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Luxury Goods - Jewellery

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Luxury Goods Project
Jewellery and Watch Sector

Stefania ALVARES MEDRANO
Marie-Laure GIACOMELLI
Anamaria TUDORACHE

Nadine STEWART
INSEEC Alpes-Savoie, Year 2013-2014

Guidelines

Paper assignment – Luxury sector analysis

* Select a luxury category. Categories include: Jewellery * Within your category select three brand leaders : Cartier, Chaumet, Chopard * Prepare a SWOT analysis for each brand * Analyze these leaders by discipline: visual merchandising, website, e-commerce (if applicable), social media, customer service, PR, special events, advertising. * Prepare a final report (4-6 pages) on your category ranking your three leaders in order of effectiveness with detailed explanations as to your ranking decisions.

Oral Presentation on December 4, 2013

Chaumet

“The history of Chaumet dates back to 1780 and is closely interwoven with the history of France. Over five centuries, Paris has been celebrated for the magnificence of its jewellers.” 1. Introduction
The Company
Chaumet
* Category Jewellery and Watches * Parent Company LVMH * Name Chaumet International S.A. * Number of employees 147 * Tagline “Bijoux de sentiment, horlogerie d’émotion”

STP * Segment Luxury and Fashion – Jewellery and Watches * Target Group High income/Upper class men and women * Positioning History, tradition and savoir-faire

LVMH main data for the Jewellery and Watch Sector

History
Chaumet is a « maison française de joaillerie », producing jewellery as well as watches. The company was founded in 1780 by Marie-Etienne Nitot.

He became famous thanks to Joséphine de Beauharnais, his main client, for whom he made stunning jewellery for her wedding to Napoléon. Among his faithful clients, Nitot could also count members of the royal court.

Joséphine de Beauharnais, Chaumet’s first muse...

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