{"id":26723,"date":"2021-03-17T22:20:29","date_gmt":"2021-03-17T22:20:29","guid":{"rendered":"https:\/\/www.horbiter.com\/jeanrichard-lessons-in-brand-management\/"},"modified":"2021-11-26T15:10:55","modified_gmt":"2021-11-26T15:10:55","slug":"jeanrichard-lessons-in-brand-management","status":"publish","type":"post","link":"https:\/\/www.horbiter.com\/en\/jeanrichard-lessons-in-brand-management\/","title":{"rendered":"JeanRichard watches: lessons in Brand Management"},"content":{"rendered":"

During my recent visit to Baselworld 2014<\/strong> I retraced in my mind JeanRichard<\/strong>\u2018s recent history when, in 2013<\/strong> and almost by chance, I became aware that something had changed. A renewed line-up, a new logo, the Terrascope<\/strong> as central and pivotal model with many versions. Exactly a year later and approaching Horbiter\u2019s first birthday, that which in the eye of a fan visiting the Salon was not quite clear, it is now evident.<\/p>\n

\"JR-Patchwork-1\"<\/a>The rebirth of the brand, ever since its relaunching strategy, has been very speedy, founded on \u201csimplicity\u201d and it fully materialized thanks to the concept of \u201cmodularity\u201d. Placing on a table, side by side, JeanRichard<\/strong>\u2018s 2013<\/strong> and 2014<\/strong> collections, it\u2019s clear the evolutionary journey that, through\u00a0 simplicity, has created a product which is sober, balanced and personal without excesses. It evolved over time thanks to modularity, in\u00a0 other words the choice to adopt a common technical architecture easily personalized.<\/p>\n

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While other brands employ a \u201ccookie-cutter\u201d approach to vastly reduce production costs resulting in\u00a0 virtually similar models, <\/span>JeanRichard<\/strong> has done the exact opposite so as to facilitate personalization of its watches. Not by chance I\u2019ve inserted two models which, in my opinion, represent what could be considered an arrival point: the <\/span>JeanRichard Aeroscope 208 Seconds<\/strong> and the <\/span>JeanRichard Aeroscope Arsenal FC Special Edition<\/strong>. Of the first, we wrote about it here on the eve of its launching (<\/span>here<\/strong><\/span><\/a>) while the second is a first ever and together with the Terrascope Arsenal FC (article <\/span>here<\/strong><\/span><\/a>) the result of a partnership between the brand and the celebrated English football club.<\/span><\/p>\n<\/div>\n

\"JEANRICHARD<\/a>After all production numbers are purposely limited; these special models are produced, respectively, in just 208<\/strong> and 250<\/strong> 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\u2019t 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<\/strong> while the other only partially.<\/p>\n