Cooking is in. And you won’t find a watchmaker who says the contrary. Masterchef, Top Chef, The Great Bake Off… Over the past few years, the proliferation of TV cookery programmes has strongly contributed to positioning chefs centre stage… not to mention the multiplication of specialised magazines, public awareness campaigns on the ills of junk food or the fashion for food selfies which contributes to nourishing Instagram and other social media. Generally speaking, gastronomy is on our menu of preoccupations. From simple artisans working in the wings, certain chefs have become veritable stars who are being wooed by various brands.
Forerunner
Blancpain was the first to enter the kitchen, long before TV got involved and chefs began to be celebrated. Firstly in 1989, by offering an engraved watch to Frédy Girardet, Paul Bocuse and Joël Robuchon – all three nominated “Chefs of the Century” by Gault & Millau, and subsequently by associating its name with establishments bearing the Relais & Châteaux label and supporting the stars of gastronomy through various partnerships. “Historically, Blancpain has always had management that was sensitive to lifestyle and gastronomy” explains Alain Delamuraz, Vice President and Head of Marketing for the brand. “And it just so happens that there are a number of common points between watchmaking and the art of hospitality. It’s a culture of welcoming others, of time spent together, of sharing. If you look at the way a watchmaker and a chef move in the exercise of their art, you will observe a number of similarities and parallels.”
Since then, other brands have followed the culinary route. The importance of raw materials, discipline, creativity… Watchmaking and gastronomy clearly share certain values that Richard Mille has decided to highlight through its recent partnership with Italian Michelin-starred chef, Carlo Cracco. “Mr Richard Mille is sensitive to gastronomy and great delicacies” emphasises Timothée Malachard, Marketing Director. “As for Carlo Cracco, he loves the brand. When you see the way a chef manages his kitchen, with such extreme discipline, a sense of detail and a taste for innovation and perfection, you cannot avoid making the connection with our products.”
Believe in your star
The same logic applies to Jeanrichard, which recently announced its partnership with Luca Manfé, winner of Masterchef US Season 4. For the CEO of Jeanrichard, Bruno Grande, this is more about an encounter than a desire to merely follow a trend. “Luca Manfé emigrated to the United States around ten years ago. He wished to take his passion to the ultimate heights and he has achieved something extraordinary by winning Masterchef. It is in this respect that his career corresponds to Jeanrichard’s philosophy of life and the brand’s renewal.” Luca Manfé himself comments: “Jeanrichard’s philosophy of life immediately spoke to me. You mustn’t think twice about what you like doing; you must go for it. The more I believe in my cooking, the more I play with incredible ingredients and the more I earn recognition from those around me. TV has merely augmented my reality.” And he’s not alone: the great superchefs are also enjoying the benefit of the public’s craze for gastronomy. Yet another reason for watchmakers to continue helping their shared interests by setting out a magnificent feast.
