News As the leading brand of the Swatch Group for one year and of Swiss watchmaking since 1775, Breguet intends to make its mark as we move into the third millennium. It will do so without turning its back on its prestigious past. Quite the contrary.
In his lifetime, Abraham-Louis Breguet was watchmaker to some of the world’s most prominent figures. That was only as it should be, because he was and remains the greatest of all watchmakers. Of all the prestigious brands in the watchmaking sector, a special aura surrounds the name of Breguet. Backed by an unrivalled heritage, it also imposes on those who have custody of the name today the need to respect a tradition dating back for over two centuries. Nicolas Hayek, who took over the torch from the hands of Investcorp a year ago, is well aware of this fact. And he intends to carry the new jewel in his watchmaking crown forward. He will do so by respecting as far as possible to the letter the monumental heritage of the most French of all Swiss watchmakers.
In other words, there is nothing to fear for years to come. A Breguet will always be a Breguet. Its uniquely distinctive case will still house movements of the finest quality, rivalled only by the sophistication of their complications.
However, respect for tradition is certainly not synonymous with stagnation! The new Breguet owner intends to make the illustrious watchmaker’s known and admired all over the world: by boosting sales of the brand which are forecast to rise from around 8000 pieces this year with turnover of just under 100 million francs to around 25,000 timepieces worth 500 million in ten years time; by creating a network of around thirty Breguet boutiques in the most prominent cities (the first was recently opened in Paris, pending further inaugurations in Cannes, Tokyo, New York and London, to say nothing of Zurich and Geneva); by launching a new promotional campaign focussing on the brand’s famous customers (beginning with Napoleon and Winston Churchill) or writers who made reference to it (Alexander Pushkin and Stendhal for instance).
A further innovation is the launch of a line of jewellery pieces made in the Breguet spirit and designed for women who are not interested in ephemeral fashion and its icons (FH magazine will be returning to this subject in a coming issue).
At 20 Place Vendome, with Van Cleef & Arpels and Mauboussin as its prestigious neighbours, the Paris boutique, which was officially opened on 14 September, is currently the only outlet anywhere in the world to offer the full Breguet collection, including the six new lines of jewellery. A warm and welcoming atmosphere pervades these premises (see drawing), typified by harmony in every aspect, from the oval shapes to the light colours of the walls,partly with wooden panelling, and furniture in the traditional lines of the late 18th century. The lighting conveys an appropriate golden tone.
But 20 Place Vendome is not just a place dedicated to sales. Customers and devotees of fine watchmaking can discover here, by appointment, the Breguet museum in the basement. For the time being, some 40 antique watches are on display together with the precious brand archives (manufacture, sale and repair registers). Watch 5038 is particularly noteworthy. It was sold on 13 October 1832 to Count Demidov and acquired by Nicolas Hayek, with four other Breguet masterpieces, on 5 June last in Hong Kong at an Antiquorum auction sale.
The past and present of Breguet are rich in extraordinary events. The same will still hold good in future because Mr Hayek has already planned to inaugurate other museums worldwide. He will be opening a Breguet school of fine watchmaking and worthily celebrating next year the 200th anniversary of the Tourbillon, a brilliant invention by the hand of …Breguet!
September 25, 2000
