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Patrick P Hoffman on Ulysse Nardin's New Face Yuvraj Singh

  By AINDRILA MITRA, TIME N STYLE   Jul 19th 2012 at 6:00AM Watches RATED

Patrick P. Hoffman

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Time 'n Style learns more about cricketer Yuvraj Singh becoming Ulysse Nardin's brand ambassador in India and the brands performance in 2011 among other things, from Patrick P Hoffman, CEO, Ulysse Nardin.

Aindrila Mitra, Time n Style

Which collection is your favourite from Basel 2012?

Patrick P. Hoffman

The Marine Chronometer; it's a major milestone for Ulysse Nardin (UN).

Aindrila Mitra, Time n Style

The highlight for Ulysse Nardin this year was its in-house movements. Tell us more.

Patrick P. Hoffman

We have developed our own movements for a long time. What is different now is the way we are producing them. There's almost a new culture of production in the company. From that perspective, it's a new development. In the next four or five, 75-80 per cent of the movements will be done in-house.

Aindrila Mitra, Time n Style

How was 2011 for the brand?

Patrick P. Hoffman

2009 was not a good year. However, we had a nice rebound in 2010/11. In fact, last year was our biggest year when it comes to production and sales volume and value.

Aindrila Mitra, Time n Style

How important is the Asian market for the brand?

Patrick P. Hoffman

We are evenly balanced where we focus 25 per cent on the Americas, 25 per cent in Russia, 25 per cent in Europe and Middle- East, and 25 per cent in Asia. So this is something planned. So wee are equally strong in US and Russia and we are happy about that.

Aindrila Mitra, Time n Style

Is there any market focused collection from the brand?

Patrick P. Hoffman

We know where our markets are. We come up with global collections, but even when you're developing a collection, you know, more or less, which market will be more receptive towards certain collections. You need a global vision. If you try to come up with products only for a certain market, you'll fail in the long run.

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Aindrila Mitra, Time n Style

Define an end-consumer for UN.

Patrick P. Hoffman

I think we have two different kinds: one consumer is the guy who loves luxury. He has certain income that he spends on luxury, or to impress his friends; the other category is those who really appreciate artisanship, someone who also likes nice wine and cars.

Aindrila Mitra, Time n Style

How did you tie up with Yuvraj Singh as your brand ambassador in India?

Patrick P. Hoffman

For us, when we signed Yuvraj, he was already a legend. Even if he stops playing cricket tomorrow, he will continue to be a legend for us.

Aindrila Mitra, Time n Style

What does the brand mean to you?

Patrick P. Hoffman

I have my heart in the brand and it reflects a certain direction I'd like to take, in terms of what I believe in. UN is known for its mechanical movements and innovations. I have to work with a product that means something. I've been with the company for 13 years. Earlier I was taking care of the US market. And taking over was a natural evolution.

 

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