By Swiss standards, Raymond Weil is a relatively new watch company established by its namesake founder in Geneva in 1976. The brand was created at a rather tumultuous time in the history of the Swiss watch industry, which was under pressure following the arrival of the revolutionary quartz movement that was threatening to change the very base of the traditional watch industry.
The brand has a long and sustained presence in the Middle East. It has gone from strength to strength with the introduction of several new product collections such as the Amadeus (1986), Othello (1986), Traviata (1988), Parsifal (1991) and Tango (1995) to name a few. The brand has also introduced exclusive watches for women called Shine.
Raymond Weil is an independent company, a rare commodity in today's world of acquisitions and mergers. It is proud of its independence and progressive track record.
Recently, as the Official Watch of The Brit Awards 2008, Raymond Weil hosted a launch party in London. The brand has enjoyed a long association with the world of music and recently linked up with famous British singer Leona Lewis.
Following its successful launch in 2007, Raymond Weil introduced its newest Nabucco collection, the masculine mechanical watch series, in the Middle East on February 19. The official inauguration ceremony at the Jumeirah Beach Hotel in Dubai was presided over by Olivier Bernheim, the company's president and CEO, who joined the company in 1982.
With a 32-year history marked with innovations and new product launches, Raymond Weil is a name to reckon with in the competitive Middle East markets. Could you trace its advent and history in the region?
Raymond Weil has had a long and successful track record in the Middle East where it has had a solid and extensive presence since 1984. We now even have a presence in Iraq where our showroom has once again become operational.
You took over from your father in law and brand founder in 1982. Looking back, what in your opinion made Raymond Weil so successful?
Independence and creativity. Raymond Weil is an independent company, which means we have no constraints and are very creative in everything we do. Our customers are constantly looking for new products and it is our obligation to provide these on a regular basis.
You participated in the recent Doha Jewellery and Watch Exhibition for the first time. What propelled you to attend and how do you view the region's potential for the brand?
The Doha exhibition along with Jewellery Arabia in Bahrain must rank among the two most important industry exhibitions in the region. The Middle East is vital for the brand and the region's potential has been strengthened by its proximity to another big and fast-developing market India. I am very optimistic about the region's potential
You are in Dubai to open a boutique for your iconic Nabucco brand. What is this collection all about and what is your strategy for it in the region?
The Nabucco collection is targeted at men and independence is the motto. We wanted to give the niche community of young, aspiring male professionals a watch they could identify with, a watch they could call their own.
Do you anticipate launching a collection specifically for the region?
Today the global trend is to go international and become part of the world community instead of the smaller regional community.
Do you plan to open more boutiques in the region?
We are looking at that possibility and will seize opportunities as they come along after discussions with our business partners, dealers and agents.
What will Raymond Weil be launching at Baselworld 2008?
Creativity and innovation are the very soul of the Raymond Weil philosophy. We will exhibit new models from our Nabucco, Shine and Tango collections.
Raymond Weil is one of the few Swiss companies still in family ownership. Do you anticipate this status quo to continue or do you foresee a threat to this equation?
We are very proud of our independence and it is an issue we take very seriously. Our spectacular growth over the past 32 years can be attributed in part to our independence and family-owned status.
What is your general opinion on the re-grouping phenomenon that is gripping the watch industry?
I will not comment directly on the morality of the issue but will say that as an independent company, Raymond Weil is very pleased with its status quo.
Raymond Weil also has the distinction of being the first Swiss premium watch brand to feature on the virtual world website Second Life. How has it benefited the company?
The move was not expected to make a great impact on sales but it is part of the strategy to have a global presence on the internet, the new medium of communication.
The RW Club is the first launched by a luxury Swiss watch manufacturer. Could you shed more light on this?
The idea is to retain the loyalty of our customers and the club provides the forum and the opportunity to communicate with them.
Olivier Bernheim, President and CEO, Raymond Weil
Olivier Bernheim, president and CEO of Raymond Weil, has 28 years of experience in the watchmaking field. He joined Raymond Weil in 1982. Today the brand is present in more than 80 countries.
Bernheim assumed his current post in 1996 and became an important part of the brand's worldwide position after the launch of the Don Giovanni line. Over the years he has been developing new markets, new product lines and strengthening the Raymond Weil's brand worldwide.
Bernheim was born in Strasbourg, France, in 1954. He became a sales executive with Kronenbourg, a French brewery, and then moved to Unilever. He has earned a degree in law.
By Nader Freiha
© Emirates Business 24/7 2008
