Interview with Jacky Epitaux, Commercial Manager of Pierre DeRoche

How do you see the impact of COVID-19 on the watch market?

With the crisis, it is easier to sell on the internet. We don't do many exhibitions and in that sense the impact of COVID-19 is not huge.

How do you see the future of traditional watch brands in a hyper-connected world?

I would say that as long as the watch brands as a whole are promoting Swiss know-how and Swiss products, then we can benefit from this image. The perception of watch complications is central and it is important that brands communicate on this.

With the presence of smart watches, do you foresee changes in consumption patterns in the watchmaking industry?

Yes, I believe that the younger generations are looking more for technology than for mechanics. Eventually, habits may change and potentially, this clientele could turn their back on Swiss mechanical watchmaking.

Do you consider that you have competitors?

Yes, a lot. Finally, the cheaper the products sold, the more competition there is. On the other hand, we are distinguished by our price/quality ratio.

What are the particular elements that characterise your brand and that your customers particularly value?

The products are very reliable and the complications have a very good price/quality ratio.

Do you see smart watches as a threat to your brand?

Yes, because there would be a tendency to invest in digital devices rather than mechanical products. In a way, there would be a loss of prestige of a mechanical watch compared to smart watches.

Do you plan to offer a smart model in the future and why?

We leave the door open. But we are defending a know-how with modular complications and this is not envisaged at the moment.

In your opinion, what would be the reasons for offering, or not offering, smart watches for a traditional watch brand?

There is no particular reason in my opinion to offer a smart model. I don't understand the brands that do it. We lose our credibility.

What do you think of non-technological innovation in terms of competitiveness for the Swiss watch industry? In other words, is innovation based on aspects other than technology interesting to you?

I am convinced that you have to do what you know how to do, where you have skills. I then make the link with technology, precision machining, machinery. We have to stay in that niche. Third-party fields require skills from outside our country. For Pierre DeRoche, I would add that we must remain innovative in terms of fashion.

What do you think about the role of customer experience in the marketing strategies of traditional watch brands?

This is important, assuming that they were satisfied with their previous purchase, and if they had a positive experience. We have to stay with a quality offer and service, especially with the after-sales service, which has to be as good as the rest.

What do you think of hybrid watches?

I would see an interesting feature, which would be in case of loss, to be able to know where the watch is physically. However, it should remain an emotional product and a piece of jewellery.