Jorg Hysek: To support our customers, by which I mean retailers and distributors. You could feel the uncertainty in Geneva last January. We need to reassure them.
No, but the situation is very different. We’ve known for some time now that the markets, in particular the United States, are weak. This means taking a step back and finding ways to develop new markets and new strategies.
We are working along two lines: customer relations and creativity. By listening to our customers, we can adapt to changing behaviour and give them products that really strike a chord. The watchmaking of recent years is dead and buried. Fine Watch aficionados are distancing themselves from any kind of “show off” mentality. As though luxury had become a sign of bad taste.
Authentic values! Ones that call on creativity and design. Each crisis cycle brings a return to design. Industrial values move into the background. Customers want quality, sobriety and inventiveness at the right price.
We produce in very small quantities and our prices reflect this. The major challenge in our segment isn’t about prices. It’s about the capacity to create.
The entire watch industry is experiencing a fall in revenues, including niche brands such as HD3. However, our very small structure is an advantage, as we can react quickly to adapt our costs. This year we will only produce the models we’re showing when we have a firm order. With the economy as it is, this is an all-important safety net.