Vacheron Constantin

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Vacheron Constantin = Very Corporate

Is growth achieved at the cost of reputation sustainable? Remember that the reputation of the brand is built in watches that were made in a time where global annual production was much lower. Probably on the order of FP Journe.

When Journe released an entry level piece, he went with the Chronometre Bleu.

In the end, the Fifty Six is a corporate exercise to reach a younger clientele and achieve division growth targets. Even the nice junkets seem like a calculation to raise brand awareness with younger enthusiasts and convert a target number of these enthusiasts to product evangelists. The watches do not show very well online and the dials do not match the execution level of the cases and, not surprisingly, the evangelists are contrarians.

In the end, I recognize I am heavily influenced by the coverage. The watches were not well-received at SIHH. Absent strong positive emotions to share, the media fell back on sharing the brand’s corporate vision for the line’s positioning. There’s not much that can be done now, though Vacheron can now quietly assign a new team to revise the dials to bring them up to the execution level of the case. If that’s done, there could yet be a happy ending, regardless of the origin of the movement used in the entry level piece.

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