Conducted by Juliana GRUBER and Alba ROMERO VILLA

1. FINAL PROJECT: WATCHES & JEWELRY!
5th June
Juliana GRUBER
Alba ROMERO VILLA

2. 1780: FOUNDATION
1804 - 1880: THE ROMANTIC EMPIRE
1780 - 1810: ‘THE NINOT PERIOD’
1815 - 1885: ‘THE FOSSIN & MOREL PERIOD’
1780 1880
ORIGINS & HERITAGE
A history closely interwoven with the history
of France and Paris (a celebrated
destination for its magnificent jewelers).

3. 1880-1910: LA BELLE ÉPOQUE
1910: 1930: THE INDIAN STYLE
1880 1930
1910: ART DECÓ
ORIGINS & HERITAGE

4. KEY CURRENT COLLECTIONS
1910-1944: ART DECÓ
1944-1987: RESURGENCE OF THE BRAND 1999: LVMH
1910 TODAY
1987: SCANDALS

5. STRATEGIC INITIATIVES
COMMERCIAL
DISTRIBUTION
International expansion!
90 retail stores - Control over prices and brand essence
COMMUNICATION
Targeting a younger audience & Asian countries!
Recent disruptive campaigns to move forward fashion!
French ambassadors / endorsers (Sophie Marceau, Marine Vacht)!
Product Placement !
Aristocrats and actresses!
No men dedicated campaigns
AUDIENCE
Targeting younger consumers and a wider ranges!
Wider price positions (access, regular and fine line)!
Asian market, US?
HERITAGE!
RCS
Sponsor / Partner at Académie des César!
Responsible Jewelry Council Certification (RJC)!
The Kimberly Process!
The Protection of Bees!
Exhibition of pieces
PRODUCT MANAGEMENT
Larger investments in watches!
More daily jewelry and watches - consumption changes!
More playful collections (new artist dir. Claire Dévé-Rakoff)

6. FIGURES
!
!
• As at 31 december 2012, total income amounted 125 m € (approx. 25% increase with respect to 2011).!
• However, the operating costs exceed the total income, resulting in an operating loss of 1 m € approx. !
• cost of goods sold and external charges are one of the factors of the company poor financial results. Such elements
tend to demonstrate that the business is strongly affected by the evolution of its costs. !
• In addition, the cost of stock depreciation increase a lot in 2012 (17 m €) in comparison with the previous Financial
Years (approx. 4 m €) !
• With a negative profit margin of -0,01% and a negative Return on Assets of -0,01%, it seems that the company faces
business difficulties in terms of profitability. !
• The company’s debt level is quite low even though it is important to note that almost 40% of the company’s debt
relates to trade creditors (25 m € in 2012). !
• It should be considered to proceed to debt leverage in order to improve the business profitability and margin by, for
instance acquiring other business or expanding into new markets.!
• Most of the company’s turnover is realized in France and Japan. However, due to its fast expansion in China as from
2011, with the opening of 24 stores, China does represent now 25 % of the company’s sales.

7. BRAND IDENTITY
12, VENDÔME
GRAND SALON (BÉLANGER, CHOPIN)
HONG KONG

8. DESIGN: STYLISTIC FEATURES
POWER AND ARISTOCRATS
BEES
JEWELS
ARTISANS JEWELERS
HERITAGE & LEGEND
EMOTION
CROWNS & TIARAS
FRENCH
CUSTOM PIECES
SOBRIETY
ELEGANCE

9. EXPERTISE | QUALITY
MANUFACTURING / WORKSHOP
14 artisans ply their trade in
the workshop on Place
Vendôme, under the direction
of foreman Pascal Bourdariat.
TECHNICAL FEATURES
Materials: outstanding diamonds,
precious stones and gems stones.
White gold, platinum, rose gold, gold
and silver.!
Attention to the smallest details!
Movement complications for the
watches section: quartz, manual
mechanic and automatic mechanic
movements, chronograph, GMT,
large date movement, mechanical
jumping hour movement, power
reserve, metronome movement and
tourbillon.
INNOVATIONS
Focus on design, artistic
movements
http://youtu.be/ioCoNdGUyCE

10. POSITIONING STATEMENT
Chaumet, the ‘prestige jeweler’ on Place Vendôme, it’s a brand full of heritage that
represents the parisian ‘savoir faire’ in ‘haute jewelry’. It incarnates the historical and
modern ‘parisienne’. Filled with emotion and feelings made for those in search of
something different, gorgeous and outstanding. Focus on creativity and design.
Contrast between edgy contemporary and timeless pieces.
!
!

11. COMPETITIVE MAPPING
Fabricants
Maisons !
de couture
Créateurs joailliers
Griffes !
de mode
Joailliers
Argent
Grande!
Distribution
CARTIER
CHOPARDPIAGET
HARRY WINSTON
VAN CLEEF & ARPELS
BOUCHERON
BULGARI
CHAUMET
CHANEL
DIOR
RALPH LAUREN
LOUIS VUITTON
HERMES
GUCCI
TIFFANY & CO
DINH VAN
FRED
MAUBOUSSIN
POMELLATOMESSIKA
LORENZ BAUMER
ISABELLE LANGOIS
VHERNIER
VICTORIA CASAL
PATRICE FABRE
Créateurs joailliers
Maisons !
de couture
Joailliers

12. BRAND PORTFOLIO: PRODUCT & PRICE
WOMEN MEN BRIDAL
Jewelry!
High jewelry
Jewelry
Watches!
Precious Watches
Watches!
Precious Watches
HAUTE
JOALLERIE
Price collection between
€80,000 to €900,000.! Montre Bee my Love! Montre Class One Tourbillon!
JOALLERIE
Attrape-moi…si tu m’aimes !
E 5500!
Classic!
E 8000!
Attrape-moi…si tu m’aimes !
E 47000!
DandyArt Open Face !
E 40000!
ENTRY
Josephine!
E 3500!
Bee my love:!
E 3000!
Class One!
E 4300!
Class One!
E 2900!
ACCESS
Liens!
E 960!
Torsade!
E 2000!
960 €
3.000 €
10.000 €
80.000 €
https://www.youtube.com/watch?v=7TF1BzSz0fk

13. SWOT ANALYSIS
S W
O T
• Talent in house & strong ‘savoir faire’. Strong
relationship with suppliers and galleries. !
• Strong heritage: brand essence, a singular brand
personality!
• The flexibility to provide custom pieces. !
• Part of the largest group of Luxury (LVMh) since
1999: benefit from economies of scale, supply chain
management, acquisition synergies, etc. A
comprehensive distribution network from a robust
website and a network of galleries.!
• Ethical commitments!
• Adaptability to today demands (simpler styles)
• Scandals (late 80’s) damaged the brand image!
• Lost of manufacturing assets. The cost of
maintaining unfinished work in progress.!
• Cost structures: work inefficiencies.!
• Time consumption and delays to get final products.!
• Weak development in men’s collection. !
• Brand dilution as different point of access (prices)!
• A large portion go the target market is not educated
in complications, technical features, etc. !
• High pressure to create new outstanding pieces.
• Pricing power: consumers are less sensible to price
(focus on emotional attachment, design and
creativity).!
• Low barrier of entry of new competitors (great
investments).!
• Ultra wealthy people and new markets offer a new
source of income.!
• Great investments for an International Expansion.!
• New technologies / innovations.!
• E-commerce and opening of retail shops.
• Price of raw materials are rocketing as a result to
the growing demand from other industries and the
political instability of the countries they are being
extracted from. !
• Global economical downturn and the raise of
austerity as a social value.!
• New competitors -fashion brands- are pushing down
the business profitability.!
• Artistic copycats and counterfeits entering the
market and mimic Chaumet designs.
INTERNALORIGIN
attributesoftheorganization
EXTERNALORIGIN
attributesoftheenvironment
HELPFUL
to achieving the objective
HARMFUL
to achieving the objective

15. BEE MYSELF
Strategy!
To enter in the United States and offer a new product that could appeal to existing markets (Japan,
China and Europe)!
!
Positioning!
As an extension to the collection ‘Bee’ (My Love), the new line called ‘Bee Myself’ its’s symbolic,
poetic and full of personality. Thought as a long lasting core piece within Chaumet offer, this
collection is made to commemorate an important moment in every young professionals seeking for
independence. !
!
Collection!
Jewelry (rings, earrings, brooch and bracelets) and watches made with different colors, each one
representing a specific career path (profession).!
!
Competitor !
The first haute joaillier French house to develop specific collection dedicated to this specific moment.!
!
Price!
Positioned between Access and Entry

17. PRODUCT FEATURES
ZAFIRA !
BLUE
EMERALD!
GREEN
AMETHYST!
PINK
Business Administration!
Engineering !
Psychology !
Publicity and Advertising !
Marketing!
Economy!
Visual arts !
Music !
International Relations !
Biology!
Industrial Design
Biomedicine !
Biochemistry !
Nursing !
Physiotherapy !
Medicine !
Nutrition !
Clinical Psychology !
Veterinary !
Animal Science !
Speech Therapy
Fashion Design !
Hospitality and Tourism!
Social Worker !
Geography !
History !
Letters !
Theology !
Pedagogy !
Social Science !
Account
RUBI/GRANADA!
RED
TOPAZ!
YELLOW
TURMALINA!
PINK
Law!
Journalism!
Odontology
Pharmacy !
Biochemist
Account

18. CONCEPT DESIGN / STYLE
JEWELRY
FEATURES
WATCHMAKING
FEATURES
BRAND
SIGNATURE
Full of
personality, the
Bee Myself
collection is
made to
celebrate
important
moment in a
young
professional
women looking
for independence!
Use: modern and
casul!
!
Simple shapes to
be use daily
Volumes!
Different shapes
and collors that
represent
different
professionals
Platinum!
Gold!
Silver!
Precious stones!
Diamonds
(simple)
Leather!
Silver!
Gold !
Diamond !
Precious stones
(zafira, emerald,
turmalina, rubi,
granada, topazio,
amethyst)!
Automatic
watches!
Manual watches!
Water-resistance
Bee!
Discret stones!
Unique shapes !
!