitely want to reinforce the brand's glamorous and feminine side.
And what are its main strengths?
Its goodwill factor; it makes people smile and evokes pleasant feelings. Not to mention its excellent state of health, and of course its heritage.
Do you plan to develop a collection entirely dedicated to women?
I don't like social divides. There will doubtless be feminine models, but not a ladies' collection as such. Women can wear anything masculine if they so wish. I do indeed hope they will take over the Chrono Automatic with the same natural ease as they borrow their man's shirts. Men cannot however wear feminine items, so I don't wish to exclude them either.
After revolutionising and saving the watch industry in the 1980s, is Swatch doing the same for the 2010s by introducing a mechanical chronograph movement in a plastic case?
It certainly heralds the advent of a new art of living. This watch is wonderful because it is light, contemporary and modern. It definitely carries the Swatch DNA, as you can see at first glance. It also corresponds to a determination to offer great quality at the lowest possible price. It comes at less than 400 Swiss francs for a watch with a mechanical chronograph movement, featuring all the assets of a great model!
You have reduced the starting price by around a hundred francs?
Yes, because Swatch has a mission to bank on large quantities and thus to seek the best possible price in order to remain in tune with its clients and their expectations.
So the brand has now introduced an automatic movement, and even a mechanical chronograph. Might it one day present diamond-set models?
Anything is possible, because Swatch is a universal watch intended for artists to politicians, from decision-makers to holiday-makers, and from royalty to students. Swatch is everyone, precisely because it enjoys that magic goodwill factor. From the basic watch to the Diaphane One Turning Gold the brand is accustomed people to expecting the unexpected! This ability to amaze people, to take their breath away, to take a new bend in the road and spring yet another surprise… That's what Swatch is all about!
After six months at the head of the brand, how would you evaluate this initial period?
It's a bit early to stop and take stock, but I am certainly delighted to be taking over a brand that has been guided towards maturity since 1982 in such an exemplary manner. It is an extremely rare and perhaps even unique phenomenon for a brand to achieve global fame within such a short time-frame.
So there are no direct competitors?
Try to suggest the name of another brand that has achieved this feat; I certainly don't know of any!
And what about the effects of the current crisis?
We have naturally felt it a little, but not as much as luxury brands! This is precisely because of our competitive pricing and our high-quality products – not to mention creativity. Consumers are well aware of this, since we have consistently proved it for the past 27 years. Swatch is a shock. A genuine culture shock! But a shock that lasts!
