JeanRichard: lessons in Brand Management
During my recent visit to Baselworld 2014 I retraced in my mind JeanRichard's recent history when, in 2013 and almost by chance, I became aware that something had changed. A renewed line-up, a new logo, the Terrascope as central and pivotal model with many versions. Exactly a year later and approaching Horbiter's first birthday, that which in the eye of a fan visiting the Salon was not quite clear, it is now evident.
The rebirth of the brand, ever since its relaunching strategy, has been very speedy, founded on "simplicity" and it fully materialized thanks to the concept of "modularity". Placing on a table, side by side, JeanRichard's 2013 and 2014 collections, it's clear the evolutionary journey that, through simplicity, has created a product which is sober, balanced and personal without excesses. It evolved over time thanks to modularity, in other words the choice to adopt a common technical architecture easily personalized.
While other brands employ a "cookie-cutter" approach to vastly reduce production costs resulting in virtually similar models, JeanRichard has done the exact opposite so as to facilitate personalization of its watches. Not by chance I've inserted two models which, in my opinion, represent what could be considered an arrival point: the JeanRichard Aeroscope 208 Seconds and the JeanRichard Aeroscope Arsenal FC Special Edition. Of the first, we wrote about it here on the eve of its launching (here) while the second is a first ever and together with the Terrascope Arsenal FC (article here) the result of a partnership between the brand and the celebrated English football club.
After all production numbers are purposely limited; these special models are produced, respectively, in just 208 and 250 units. It is, technically, the same watch and yet they seem to be two different watches ( I prefer the 208 Seconds also because I don't like black watches while the satin finish is my choice). Personalization is so detailed as to give them two totally different identities. Both have a titanium case, one entirely covered in DLC while the other only partially.
The first, the JeanRichard Aeroscope 208 Seconds, is dedicated to Capt."Sully" Sullenberger and his epic emergency landing on the Hudson River. The 208 Seconds, which have made him the most renowned pilot in the world, are depicted on 3 concentric circles designed on the dial. The JeanRichard Aeroscope Arsenal FC Special Edition instead, uses arabic numbering on a Arsenal red colored honeycomb dial with the famous cannon, symbol of the english club, on the seconds arm. Lessons in Brand Management!
(Photo credit: Horbiter®'s proprietary photo shooting)
Gaetano C. @Horbiter®