ELLE Canada:The media are always touting the It handbag. Does the same buzz apply to watches these days?
Alexandre Peraldi: “Yes. It’s somewhat sad because fashion is one thing, but luxury timepieces shouldn’t be driven by fads.”
EC: You make luxury watches. How do you define luxury?
AP: “There has to be a conscious wanting, like in a romantic relationship. There has to be a bit of that love.”
EC: How can you judge if a watch is “good” or not?
AP: “Perceived value is the most important thing. In the luxury category, the quality of the timepiece must be irreproachable. Beyond that, it’s about design, details.”
AP: “A Swatch.”
EC: How many tries does it take before a style you design makes it to the market?
AP: “We do an enormous amount of prototypes. There could be 40, and then we narrow it down to two.”
EC: And then what?
AP: “We do three focus groups: one in New York, one in Milan and one somewhere in Asia. It has got to work for all three markets.”
EC: Do you introduce certain design elements that make it difficult for counterfeiters to copy a style?
AP: “These days, counterfeiters can copy anything. But since their margins are small, they don’t use the same quality of materials.”
EC: Why do you wear skirts?
AP: “I practise kendo, and I just found that I preferred this Japanese style of dress. My favourite fashion designers are Issey Miyake and Yohji Yamamoto, so the whole Japanese aesthetic works for me.”
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