Interview with Benoit-Louis Vuitton, Art Timepieces Director of Louis Vuitton

How have your prior experiences in different divisions of Louis Vuitton influenced your perspective on Art Timepieces?

My current role is definitely influenced by what I have done in the past. I have worked in different locations, departments and categories such as in product management for regular pieces, then focusing on High Watchmaking development, creating the first High-End Events, reaching out to the first High-End customers, working in corporate, stores, events, abroad in zone and now back in the Head Office in Paris. All of this allows me to have a 360 vision of the house. Mixed with my personality, it makes me want to do something exceptional, and that is part of my DNA.

In what ways do your prior experiences in different divisions of Louis Vuitton help to support your current position?

As I said, having been through different experiences within the Louis Vuitton brand helps me today to know exactly how to target and approach the right clients, with the right network, whether it is during an event or in a store. Ten years ago, we were young. Today we are more ready than ever, both me and LV as a Watch division, targeting High-End customers, with higher prices and high-quality products.

How does Louis Vuitton leverage its expertise in leather goods and fashion to diversify into other activities such as watches and jewelry?

I was at the beginning of the launch of the Tambour. I can tell that at LV, and even more now, we are managing and controlling everything. We have our watchmakers, craftsmen, artisans, and are able to control  from A to Z all processes. Managing everything is also part of the Maison values, which we can observe in all other categories such as perfume or shoes, where we do everything ourselves as well. For ensuring quality, we follow the DNA and values that we had from the beginning.

How does your team collaborate with other departments in terms of design, marketing, and operations?

All the departments are working together because at LV, one customer is often buying different product categories. We need to have the same criteria and quality, and within the brand, we all know each other as we are reaching the same client. Communication is central and the key is to have one person that can be a reference so we know what is going on in each category, making sure there is consistency at all levels of the company.

What is your vision on the differentiation between core, premium, and high-end watch categories?

Since I arrived, Jean Arnault really found the vision for the LV watch. He has decided to upgrade everything, and we are now focusing on High-End categories, aligning with the strategy of High-End quality. The positioning in this category makes us arrive at a point where there is no more differentiation. For instance, our new Tambour has an in-house movement, even at the entry-market price.

Based on your sales experience in the company, how do you foresee the future of client experience in stores?

After having worked in stores and in all other departments, I can tell everything is based on the relationship that the client and the advisor are willing to create together. My best example is during the COVID, where in the beginning, we wanted to maintain sales, and we started finding solutions. We have decided to maintain a strong relationship with existing clients, and they were actually the ones coming to us to buy. That was possible because we have been developing a long-term connection with them. Being willing to build an authentic relationship is really what makes us effective in client experience. The goal is not to push but either to create the attraction, and this is possible when you know your customer, their preferences, and therefore you are able to capitalize on it. As a store director, you have to know your customer and I had to do that. You make your customer come to your store because they trust you. When you are able to make the perfect suggestion for their next purchase, and you are actually right, you make the difference.

Based on your sales experience in the company, how do you foresee the future of client experience online?

For sure, online is important and has to be considered. Still, what makes the difference is the attachment the customer has with the brand thanks to the relationship you have built. I remember when I was in Canada, we were analyzing young customer behavior online. But with real customers coming in stores, we were able to create a solid connection through developing a strong relationship and a long-term experience with them.

What is your perspective on finding a balance between technology, innovation, and heritage in the different watch categories?

I have always thought that tradition and innovation are part of the Maison identity. You have to respect the tradition while being able to innovate. At Louis Vuitton, we prefer to be innovative than following trends, and you know the future by listening to existing customers. After that, we can make sure to satisfy their needs, whether it is by innovating on the shape technique, the material or anything else. For instance, we work closely with designers, and that makes us able to create new tendencies.

What is your perspective on the impact of technology on the different watch categories?

Smartwatches and automatic watches are part of two different worlds and are used for different functions. The same person might have both, and that is because it answers to different needs. We prefer to not mix both in one product.