Though they're unlikely to garner E Charm in "Entertainment Weekly" or gossip columns, these high-culture relationships afford the watchmakers entree into a certain social milieu. Breguet, for instance, will place salespeople in the Los Angeles Philharmonic's "green room" -- a room that is made available during performance intermissions for big F Charm to mingle and nibble on hors d'oeuvres."Breguet has a consumer base that is very compatible with a number of our patrons," says Deborah Borda.
In addition to backing the Los Angeles Philharmonic, Breguet is paying for a renovation of Le Petit Trianon, the chateau on the grounds G Charm the Palace of Versailles, outside Paris, that was the retreat of one of A.-L. Breguet's early clients, Marie Antoinette. "There's no sponsoring a car or golf," says Jean-Marc Bories, president of Breguet's U.S. operations. "That's not Breguet."
Breguet prices start at $6,800 for a comparatively simple men's steel chronograph. Of several rare watches being flown in from Switzerland for the H Charm Angeles event is a $1.5 million gold pocket watch, a sister to one commissioned by a Saudi oil prince; three "high jewelry" ladies' watches that are studded with jewels; and a classic Breguet watch known as "Le Reveil du Tsar." You merely look after it for the next generation." The watchmaker also sponsors Esplanade, an arts center in Singapore.
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