Q&AThe Price Is Always Right With Raymond Weil, Says The Brand’s President Olivier Bernheim
Offering fine timepieces at reasonable prices—now including in-house movements—Raymond Weil is a manufacturer that has carved a strong niche in its category. The brand takes great pride in this, says Olivier Bernheim, son-in-law of the late Raymond Weil, and president of the company, in a tête-à-tête with us
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Could you talk a little about your brand’s highlights of the year?
The highlight of the year, I think is Raymond Weil itself. We are a family-owned business. We carry a fully-fledged brand with ladies’ and men’s watches, at very affordable price points. Most of them are somehow linked to music. The highlight this year is the price point. For me, it’s of utmost importance, because the price point is the reason why the world is in turmoil today. Millennials are strong, and people are interested in different values. Raymond Weil has had over 40 years in the industry. We have the full ability to manufacture even watches with complications, and all at affordable prices.
How does Raymond Weil pay attention to price points?
Compared with other brands, we are stable with our price points. Of course, depending on the margins, some prices have come down. We have worked very hard with production. And our price point, of $800 to $3,000, is what a large percentage of the consumers look out for today. While we have worked on the price point within the niche that is ours, the consumers have become conscious of what they’re spending on. People are not going to buy products with crazy price tags anymore.
What are the biggest trends this year?
Blue dials are coming back very strongly. The combination of steel and gold watches, and mechanical watches are the definite trends. The millennial wants something that is highly technical.
What advice would you give to a novice who wishes to invest in high-end watches?
I’ve been in this business for 35 years and I’ve never been asked this question. My answer’s not to copy a famous brand. I would recommend classical, Swiss-made, self-winding watches, which are transferable. You can have it for yourself, and you can pass it down to your son, or to someone else. That’s the most important element because today everything is so fast. In all of that, it’s good to have something really personal and cherished, which you can give to someone who means something to you.
What’s your take on the smartwatch, now that even luxury brands are making them?
I don’t want to comment on what the others are doing. According to me, an Apple Watch is a smartwatch. Everything else is not a smartwatch; they’re all gimmicks. How interested are you in knowing how your heart is beating at night? In my opinion, the Apple Watch is doing exactly what the Swatch plastic watches did in the ’80s. It’s going to bring the millennial guys to the watch industry and make them realise the value of the products we make. And they’ll want to grow, evolve, and they’ll want to see more from the watch industry.
