Interview with Ludovic Ballouard, Founder of Ludovic Ballouard

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

For an independent watchmaker like me who has only one means of communication, the internet and social networks, the traffic has grown during COVID-19. Instead of travelling, people go online and are curious. Personally, it has helped me to get more exposure and has improved the visibility of the brand. The internet and social networks account for a large part of the brand's sales.

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

To speak from my experience and what I observe, the more connections there are, the more my sales increase. In addition, I believe that it is an opportunity in terms of communication and visibility for brands.

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

Honestly, I don't think smart watches have been that popular with a customer who will buy a high-end mechanical watch. I can't see a billionaire going to a party and wearing a smart watch. However, these two worlds are parallel and the two products have different functions.

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

Clearly, it's originality, rarity and exclusivity. I work alone, and create 12 watches a year. Moreover, the watches are personalised according to what is important for the customer. Finally, the contact is extremely important for an efficient collaboration and communication. I am dedicated to the customer's satisfaction in order to find the characteristics of the watch that will thrill them. Everyone is close in this brand.

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

I am in favour of the smart watch. I believe that thanks to these objects, people are learning to wear a watch again to tell the time. For humans, it is the only and last accessory left, the only jewel.

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

No, never. I'm tired of being permanently tracked by digital technology. I believe that those who have smart watches are trying to disconnect themselves from these products by opting for a traditional watch.

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

If smart watches can somehow promote the traditional brand, then that's interesting. If the person uses his or her smart watch to go to my website, then of course I'm not against it! On the other hand, the perception of a watch brand would change if it started to produce hybrid or smart models, or even Quartz. I would see myself completely disinterested in that brand as it would have somehow lost its 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?

Yes, absolutely, like reading the time. When I created the Upside Down, I wondered how it was possible that nobody had invented it before. Thanks to a naive and visionary mind, I invented this complication and it worked the first time, by chance! I think this new way of telling time, like Half Time, is a key element.

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

Ludovic Ballouard, it's 50% the relationship, and 50% the watch itself. I am in direct contact with my customers and I communicate a lot with them, even if sometimes it is complicated because of the different time zones. During the whole manufacturing process, from start to finish, I am in contact with the customer to communicate the progress of the watch, to define their preferences and to get their feedback on the realisation of the piece. For one particular watch, I was in contact with a customer for 6 months non-stop, sending about 50 messages a day. At first it starts with an order, and then over time, working closely together, it becomes a friend. Customers can do that with independent watchmakers because they offer exclusive pieces. Anyway, I think people want to talk to the creators of the brand, as in my case I am the only one who can tell the story of the brand and give technical answers as I am the one who creates the watches. Of course, it's different in the big brands. In the watch industry, we are numbers, internally as well as customers. It's a very different approach that I don't like.

What do you think of hybrid watches?

Hybrid watches seem to be a good compromise for the younger generation. Even if the battery does not last long, it accompanies a transition. First, the customer wears a smart watch, then opts for a hybrid watch and finally, can venture out on a traditional mechanical watch. In this sense, I see it as positive. When they have the means, these people will certainly not be satisfied with buying a mid-range watch, but rather an ultra-quality product.