MBA Luxury Brand Management

MBA Luxury Brand Management
Class of 2016-2017

Thursday, May 19, 2016

Breguet Museum Visit

Keli Chew, International Luxury Brand Management 2015-2016, Singapore

To conclude the Managing a Watch Brand elective, we were rewarded with a visit to the Breguet boutique and museum located at Place Vendome. This was a special arrangement, kindly made possible by our professor Jerome Auzanneau

We were warmly greeted upon arrival and were encouraged to browse around and to ask questions regarding the collections. The boutique was spacious and ornately decorated; each showcase featured collections, each more stunning that the other.     

We then proceeded to the museum located above the boutique. There, we had the pleasure to meet M. Emmanuel Breguet, Vice President and Head of Patrimony and Strategic Development. He welcomed us and took us through the illustrious history of the brand, which included distinguished clientele such as King Louis XVI, Marie Antoinette and the Turkish ottomans. After which, we had the opportunity to view some of these beautifully crafted vintage pieces on display. My personal favourite is a tactile pocket watch made for Empress Josephine; it is in blue enamel and features a letter “H” in diamonds on the reverse.

M. Breguet also kindly presented original ledgers from the vault, showing records of orders from Emperor Napoleon and other clients. Every record was handwritten and some even included detailed drawings, we watched in awe at the detailed descriptions as he leafed gently through the pages. We discovered amongst the archives, records of the first ever wristwatch invented, giving evidence that Breguet was indeed the inventor of wristwatches.

We were also shown a guilloche machine from 1815 and explained the technicalities and difficulties involved in guillochage. We have a newfound respect for the craft and manufacture, known for the use of up to 4 different guilloche patterns on a single dial.

The visit has been extremely enriching in helping us understand further the art of fine watchmaking as well as this innovative French watchmaking house known for inventing the tourbillion. Thank you M. Breguet and your team for this opportunity to visit!