PARIS — Tapping into one of the most powerful symbols of French culture, Vacheron Constantin has forged a collaboration with the Louvre Museum, WWD has learned.
Details of the partnership have not been revealed, but the brand hinted at “co-creation projects in the fields of craftsmanship, watchmaking, art and culture.”
“With the Louvre, we are beginning a very promising new chapter,” said Louis Ferla, chief executive officer of Vacheron Constantin.
Vacheron Constantin has already worked with the Louvre. In 2016, it helped restore an 18th-century clock known as “La Création du Monde,” which is displayed in the world-famous museum.
“I am delighted that Vacheron Constantin, a Maison committed to the patient and demanding workmanship involved in Haute Horlogerie, now finds the Louvre a repertoire and techniques that reinforce and magnify its concern for beauty,” said Jean-Luc Martinez, president-director of the Musée du Louvre.
The watchmaker, which belongs to Compagnie Financière Richemont alongside brands including Cartier and Jaeger-LeCoultre, said in a statement outlining the partnership that it would produce watchmaking projects inspired by the Louvre’s masterpieces as well as “creative projects aimed at promoting art, creation and beauty through a multicultural approach.”
Asked for further details about the plans, the brand’s global chief marketing officer Laurent Perves said in an e-mail: “This partnership will allow us to exchange knowledge as well as to develop creative collaborations in various projects, including the creation of exclusive timepieces.”
Traditional watchmakers are doubling down on efforts to broaden their appeal as new generations of consumers show more interest in traveling than flaunting pricey wristwatches.
One of the strongest emblems of French culture, the Louvre carries wide resonance, including in popular culture, with Beyoncé choosing the institution as the backdrop for her “Apes–t,” clip, for example.