Roberta Naas: What are the most important products you are unveiling this season?
David Gouten: “At DeLaneau, we continue with our strong values of passion and emotion. We tell inspired stories with our unique creations. We have our three pillars: Arts & Crafts, Elegant Complications and Jewellery Timepieces. In each one, we will be introducing a new DeLaneau interpretation -- creating unique pieces only. For instance, our talented enamellists, thanks to their mastery of Grand Feu enamel and their freedom in creation, have imagined new representations of enamel painting, named Flower Field. True luxury is about an understanding of quality, craftsmanship and exclusivity. These elements are key to the creation of our watches, and each and every one we make remains true to this ethos through and through.”
Were there challenges involved in the making of the new Flower Field collection?
“One year ago, when our artisans suggested developing this new technique of painting, nobody knew whether they would succeed. It took weeks to elaborate the right ‘recipe'. After many hours of research, enamel combinations and several dial realizations, and thanks to the enamellers' patience, dedication and passion, a new enamel painting technique is born. It can be compared to impressionism in painting.
Many steps occurred between the inspirational flower field image and the final superb dials.”
How is your brand different from others?
“Our brand is always different from the others, not only this year. We craft true unique pieces. Our artisans are involved in the creative process and combine their inspirations, emotions and talented skills to create valuable timepieces. Our enamellists each make their piece from A to Z. Only a few persons in the world are capable of painting miniatures on such a tiny surface and, as a final touch, to add a “fondant de finition” (under-flux enameling technique). Our uniqueness also lies in our capacity to create made-to-measure watches, on top of one-of-kind realizations, all inspired by nature.”
How have you expanded your booth at BaselWorld in light of the new exhibition space this year?
“We are exhibiting this year in the same place as in 2012. Last year, for our return to BaselWorld after 10 years of absence, we had developped a container-booth concept that is as original and exclusive as our creations. Our enamel workshop and artisans share their know-how with visitors who can try their hand at enamel painting, if they so wish.“
What is the on-going direction of the brand in terms of positioning, distribution, etc?
“DeLaneau is and will remain a niche brand. We have a limited production capacity and our connoisseur network, which consists of ardent advocates of our know-how, is consequently also limited. We have launched partnerships in Hong Kong and in Macao for example, but also in Singapore and in a few countries in the Gulf. We are also present in Russia, in Ukraine and England, at Harrods for example, or in Cannes. We recently reopened our sole boutique in the world, in Geneva. Europe and America still need to be developed.”
