Ebel's new Chief Executive unveils strategy plans
Ebel, the Chaux-de-Fonds based luxury company named Guillaume Brochard its director of operations last February of this year. Several months after taking over responsibilities for the brand, Mr. Brochard partly unveiled Ebel's strategy, which aims to restore the name to the prestige it enjoyed in the 80s.
It has been one year now in LVMH's possession - along with TAG Heuer, Zenith and Chaumet, Ebel currently stands “in a transitional phase”, according to Mr. Brochard.
The new chief executive of the brand wants to recenter the distribution network (of which it controls 80%) and to focus on the highly successful Sport Classique line, as well as on the Beluga line.
In fact, he is set to slim down the collection, which passed from 2700 models and nine different lines to 330 models spread over four references: Sport Classique, Beluga, 1911 and type E. Sales of the four lines have already began to rise event though starting prices are higher than before.
Mr Brochard's three-year action plan has been accepted by LVMH. The avowed intention is to restore Ebel to its status of contemporary luxury brand, stamped with a strong design yet also with a resolute approach towards new classicism.

Geneva, October 18th, 2000