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Richard Mille, brick by brick
Watches and Wonders

Richard Mille, brick by brick

Wednesday, 30 September 2015
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Christophe Roulet
Editor-in-chief, HH Journal

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3 min read

Richard Mille is in its element in Asia where the brand continues to build its presence. Helping the process along, it brings two new models to Watches&Wonders, together with “Chinese” iterations of existing styles.

Ask Tim Malachard what makes Richard Mille the brand that it is, and he answers in a flash: “Innovation! That’s what sets the brand apart, what justifies its price points and, ultimately, why it will last.” The brand’s marketing director is clear in his mind as to what this longevity entails, and more to the point how to achieve it. “For Richard Mille, it’s first and foremost through the products. Without them, innovation is an empty word. Then the stores, then after-sales service, and finally an understanding of our clients.” A brick-by-brick process which, Tim Malachard infers, is taking shape in Asia: Watches&Wonders remains a positive environment for Richard Mille, which continues to “sell well” in the region and is extending its presence there: a new outlet in Macao last year and a second in Shanghai this year, making a total of ten stores across Asia. Currently, the brand is present worldwide through 96 multibrand stores and its 26 own-name boutiques, with new openings scheduled over the next six months.

“Another of the brand’s singularities is that we aren’t in a hurry to enter this or that market,” continues Tim Malachard. “It’s not because others go rushing in that we follow. Take the example of China, where it’s still relatively early days for the brand. We started out at 3% of sales. This doesn’t mean we don’t believe in the region’s potential. Quite the opposite. Richard Mille opened its first boutique in Hong Kong in 2005.”

Loyal to its "friends"

To help it grow, the brand can count on the unfailing support of its partners, most of whom are from the world of sport, alongside actresses Natalie Portman and Michelle Yeoh. Golfers Diana Luna and Cristie Kerr are the other half of a female contingent that has an important role to play. Barely two years after its debuts in the segment, women’s watches already account for 20% of production and the brand aims to double this figure soon. These partnerships will have their contribution to make, and characteristically they are something Richard Mille takes time to build over the long term, evidenced by the number of models that have become better known by their namesake: the Rafael Nadal, the Bubba Watson, the Felipe Massa, the Yohan Blake.

Richard Mille RM 27-02 "Rafael Nadal" Tourbillon

Still, this isn’t the card the brand is playing for its third time at Watches&Wonders, coming instead with two genuine new products. The RM 69 Erotic Tourbillon with its tantalising messages in 216 possible combinations, developed by Renaud & Papi and unveiled just a few weeks ago, is making its first appearance in Hong Kong. Joining it is the RM 26-02 Tourbillon Evil Eye, Richard Mille’s talisman against negative energies (much like the memento mori once reminded us we are but mere mortals). This particular juju was entrusted to Olivier Vaucher who created the engraved and chased flames and eye decoration on the dial in 3N red gold prior to applying grand feu enamel. Three “Tribute to Asia” watches complete the line-up. They are an RM 017 Tourbillon Extra-Thin, an RM 19-01 Tourbillon Natalie Portman, and an RN 22 Tourbillon Aerodyne Dual Time Zone. Each has been reworked to catch the eye of Chinese customers, as Richard Mille uses Watches&Wonders to forge a lasting relationship with this clientele. More bricks in an already solid wall.

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