Louis Vuitton 2002 Annual Report Download - page 77

CHAUM ET
In 2002, Chaumet posted sharp growth in sales
in its network of shops located primarily in
France, Japan and Korea. This very encouraging
performance was the first result of the strategic
refocusing conducted in 2001, backed by the
resumption of a very targeted communications
program and the roll-out of a few new products
such as the Liensring.
Chaumet opened two new shops in September
2002 in Tokyo, one in the Ginza district and
the other in the Omotesando district, inaugura-
ting a new imaginative format for which the
architect Jean-Michel Wilmotte combined refe-
rences to the House’s extraordinary heritage
with a thoroughly contemporary décor that
incorporates Chaumet’s new graphic codes
in well-lit spaces with clean lines. Both openings
had the additional benefit of stimulating the
performance of Chaumet’s other shops, which
are located in Japanese department stores.
In March 2003, Chaumet unveiled a new
Luxury Jewelry collection—Frisson, an initiative
crucial for its reputation as a famous jeweler
in Place Vendôme. Naturalist in inspiration, this
new collection flows from the House’s heritage
and creates two worlds, “Dentelle de givre” and
“Toile de givre”, that embody the values
of expertise, elegance and emotion attached
to the Chaumet name.
In order to leverage its already valued collection,
Chaumet will also introduce two new timepieces
at the Basle trade show.
Richard Burbridge, the photographer, designed
a new advertising campaign evoking heritage
and seduction.
The new architectural concept for the Chaumet
shops will gradually be expanded throughout
the network, including the Place Vendôme store
in Paris. Chaumet’s future projects include
the creation of a joint venture with its Korean
agent, a new store in Geneva, and several
boutiques in Japan.
PASSIONATE ABOUT CREATIVITY WATCHES AND JEWELRY
FRED PARIS
Fred Paris posted strong growth in its sales
in 2002, even in the United States, despite the
closing of a store in Houston. This advance
was primarily due to new sales outlets for the
brand in Japan and the success of its new line
of Move One watches, with a very assertive per-
sonality perfectly adapted to Fred’s emphatically
contemporary style.
The Success and Mouvementée lines of rings
confirmed their status as the brand’s best sellers.
In 2003, Fred Paris plans to continue its growth
by concentrating its efforts on its most buoyant
markets—France, Japan and the United States.
The House will continue to add new models to
its collections of rings and its Move One line of
watches.
Two profiles, legiti-
macy and modernity,
personified in one
woman. Top model
Stella Tennant embo-
dies the image of
Chaumet. A simple
visual, both powerful
and unusual, high-
lights both the tradi-
tions of the brand
and its contemporary
designs.
The Bourbon Parme
tiara was designed
in 1919 by
Joseph Chaumet,
while the ring
pendant, in its round
and pure form,
symbolizes the
contemporary spirit
of the Place Vendôme
jeweler.
ANNUAL REPORT 2002 74•75