| Signity
Gem Visions 2007 Predicts New Artistic Expressions of 2005/2006 Trends |
As the competition
for consumers' discretionary income increases, the horizontal shifts
between producers of luxury goods are also proportionate, was a
time when watchmakers worried about springs, weights and balances.
Now they are working with jewels other than those that go into their
precision timekeeping mechanisms. So you have watchmakers like Chopard
here there and everywhere from the award function in North America
to the sunny coast of Cannes ornamenting the highly photographed
bodies of cine-royalty. What's sauce for the ganders is sauce for
the goose and almost every high end jeweller worth his bling does
have a line of watches too, frosted in diamonds and other gems,
sort of like bracelets for the left wrist.
Now the preceding
paragraph may make it seem like it's a novel new movement but really
it is not. Take Cartier for instance, jeweller first but respected
watchmaker nevertheless. Similarly, Harry Winston made his name
with diamonds but the Harry Winston watches are also always on show
at Basel. |
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A) de Grisogono
B) Escada
C) de Grisogono
D) Corum |
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What
is more, there has been a strong horizontal shift in which we have
seen couturiers and fashion brands jumping into the fray as well.
Brands such as Calvin Klein that began with jeans and casual wear,
Guess with its affordable urban chic, Donna Karan with her identity
as creator of wearable couture for the modern urban woman, Versace
- the ultimate cachet of style statement, Christian Dior -one of
the grand old houses who were among the oldest fashion houses to
make lateral shifted into cosmetics and fragrances, and Yves Saint
Laurent - the ormented genius that Paris loves o claim as part of
its creative eritage, all have their own lines ifwatches and jewellery.
Nor is this a bad thing, as the power of the brand draws nore consumer
attention to jewellery and with watches leaving their hallowed (implications
for the connoisseurs and creating designs that are leaning more
towards accessories with every passing year, jewellery is suddenly
gaining more importance among the middle classes and wannabes who
are the real fiscal power behind every economy.
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E) Charriol
F) & G) Charriol
H) Cartier |
Think of it as a sort of pyramid with the super rich and their prestige
brands at the very apex. Although this apex marks the glory of the
pyramid, its very existence depends upon the strength and width
of its base, which unfortunately escapes attention. Economies
and industries are exactly like that. Very few occupy the top spot
and in real terms contribute very little to the cash flow that powers
this superstructure. The ultimate cash generators are the drones
who spend a little each but are still significant because they make
up the numbers. When it comes to a competition between turnover
and profit margins, turnover is the hands down victor.
To make this easier to understand, take the example of film
stars at the Academy Awards. The red carpet at the Oscars is actually
a path paved with gold for jewellers and couturiers who fall over
themselves to offer millions of dollars worth of specially made
clothing and jewellery "on loan" to these stars. The stars
do not pay one red cent for this but the payoff to those who get
the flavour of the day to wear their products is immense. Consider
that the Oscars are watched by millions of people, who while they
certainly cannot afford to buy the kind of thing that the stars
have worn, can still try to purchase a bit of the glamour by buying
a smaller item worth a few thousands, in order to experience the
glitter of fame by proxy. |
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I) & M) Chopard
K) Harry Winston
L) Corum
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Like
many drops filling the ocean, they contribute their might but we
only see the waves. The celebrity endorsement industry is built
on that and so, when we see watch and jewellery brands, couturiers
and fashion labels all bringing the muscle of their famous names
into the jewellery and watch world, it is time for the gem and jewellery
industry to rejoice. They are helping to focus consumer dollars
away from other items onto those we want to sell. |
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N) Tissot
O) & P) Milus
Q) & R) Chanel |
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