When Ralph lauren Watches first debuted, the brand introduced three collections: Sporting, Slim Classique and Stirrup. Where other brands might expand on this at every exhibition, Ralph lauren Watches has eschewed this approach. Instead, the company is intent on broadening the offers within those collections, focusing on quality and products that make sense for the Ralph lauren customer.
“We are going to further expand the three existing lines, emphasizing the craftsmanship, so you will see product enhancing the workmanship, including the guilloché,” says Châtillon. “We will continue to focus on timeless watches. We are also going to investigate new materials in the near future.
“When you are a newcomer, you need to build credibility,” adds Châtillon. “In the past, every brand created a bubble with new product. Now, you will see less newness and more consistency, building up more long term products. Our objective was to come strong with three collections. This doesn’t mean that we aren’t going to be working on new products, but for the time being it’s line extensions, not new collections. This year, we are entering Asia Pacific, so we need smaller sizes, diamonds, and this was very well received by the industry. We are trying to be consistent, We say what we do and we do what we say. We are using the best manufacture movements and prestigious materials.”
RALPH LAUREN SPORTING WATCH
The watches
A new version of the Sporting: For 2011, Ralph lauren presents the first timepiece inspired by his personal car collection, with the introduction of a Ralph lauren Sporting watch featuring an elm burl wood dial inspired by the interior of his model 1938 Bugatti Type 57SC Atlantic Coupe.
A black galvanic centre and black calf leather strap contrasts with the warmth of the wood, echoing the wooden dashboard and black leather seating in this prized vintage automobile. For enhanced readability and to recall the dials on the dash of the car, this watch uses Arabic numerals. The bezel and dial are accented by functional screws, while the crown is em-blazoned with the iconic RL initials logo.
Powering this watch is a manual winding mechanical movement, calibre RL98295, made by IWC for Ralph lauren, featuring a power reserve of 45 hours. As with all Sporting Collection models, this timepiece features a sapphire crystal case back, revealing the movement’s Côtes de Genève and Perlage finish work on the plate.
Another introduction, this one tied to the opening of the women’s Ralph lauren boutique in New York City, and the introduction of the Ralph lauren jewellery collection, is the Stirrup all diamond chain watch.
STIRRUP ALL DIAMOND CHAIN WATCH
888 Madison Ave
In November of 2010, Ralph lauren opened its first watch and jewellery salon in the United States. Located within the new flagship store devoted to the brand’s Women’s and Home luxury offering at 888 Madison Avenue in New York, the Watch & Jewellery Salon features the collections of Ralph lauren Timepieces complemented by the introduction of Ralph lauren Fine Jewellery.
Located across from the Ralph lauren Men’s boutique (867 Madison, in the Rhinelander mansion), the new flagship is 22,000 square feet (2,044 square metres) of the Ralph lauren world, dedicated to women and the home. The new store will offer the Ralph lauren Collection, Women’s Black Label, Blue Label, Double RL, RLX Ralph lauren and Home merchandise, along with fine jewellery, made-to-measure women’s suits and sleepwear.
The jewellery
This year, Ralph lauren is introducing his jewellery collection, which will take pride of place right next to the watches.
“We worked on the jewellery together,” says Châtillon. “There are similarities of authenticity, legitimacy, design and quality with the watches. We started designing a year ago. Ralph came with an idea. He said here are the directions and we came with the proposals. In a record time we developed prototypes we were able to show him. When you understand how he works, it makes the process much simpler. “It’s going to be several families, all inspired by the environment of Ralph lauren (equestrian, new romantic, diamonds, etc.),” he continues. “We had to reduce the number of initial offerings, but it’s amazing what we have been able to do. Then, after the introduction we will add more pieces to the collection during the roll out. We are in the world of fine jewellery, with incredible craftsmanship, precious metals, quality diamonds and more. It is definitely in line with what the Ralph lauren customer expects. We have ideas for men’s jewellery, but for this introduction, we are focusing on the feminine. There are definitely many different directions we can go.”
Source: Europa Star December - January 2011 Magazine Issue
