Horological Haute Couture Steps Forward
A new corporate entity, new faces, a new product approach, a new positioning strategy and a new image all signalling that the Paris-based haute couture house Léonard has initiated its return to the international watch scene with ambitions to match its reputation. In this perspective, it has granted a watch-product license to a newly established company in Geneva. Called Léonard S.A., this new contender has developed an ambitious program whose initial aspects are scheduled for introduction at the 2001 World Watch, Clock & Jewellery Fair in Basle.
Truth in product:
The foundation under Léonard's new product concept and of the restructured collection developed around it, composed in turn of two product lines featuring watches with a highly personable style, very professionally designed and finished, and complying fully with all Swiss Made standards and requirements.
Attractively trendy:
Tailored to younger, more vibrant consumers with an eye for products with character and a feel for fashion trends and market directions, Léonard designs wed traditional upmarket quality and contemporary creative vitality.
Strong personality:
Displaying strongly assertive contemporary design, Léonard timepieces possess an unmistakable visual identity whose originality and aesthetic excellence can be expected to appeal to consumers everywhere.
Léonard collections:
Two collections, each with a basic geometric direction. "Sphère" presents watches in the round while horizontally rectangular designs appear under the "Screen" collection name. Fitted with a selfwinding mechanical or a quartz movement, "Sphère" and "Screen" models are fashioned in steel and in yellow gold, optionally set with diamonds. A number strike a more contemporary note with the use of various high tech materials including rubber and man-made fabrics. Water-resistant to 50 m (nearly 165 feet). Two-year warranty. Swiss Made.
Positioning:
With the impeccable quality of their every part and component, meticulously executed production and finish and the exclusive prestige associated with a leading Paris-based haute couture house, Léonard watches have correspondingly high ambitions, aiming at the topmost tier of the fashion watch market.
Distribution:
To ensure that its designs reach market with a full measure of their unique character and personality, Léonard has opted for a selective distribution policy. By the end of the initial launch year, the company is aiming for 70 to 100 outlets in three or four markets. Its middle-term objective is some 500 outlets in the major markets of Asia, the Americas and Europe.
The company:
Geneva-based Léonard S.A. has been awarded a watch-product license by the Léonard haute couture house in Paris. In this context, its management, headed by Ricardo Guadalupe, is in charge of the design, development, production, distribution and marketing of all Léonard watch collections.
