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