Jean-Claude Biver is the man in charge of the fortunes of the LVMH Group’s watch division. It’s thanks to him that the group’s watch brands, in particular, Hublot and TAG Heuer, are shirking the current challenges faced by the watch industry with their products snapped up by ever-enthusiastic customers — and that’s because Biver has ensured that they have made the transition from being insular watch-enthusiast brands to become global luxury lifestyle brands.
To achieve this, he has been brilliant in creating dynamic partnerships with other lifestyle genres. And in so doing, he has captivated new audiences, such as the youth demographic, so as to imbed the desire for his watches in the next generation.
But more importantly, he understands the modern luxury consumer. He understands with heightened attenuation where you are, what you like, and how you live your life. He knows what you eat, drink and wear — as if he is able to peer inside your internal emotional matrix. And he has one simple philosophy regarding his brands.
He explains, “At my brands, we have a king and a queen, and these are the only two entities that matter. The king is the customer and the queen is my product. My job is to make them fall in love. So, if my king likes to ski in Courchevel, if he likes the English Premier League, if he likes championship boxing, if he likes music at festivals like Coachella, am I not going to bring the queen everywhere he goes so they can meet?