Revamped Cartier accentuates the classic

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.