Interviewed: Elena Olkhovskaya
Sometimes youthful love and subsequent marriage mean a radical change in fate. This happened in the life of Olivier Burnheim, in whose veins Swiss and French blood flows, who, having married pianist Diane Whale, paved his way to the chair of the president and CEO of the famous watch company Raymond Weil. Of course, everything did not happen right away. Olivier graduated in 1954 from a business school in Strasbourg with a degree in law, then worked for Kronenbourg and Unilever. And only a few years after the creation of the watch company Raymond Weil, he accepted the invitation of his then-father-in-law Raymond Weil, and in 1982 he came to work in a family company. Today, two of his sons work with Raymond Weil along with Olivier: Eli (marketing director) and Pierre (regional sales manager).
We met with Olivier Burnheim in Dubai, where he flew to the opening of a new Raymond Weil boutique in the Dubai Mall, and, taking the opportunity, asked him to answer a few questions.
Olivier, how do you feel, being in the heart of the Swiss watch industry? Do not you think that in the situation of today's crisis only the strongest will survive?
Usually, I am not talking about others. It seems to me that we ourselves have a lot to do. When a person is engaged in creativity, he has no time to look back at others. Times have changed, but I concentrate all my thoughts, strengths and aspirations on the work of my company, which gives us strength today in order to be more successful in the future. I have been asked repeatedly about the global financial crisis and its consequences. I believe that now the right time has come to try to reach a qualitatively different market level. Crises, in a way, are even useful. They allow you to adjust the markets. And what kind of settlement it will be - time will tell.
Please tell us about the latest Raymond Weil watch collection?
It seems to me that a watch is not only a mechanism installed inside, but also an interesting "appearance", and vice versa. And if manufacturers cannot harmoniously combine both, then the final product will not attract the attention of buyers. I believe that all, without exception, modern watches should attract both externally and internally. Because a watch is a very personal thing, you put it on your hand, it touches your skin. As for the new collection, the Nabucco line of chronographs has a unique mechanism created by our best craftsmen. If we talk about the uniqueness in the external design, then I would note the incredible lightness of these watches, despite their impressive size. The watch is made of titanium and carbon fiber, that is, from the same materials as the famous Airbus liners.
Why do you think that almost all watch companies pay more attention to men's watches than women's?
Again, I will not talk about others. We have a new women's collection, which will be presented in Dubai this summer. We, as a watch company with our own history, have always produced watches for women. A few years ago, the ratio of men and women watches Raymond Weil was 50/50. Then men's watches became a little more, as they became more popular. Still, watches, especially mechanical and complex, are more attractive to men. For a strong half of humanity, watches mean the same thing as an expensive car or mobile phone.
Watches are very fond of collecting, including Raymond Weil. Women's watches are more inclined to the world of fashion, jewelry, handbags, shoes ...
Then tell me, what is more difficult to create - watches for women, or watches for men?
Very interesting question. For a man who creates women's watches, their birth is a great achievement in itself, because to understand and assume what a woman might like is an extremely difficult task. And it seems to me that here you need to pay more attention to design. The creation of men's watches is a technology that is becoming paramount. Our main customers are young and dynamic men aged 25 to 45 years: businessmen, bankers, doctors, farmers who are proud to wear our watches and, at the same time, worthy of our watches. Raymond Weil is a gateway to the world of luxury, but not yet an unattainable luxury that only a few can afford.
Raymond Weil watches are very well known in Russia. What are they, Russian buyers, in your opinion?
To begin with, I must say that I am grateful to Russian customers who love and enjoy buying our watches. Raymond Weil was one of the first Swiss watch brands to enter the Russian market. What do buyers from Russia and the CIS appreciate in our watches? In my opinion, first of all, these are innovations, as well as the fact that we produce a large assortment of men's watches. At the same time, we are constantly improving our products to meet the challenges that time poses for us. I think that this is mutual love and such a game - we offer, the market accepts, and vice versa - the market offers, we do.
Why did you decide to open your new boutique in the middle of the new indoor Gold Market in the Dubai Mall, and not where all the other watch companies are?
The gold market is what unmistakably represents Dubai to any foreigner. The gold market is the spirit of the region. I am sure that in times of crisis people are usually attracted to traditional local markets, with their customs and culture. Everything else in Dubai is international, something that can be found in any other country in the world, but the Gold Market is not. That is why we considered the Gold Market to be the perfect place for a new boutique. And do not forget that almost everything buys gold jewelry, therefore, once in the Gold Market, buyers are unlikely to go past the Raymond Weil store.
Which Raymond Weil watch model do you personally like?
Now it is, of course, the Nabucco chronograph, released in a limited edition. Why? It has a completely unique mechanism installed, its body is made of amazing materials - rubber, carbon fiber, steel and pink gold. In general, this watch is unique in everything - from size and weight, to movement and design. I like them, in addition, they are great for a business suit.
As president and CEO of Raymond Weil, who do you consult with when deciding what the next watch and new range will be?
First, I always consult with my sons, who are leaders and partners in the company. I was very inspired by my recent visit to Moscow. In general, I like to travel, communicate with different people, from whom you can draw a lot of ideas. My job is to anticipate events, I have to guess what will be interesting to the market next year, because it can take a year or more to create each new model. This year, I believe, we managed to surprise both colleagues and buyers.
Where can we expect the opening of new Raymond Weil brand stores in the near future?
In China, Russia, India. And if we have new points of sale and more customers, we will expand production.
Is it important to participate in the Basel exhibition every year?
I believe that there is only one exhibition in the world - Basel World, which provides such opportunities for watchmakers and their customers. This is not only an exhibition of the achievements of watchmaking, it is a professional platform for the exchange of views, meetings and discussions on various topics. My personal opinion, yes, the exhibition in Basel is important and necessary. It opens up new horizons and gives more freedom for creativity.
Then, I wish you further creative success. Until we meet again.
