By  on November 7, 2011

Tourneau, the 111-year-old specialty timepiece retailer, began to implement an overhaul of its image following the appointment of James Seuss as chief executive officer in March 2010. Last July, Tourneau opened a new concept store — a 3,135-square-foot flagship on Madison Avenue in New York that introduced the idea of “counterless” selling for its selection of watches from more than 40 brands that include Baume & Mercier, Rolex, Blancpain, Cartier, Chanel, Franck Muller, Harry Winston, Hublot, Jaeger-LeCoultre and Vacheron Constantin. And Seuss, whose résumé includes stints at Tiffany, Stella McCartney, Harry Winston and Cole Haan, has even more plans up his sleeve. Below, he details the retailer’s new concept, as well as plans to introduce a collection of entirely customizable timepieces.

WWD: You became ceo of Tourneau just over a year and a half ago and implemented a rebranding strategy. What has this entailed this far?
James Seuss:
It covered all of our consumer touch points, ranging from the in-store experience to the communications that our customer can reach through direct marketing. [This included] the rebranding of our logo to online and our new Web site. We have made it consistent and updated and modernized the look and feel of Tourneau both in-store and online. We have a new advertising campaign and the new store concept too.

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