Being different helps Charriol gain success<\/p>\n
By Thalia Kamarga<\/p>\n
JAKARTA (JP): Being different is the key to success. That is
\nwhat Philippe Charriol has proven.<\/p>\n
With a motto of L'art de vivre la difference, meaning \"the art
\nof living the difference\", Philippe Charriol has succeeded in
\nbecoming one of the most successful luxury accessory brands.<\/p>\n
\"Trying to be not exactly like the others,\" he explained when
\nasked about the motto.<\/p>\n
He came up with the idea of combining Celtic art, an ancient
\nEuropean culture that started about 2000 years ago, with modern
\nart to make accessories, and thus created a breakthrough in the
\nluxury brand market all over the world.<\/p>\n
\"What I try to give (the products) is a special look,\" he
\nadded. \"That is how we differentiate ourselves from the others.\"<\/p>\n
Philippe Charriol, who prefers to be called a brand builder
\ninstead of a trader, started his brand in 1984, after he resigned
\nfrom his position as Cartier's president in the Far East and the
\nUSA. He was forty years old at the time. \"I was an entrepreneur
\nat heart,\" he said.<\/p>\n
His background, with an MBA and master of political and
\neconomic science, greatly helped him when getting his business up
\nand running.<\/p>\n
Charriol tried to lift the brand he created to catch the
\npublic eye around the world through his first product range,
\nPhilippe Charriol Watches.<\/p>\n
\"So I took and re-actualized the idea and incorporated those
\nwires into bracelets, watches, and jewelry for ladies,\" he
\nexplained.<\/p>\n
Charriol's new unique idea brought the brand up to the right
\nniche. Although his brand is new, Charriol has expanded his
\nproducts, which are available in 32 boutiques and more than 2,500
\noutlets all over the world, to handbags, writing equipment,
\neyewear, belts, and men's accessories. However the consumer
\ntarget is still women.<\/p>\n
His accessories, which incorporate the unique Celtic
\ncharacteristic of twisting cables, have been in the Indonesian
\nmarket for a couple of years. They are distributed by Sarida
\nInternational Watches, which has a showroom in Plaza Senayan.<\/p>\n
According to Sari Putra Joseph from Sarida International
\nWatches, Philippe Charriol products are luxurious, but very
\naffordable.<\/p>\n
With prices ranging from Rp 150,000 to Rp 1 million (US$63 to
\n$425), the gold-plated watches are simple but exclusive.<\/p>\n
All the products are designed to match the normal European
\nstandard of life, Charriol explained.<\/p>\n
On Wednesday, May 22, Philippe Charriol presented a gala
\nevent, A Celebration of Celtic Art, to promote his brand, at the
\nShangri-La Hotel ballroom.<\/p>\n
The event, attended by 600 people, began with a gala dinner
\nand was followed by the half-hour show. It consisted of an
\noperetta, choreographed by Denny Malik and centered on the
\nhistory of the ancient Celtic necklace, Snettisham Torc, which is
\nthe basis of Philippe Charriol's twisting cable designs.<\/p>\n
The first part of the show told the story of the Snettisham
\nTorc -- how the Celts came up with the twisting cable shape 2000
\nyears ago.<\/p>\n
A fashion show followed, and the setting was 2000 years apart,
\nwhich is now.<\/p>\n
With the known twisting cable designs, he does not need to put
\nany logo on the accessories. However, for handbags or watches
\nwith leather straps, where the twisting wire does not appear, the
\nbrand name is attached.<\/p>\n
However, this trade mark also poses an inconvenience to the
\nbusiness because there are many fakes on the market. Sari Putra
\nJoseph explained that the real Philippe Charriol watches have a
\nfixed cable on the band. Therefore, if the bands do not fit,
\nIndonesian customers have to go to authorized Philippe Charriol
\ncounters on Jl. Salemba Raya No. 55, Central Jakarta for a free
\nrepair.<\/p>",
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