Flavia Giovannelli
The anniversary was an event for the entire watchmaking world, as even in a sector whose origins go back so far, such longevity is unique. From the Age of Enlightenment to the Third Millennium, Vacheron Constantin can pride itself on being “the oldest Manufacture in uninterrupted activity since its foundation in 1755.” While there are no hard-and-fast rules on how to commemorate such an event, the company - one of the leading lights in the Richemont group - made its 250th year a synonym of excellence, as befits its exclusive positioning. It also decided festivities would last throughout 2005. The page was turned, with success, a little over a year ago, making this the ideal moment to look back on a celebration of 250 years of history and innovation, with Juan-Carlos Torres.

Briefly, how did you prepare for this gigantic celebration? Juan-Carlos Torres: This really was a company-wide project, with all our staff getting involved. The countdown started some four and a half years before the event. Straight away we set up think-tanks, each with a specific task in a different field but all working as one, as operations involved communication, products, distributors, the special auction, publication of the book (editor’s note: Les Secrets de Vacheron Constantin) and of course the event itself, with highlights throughout 2005.

Which aspects were you personally most involved in? The movements that we launched in 2005, all of which carry the Poinçon de Genève. I paid close attention to the conception and production of these calibres, as well as to the aesthetics of the finished piece. This was no small challenge: we had to show the world we could create products that are both a reflection of our historic legitimacy and feats of technique. Let’s not overlook the fact that at Vacheron Constantin, the entire creative process from researching and developing the movement to defining the aesthetics of each model, from producing every single component to finishing each piece, takes place within our walls. I’m extremely proud of the products we unveiled to celebrate our quarter millennium. We proved, if ever we needed to, that Vacheron Constantin occupies a unique position at the summit of watchmaking excellence.

Have such high standards had an impact on delivery times for these models? They’ve all been delivered. Jubilé 1755, the base model in the anniversary collection, and Métiers d’Art, a tribute to the decorative arts, were both ready on time, which in itself is something to be proud of! These high standards are a source of constant pressure, as virtually everything is done by hand. Saint-Gervais - a world-first which features a perpetual calendar and, thanks to the movement’s four barrels, an exceptional 250-hour power reserve - and Tour de l’Ile, the world’s most complicated wristwatch in a limited edition of seven, represented an even greater challenge as they were created from a blank page. Five have already been delivered and we expect the remaining orders to follow in the coming months. Remember that a Tour de l’Ile takes months to complete.

How did the public respond to this unique anniversary collection and the choice of models? I think connoisseurs saw them as being highly representative of our expertise and a reflection of the true meaning of fine watches. We should also mention the immensely successful sale held at Antiquorum on April 3rd 2005, under the watchful eye of Osvaldo Patrizzi. The 250 exceptional lots went for almost CHF 19 million, which was an absolute record for a thematic sale. I’m also delighted to note that one year on, Vacheron Constantin holds on to its second-place ranking, which in my opinion proves we really have carved out a special place in collectors’ hearts. A Jubilé 1755 recently sold for 15% more than the retail price. In a word, I think the anniversary has had tremendous repercussions both in the press and among collectors.

Did celebrations extend to staff? I think all our staff were proud to have been part of this adventure. Personally, my fondest memory is of the celebration we organised especially for them on September 16th 2005, the date the brand was founded. Each of our 450 staff from all over the world was invited to Switzerland and presented with a watch. That’s the Vacheron Constantin spirit.

And the most important question: is there a risk that things might "fall flat" after such a high point? On the contrary… 2005 has left us fired up for the future! Each day is an adventure as we work towards new ambitions and objectives. I can already tell you we’ll be presenting a new range of products at the 2007 SIHH, with the calibres launched for the 250th anniversary. And 2008 will be equally rich in events. Vacheron Constantin was in the spotlight in 2006 thanks to several important events, of which three in particular stand out. The first was the launch of our Collection Excellence Platine which, might I say, is a huge international success. What better symbol of purity, exclusivity and eternity than platinum to celebrate Vacheron Constantin’s first steps in a new quarter millennium? The second was the creation of our Atelier Cabinotiers Commande Spéciale. The launch of this new activity, devoted to one-off, bespoke pieces, coincided with the 100th anniversary, in 2006, of our landmark boutique on Quai de l’Ile in Geneva. Thirdly and finally, we doubled the number of our exclusive boutiques around the world to 15, including eight in China. Vacheron Constantin has always afforded great importance to building long-term relations with its customers. This is something we shall continue to prove with the aim of responding ever more closely to their requirements. ■

Vacheron Constantin Vacheron Constantin employs 450 people in 80 countries. Of these, 220 are at the Manufacture in Plan-les-Ouates (opened in 2004), a further 80 work in R&D in Vallée de Joux, and 15 are employed at the heritage site and historic boutique on Quai de l’Ile in Geneva which, for its 100th anniversary at end 2006, inaugurated the Atelier Cabinotiers Commande Spéciale, a new activity devoted to the creation of one-off, made-to-order models. The brand makes some 17,000 watches per year and continues to grow at a measured pace that respects its tradition of fine craftsmanship and outstanding quality. Asia accounts for 45% of sales, with 30% to 35% in Europe, 10% in North America and 10% in the Middle East. ■

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