6. Let’s focus on the consumer for a moment. Ultimately the best news for them is the availability of exciting new products, as well as services from the brands which can make being a timepiece enthusiast even better. Starting with products, from what you know, what are some design, material, mechanical, or price trends that you anticipate for 2017 that consumers should watch out for?

It’s not hard to predict another modest year in terms of products, as we saw in 2016. That means the maisons will focus on their entry-level range: steel watches, preferably round, simpler, and at “more” affordable prices. More complex watches made from fine materials will still be on offer because there is undeniably a clientèle for this type of timepiece. But generally speaking, I don’t think we’ll be returning to the extravagances of the past, we’re concentrating on the essentials – beautiful watches that tell the time. In this context, competitive advantages will be carved out in terms of accuracy and reliability, and in the performance of the distribution networks and marketing.

7. I am guessing that when market growth slows it is natural for companies to focus on their existing customer base. It is, therefore, logical to me that luxury watch makers might spend extra effort on their existing fans and buyers as a part of their 2017 strategy. Do you agree that this is a good direction? Are you aware of examples of how watch brands today are focusing their efforts on existing clients even more, and what this might look like for consumers in the coming year?

You’re right. At present, the maisons are acutely sensitive to their existing customer base and customer loyalty. This partly explains the vintage revival that is taking all segments of the market by storm. It goes without saying that once you’re attached to a particular brand, you’re conscious of its heritage and of products that evoke the brand’s past glory. If watchmakers are seeking to rekindle the flame amongst their devotees, they also wish to keep it going and put a lot of effort into client relations, as well as after-sales service, in particular, at sales points.

8. Data about Swiss watch exports and a lot of circumstantial evidence suggests that consumers are increasingly value-focused these days. What that means can be difficult to understand. Is it that consumers seem to generally want lower-priced goods, or do they simply want more watch for the same money? Tell me what you feel these trends mean. Also, how do you feel Swiss watch makers will respond to this feedback from the market in a way that will be effective for them and satisfying for the consumer?

Clients today are looking for value for money. In other words, they want to be sure of the product. Clients are no longer happy to be blindly lured into making a purchase. They want their acquisition to be an experience that lasts, from the moment of the purchase to wearing the watch in the years ahead. We can’t afford to disappoint. So watchmakers need to offer a quality product for the “right” price and make sure that perceptions fit the product. It’s all about transparency – even in watchmaking.

9. SIHH is increasingly geared toward watch consumers, versus merely industry professionals. 2017 sees the creation of a new public day where consumers can, for the first time, visit the industry’s most exclusive watch and jewelry trade show for a look at what is to come in the upcoming year. How do you think SIHH will continue to evolve as a resource for the industry and consumers alike? What are the major steps in this direction which have already happened, and what can people expect in the future?

Yes, the SIHH has changed over the last two years. In 2015, the trade show opened its doors to new exhibitors in the Carré des Horlogers. Last year that space was expanded. And for the 2017 edition, the SIHH will open its doors to the public. The show will be bigger than ever before with a total of 30 exhibitors. I think this spirit of openness was not only desirable but necessary. It’s one thing to cultivate exclusivity, but another for exclusivity to become privilege. Fine watchmaking should not exist in a vacuum; its values and skills need to be shared. And fortunately, timepieces that are beyond the means of the man or woman on the street are not the only vehicles for these values.

10. Education is perhaps the biggest challenge any industry has, not least the watch industry. Consumers need education to best understand products and their heritage. Retailers need education to understand consumer habits, needs, and preferences. Watch makers need education to understand what the market needs and how to best communicate about their products and personality. Education is extremely important to us, and I know that, as someone who brings people together, education must be important for you as well. What are some of the most exciting educational initiatives you will be involved with in 2017, and what are some education projects that perhaps haven’t been completed yet, but you feel merit your attention given their value to everyone who loves watches and relies on them for their livelihood?

You are correct to highlight the importance of education, one of the core missions of the Fondation de la Haute Horlogerie. In the year ahead, we plan to step up our training programs for brands. To date, these have been a resounding success internationally. We also hope to promote HH Certification, our watchmaking knowledge assessment program which we spent three years developing, in becoming the subject’s benchmark worldwide. This certification process is unique in its field. It’s extremely effective as a testing and learning tool because it evaluates a knowledge base that had never before been compiled in this form. You can never invest enough in training. hautehorlogerie.org