Vacheron Constantin officially opened its new boutique in Riyadh. The world’s oldest watch manufacturer with more than 264 years of uninterrupted history opened its store in the Kingdom Center, one of the most iconic landmarks in the capital city.
The boutique pursues an aesthetic combination of modernity and tradition. It features the new Vacheron Constantin design concept, which focuses on private bespoke appointments while also creating a warm and welcoming space for watch enthusiasts and collectors alike.
In a wide-ranging interview with Arab News, Alexander Schiemdt, brand director of Vacheron Constantin, said the luxury watch brand has always been a very exclusive brand on purpose and one that is “not for everybody.”
“We see our clients as the real connoisseurs. The people who know what they want ... they want something that not everybody else has ... And we wanted the boutique to become a place where they come, they exchange, and they fall in love with our watches,” he said.
Vacheron Constantin celebrated its 264th anniversary last month. Schiemdt said being 264 years old does not really mean anything if it does not enable you to do things that others cannot do. “We see our heritage as a unique source of inspiration and also our roots out of which we can actually inspire ourselves to develop further. Vacheron has been doing that since its beginning.”
Highlighting the similarities between Vacheron Constantin and Saudi Arabia, Schiemdt said both are deeply rooted in traditions and are in the midst of important changes.
“The country is very strongly rooted in traditions ... but at the same time it is a country in the middle of a very dynamic change and a lot of innovation. So, for us, we believe it’s the right moment to open this boutique here in Saudi Arabia, to be a part of this dynamic evolution of the country, which is in the same spirit as that of our brand,” he said.
Schiemdt said Vacheron watches have three elements: Technicity, rarity, and the aesthetics.
“We are watchmakers by nature … technicity is in our genes,” he said.
“Sometimes people ask, ‘what do you do if your watch stops working?’ It doesn’t stop working. ‘What if it stops working?’ We repair it. ‘What if in a 100 years it stops working?’ We still repair it. And this is something which is very, very rare,” Schiemdt said.
“Vacheron is something, which is timeless, but also very different in the aesthetics and something that you should like today or in 20 years, in 40 years or in 50 years,” he added.
The boutique in Riyadh is staffed by women only, even though the company did not aim for an all-female crew.
“We simply found a group of ladies who were excellent in terms of their mentality and spirit. We decided to hire them, which on the other hand also reflects the dynamic evolution of the country and women empowerment in Saudi Arabia,” Schiemdt said.
