O LI I’() i1~I S1~I F THE WORLDS MOST INFLUENTIAL WATCH MAGAZINEwww.europastar.com

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•‘~% n n r~bSWISS EXPORTS: THE REAL FIGURES

BAS ELWORLD NOVELTIESUSI N F SS NIAGAZ[NE I~ UROPEAN EDIPION I N~33S-336 I 1-2/2016 MARCO / 4Pi11 0H Fi /4120 JSS 12.

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VIVIANE DE W1fl,CEO DEWI1T

Ïbere are numerous reasons w4~y prafessional buyers are getting cold feet: some of these are structuialwithin the industry, others are geopolitical. In recentyears me four biggest groups, with their many brands,their financial clout and their corresponding mediavisibility have saturated the sales outlets and subsequently emptied the dealers’ pockets. Rumour has it,that it will take a minimum of two years ta absorb thesurplus stock that was forced upon the distributionnetworks. At the same time, the traditional marketshave reduced their purchasing levels: China with itsanti-corruption laws, Hong Kong - wtiich in goinginto open battie with the central powers, managedto dissuade Chinese travellers from choosing it as adestination — these people now preferring Singapore,Russia with a diastic drop in the value of the ruble,Sauth America, where the economies have collapsed,the fall in the ail price and sabre-rattiing in the MiddleEast. Many traditional markets thathave not stoppedbuying but sales levels have reduced dramaticaily. Tocompensate for these reductions, demands a lot oftravel, meeting professionals — sometimes new to theluxury market or the industry, supporting luxury watchdistributors in creating new pramotional programmes,providing leadershp, coadiing, training and explain

ing. Today a CEO has ta travel canstantly, imitatingJean-Claude Biver and Richard Mille, twa people whohad great successes in the profession and understoodthis from the beginning.

By being constantly mobile, DeWitt has retainedits sales levels but also thanks ta having openedmany new micro-markets virtually ail over the worldwithout choosing promnent zones. In reality theworld bas become one maricet and those who traveloften offer watches as gifts dur ng the r travels.During 2016, envisagea status quo. If we considerthe glass as heing half-empty, we’d cail this stagnation, if we see the glass half-full, we could say thatthe loss of easy marlcets and the necessity to be morecreative is an apportunity. In any case whatever theproblems are at this moment in time, we can observethat the economic cycles are becoming shorter andshorter and if there are areas of the world that aresuffering, there are others whose economies are rnaking a recovery, such as USA and Iran.

For DeWitt the sole purpose of fine watchmaking s to offer enthusiasts and collectors exceptionalmechanical inventions and angoing innovation, aIlhoused in an impeccable and recognisable aestheticformat. No-one really needs a watch or an additionalwatch! As my son laughingly says; ~the time is the

only thing freely given to people when they ask.~Therefore this demands constant innovation andthe introduction of new products on a continuousbasis. There will always be passionate enthusiasts ofthese exceptional mechanical innovations and ourchallenge is ta make ourselves known ta them. Theintemet and social networks are more effective tothis end than the numerous magazines. DeWitt lovesinnovation, no mater whether t affects us directlyor not and the arrivaI of smart-watches is an innovation and an additional available affer ta a public whoike ta stay connected and informed at aIl times. Ïliisinnovation is totally different from our own researchprogrammes but we welcome its arrivaI.

For those who wish ta encounter new customers, Basel is irreplaceabie. Taday we neither have thedesire nor the means ta campete with the groupswhom, with aIl their financial might behind them,compete between themselves ta have the mostbeautiful, imaginative and spectacular stands. We’rehappy ta be in our tent at the Palace and alongsideinnovative manufacturers who are also content. Wehad asked the organisers of Baselworld fora largerstand but we have had ta keep the same area as lastyear, even taking account af our numerous meetings— proof that the business •s not sa bad, since therewere none available.

36 CEO SURVEY europa star

LGALLERY

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ICY DIAMONDS

Ø GOLDEN AFrERNOONby DeWitt

In 2016, Swiss Manufacture DeWitt iscelebrating women, with a collection ofjewellery watches that will be unveiledthroughout the year. The first two modelspay tribute to Japanese artistic crafts.These exceptional dials were produced inpartnership with a Japanese artist, trainedsince the age of five in the ancient artsof calligraphy, painting and the historyof Japanese art by the great masters.lier utterly unique technique involvescombining precious pigments with Indianink to produce decoration. Powdereddamond, platinum, gold, pearl, agateand other gemstones give her creationsa particular sheen and subtie, texturedeffects. No paint is used and the dials areformed using only dots of powder fixed byhand, requiring extreme meticulousnessand very fine tools. Around 30,000 to50.000 dots are necessary to createthe delicate decoration on each dial.The Classic jewellery model, with its18K rose gold case set with a row ofdiamonds, is dressed in springtime shadestinged with yellow, orange and green.The floral motif shines with the pigmentsof powdered diamond, pearl, platinum,gold, tiger’s eye, malachite, quartz andother gemstones. The watch is fitted with amatching shiny green alligator wristband.

® BUBBLE HIGHJEWELLERY by Corum

Corum celebrates the revival of thelandmark Bubble wristwatch with theBubble Righ Jewellery Slceleton, a trio ofwristwatches with open-worked, ultra-thinmovements — each a one-of-a-kind creationset with exquisite diamonds and gemstones:rubies, blue sapphires and black sapphires.

© LADYBIRD ULTRAPLATEby Blancpain

Amid the current renewed craze for tinyladies’ watches, Blancpain reinvents theenchanting design codes of the Ladybirdin an ultra-thin contemporaiy version. Firstunveiled in 1956, this watch was equipped atthe time with the smallest round movementon the market. Sixty years later, its slimwhite gold case highlighted by diamondsis powered by a tiny automatic movement

equipped with a silicon balance’spring.A delightfully retro-chic look of whichBlancpain gives a stylish new interpretationin this 60-piece limited edition.

> TREE 0F LIFE by Kerbedanz

The horoloçical aeations by Kerbedanz areinfused with symbolism. These messages areconveyed through an artistic interpretationof the cases and dials on Kerbedanz watches.The Tree of Life s a jewelleiy anthem toimmortality, symbolised by the tree afterwhich it is named. Framed by a case entirelyset with green emeralds, a hand’sculpted goldtree adorns the green enamelled dial. Thescene is suffused with the light of sparklingdiamonds. 11w dainty chatons embeddedinto the gold and enamel are the fruits ofthe tree. Kerbedanz has also decorated theoriginal Technotime base calibre with equallymeticulous care. A 41-piece limited series.

GALLERY eurepa star

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