Louis Vuitton 2011 Annual Report Download - page 100

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LVMH 2011
Maisons
26 / 32
WATCHES & JEWELRY
The innovative spirit of the Maison flows
into boutiques designed as open and lumi-
nous living spaces where customers can
move freely.
Since 2002, Fred has continued to
expand its network of boutiques around the
world, from London to Paris to Tokyo.
MONTRES DIOR
— Since 1975 —
Since 1947, the Dior Haute Couture
studios on Avenue Montaigne have been
the home of the best workers able to pro-
duce in just a few weeks the Couture fash-
ion shows required by Maison Dior.
Woven from expertise, creativity and
watchmaking excellence, Dior watches
were born in the cradle of world watchmak-
ing at La Chaux-de-Fonds in Switzerland.
Designed in the studios of Avenue
Montaigne, developed by a team of expert
watchmakers, Dior watchmaking follows
the logic of excellence of Maison Dior.
The reliability of Dior watches is also
guaranteed by their dual compliance with
international technical standards and the
standards of the “Swiss Made” label.
Dior watchmaking continues its strat-
egy to upscale, initiated in 2001, and now
consists of five lines:
- La D de Dior, the story of a woman
who takes a man’s watch so that she is
always thinking of him, created by Victoire
de Castellane in the autumn of 2003.
- Chiffre Rouge, a reworking of a
watchmaking classic, designed in 2004. A
unique and iconic watch, and the alliance
of technical performance and the formal
style of Dior Homme.
- Dior Christal, a discreet tribute to
Christian Dior since 2005, which diverts
the use of sapphire crystal, traditionally
used for the watch glass, into a decorative
element.
- Dior Haute Couture, which since 2010
has offered unique pieces inspired by the
haute couture runway shows.
- Dior VIII, designed in 2011, as a meta-
phor for a high fashion wardrobe with its
“daytime”, “cocktail” and “Great Ball” ver-
sions, in ceramic with a pyramid form
inspired by the codes of Maison Dior
(architecture and canework).
HUBLOT
— Since 1980 —
The design of the case on the first
watch was inspired by a ship porthole
(“hublot” in French). For the first time in
watchmaking history, natural rubber was
partnered with gold.
The restraint, comfort and characteris-
tic shape of Hublot watches quickly made
them highly desired pieces. Member of
royal families were the first to show their
enthusiasm. For the watch brand, rubber is
not a fashion phenomenon, but represents
its philosophy, its brand image since the
first day.
Since 2004, when Jean-Claude Biver
assumed the role of Hublot Chief Executive
Officer, the “Art of Fusion” has become a
way of thought and design at Hublot: com-
bining unexpected materials (ceramics,
carbon, tantalum, tungsten, titanium, mag-
nesium and others) with traditional pre-
cious materials, using the most advanced
technologies while remaining faithful to
the watchmaking expertise of our
ancestors.