Revamped Cartier accentuates the classic

By Maria Endah Hulupi

JAKARTA (JP): Crisis, what crisis? Indonesians' love affair with brand names continues, unhampered by the scourge of the nation's economic crisis.

The country is a major market for France's leading fine jewelry manufacturer, Cartier, evident by the fact that despite the problems of recent years, the firm recently renovated its boutique at Plaza Indonesia in Central Jakarta.

"Indonesia is one of our potential markets, especially for diamonds and watches," said the firm's general manager for Malaysia, Singapore and Indonesia, Maxime Elgue.

The company has decided to strengthen its presence in the country by having fewer boutiques with a wider range of products. Its boutique at Plaza Indonesia underwent a one-month extensive renovation in what the company says will provide a more luxurious atmosphere and more personalized service.

The "Green Boutique" has been refined, based on the company's use of green marble, widened from 65 square meters to at least 100 square meters.

"We want to make it more luxurious with spacious displays for our clientele's convenience," Elgue said.

The firm gets a mix of local and foreign clients in the capital. "Our customers are highly sophisticated and extremely well traveled, that's why we have adorned our boutique with the same items they would find in our other boutiques," he added.

Elgue said the company had waited for the right opportunity to expand its business.

Stressing the decision also reflects the company's confidence in Indonesia, he expressed his optimism that it would pocket higher sales than last year.

"We have set a higher (sales) target than last year and we are quite optimistic about achieving it," he said, declining to give specific numbers.

Its classic fine jewelry and elegant watch collection represents 90 percent of its total sales in the country, with the rest derived from other products, including leather goods, pens, cigarette lighters, scarves and other accessories.

The company also aims at providing personalized services for local clientele and showcasing more classic items at the boutique, with the same prices as those sold in neighboring Singapore.

"Products displayed at this boutique are basically classic designs with a range from our new collection," he said.

Among the products is the elegant Baignoire Allongee, a range of exclusive women's wristwatches, whose famed design dates back over a century. The original version of this elongated oval-faced mechanical watch is framed with pink or white gold and encircled with two strands of a total of 175 pieces of 3.3 carat diamonds while the leather strap colors come in shiny gray and burgundy. The US$65,000 item is only available in limited edition.

There is also a smaller version of the Baignoire Allongee and another series without diamonds. The latter comes in white, pink and yellow gold frames, each worth $14,000.

Boutique manager Annie Massewa said her company waited for the pink gold baignoire supply for the past two years.

There is also a multifunctional cage handbag from the Trinity collection. The leather bags are available in three sizes and in black, beige and the firm's signature range of Bordeaux colors.

The bag is part of its basic collection for active women, with prices ranging from Rp 5 million to Rp 8 million. The collection also comprises earrings, necklaces, bracelets and bangles.

Another sought-after item among local clientele is the Mist ring. It is a crystal layered 15-piece diamond faced gold ring. The collection also includes a pendant and an earring.

There is also a range of handmade jewelry, the Paris collection -- named after the source of its inspiration, the "City of Love", with its nightlife and famous sights.