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.