At the start of 2024, Frédéric Arnault — heir to the LVMH empire — was appointed CEO of LVMH Watches. This pivotal move in LVMH’s watches and jewellery division required Frédéric to flex his credentials in steering various luxury watch brands. It also represented LVMH’s forward-thinking vision to establish itself as a global frontrunner in high-end watchmaking.

LVMH’s acquisition of Swiza, the owner of L’Epée 1839, further illustrates the group's determination to conquer the world of watchmaking.

As it stands, LVMH is already at the forefront of fashion, arguably the most profitable luxury fashion conglomerate in the world. However, it appears the French luxury giant may be in third place behind its Swiss competitors in luxury watchmaking. The Swatch Group (which includes Breguet, Harry Winston, Blancpain, Glashütte, and Omega) and Richemont (whose brands include A. Lange & Söhne, Cartier, IWC, Jaeger-LeCoultre, Panerai, and Piaget) continue to dominate the horological space. By acquiring a prestigious Swiss manufacturer like Swiza, LVMH gains a foothold in watchmaking and prevents its competitors from further expanding their strength in the space.

L’Epée 1839 is not just a luxury watch brand. The company is known for its authentic objets d’art, highlighting exceptional mechanisms and intricacies of high-end clocks and is described as a jewel of “Haute Horlogerie.” LVMH, on the other hand, houses some of the most famed jewellery manufacturers including Bvlgari, Tiffany & Co., Chaumet, Fred, and Repossi. L’Epée 1839 sits at the intersection of art, watchmaking, and to a certain extent, jewellery, making the acquisition a powerful demonstration of LVMH’s ability to operate across different luxury segments to master and perhaps combine each maison’s savoir-faire to create not only watches and jewellery but rather one-of-a-kind objects.

LVMH now has the skills of more than 80 designers, engineers, watchmakers, mechanics, and employees, including L’Epée CEO and creative director Arnaud Nicolas, who have mastered the art of mechanical and technical design elements. It is inevitable that LVMH will continue to explore partnerships and collaborations, adding to a portfolio that includes Tiffany, which presented a carriage clock in the shape of the first Formula 1 cars from the 1950s, and Louis Vuitton, which also called on the expertise of the craftsmen at L’Epée 1839 to create a hot-air balloon, a symbol regularly used by the Maison.

LVMH is set to join the Watches and Wonders Geneva Foundation Board alongside Chanel and Hermès. Watches and Wonders Geneva is one of the largest events in watchmaking and brings together the biggest players in the global watchmaking industry under one roof with 54 exhibiting brands and 49,000 visitors at its last edition in April 2024. The Watches and Wonders Geneva Foundation was an initiative set up by Rolex, Richemont, and Patek Philippe in 2022. As a member of the board, LVMH will have an influence on strategic initiatives including event planning and brand participation, alongside enhancing LVMH’s visibility within the global watchmaking community. 

With a seat at the table, LVMH will gain valuable insights into market trends, consumer preferences, and technological advancements in the luxury watch sector, shaping product development strategies and marketing initiatives. With the next Watches and Wonders Geneva slated to be held from April 1 to 7, 2025, LVMH will play a pivotal role in shaping the future of this influential event.

LVMH also understands the power of timing. While the world gears up for the Summer 2024 Olympics, LVMH is leveraging the games to grow brand awareness. With mere weeks to the games, LVMH’s team demonstrates their understanding of the art of multitasking. The 2024 Olympics may be a highlight of the year, but the takeover of L’Epée 1839 allows LVMH to edge out its competition in The Swatch Group and Richemont. Having a seat at the Watches and Wonders Geneva Foundation Board means the conglomerate is preparing for long-term strategic expansions.

Source: Luxuo.com