Jean-Claude Biver Reveals Strategies for LVMH Watch Brands

As CEO of luxury conglomerate LVMH, Jean-Claude Biver has to oversee the fate of several very different brands of fine watches. In a recent interview with the South China Morning Post, Biver revealed his plans for the Hublot, Zenith and TAG Heuer brands. It’s obvious that the super savvy exec clearly recognizes the market for each famous name and how best to please customers.

“Hublot has a very clear message: “The Art of Fusion,” bringing together tradition and innovation,” Biver said. “[It’s] a brand that will not repeat the past, but respect the past in connection with the future. It’s a brand that promotes innovation, as innovation is more powerful than knowledge.”

Biver’s vision for Zenith watches is classic but never stodgy and he has major plans for reinvigorating the brand in the near future. “Zenith is a very traditional brand and a hidden diamond that we have to [sculpt] for its light to shine. It’s a phenomenal brand, but totally unexplored. It has to come back to life and we will start to work on this in the second half of the year. I like the challenge of taking on a brand. For Zenith, I just need to give it new dynamics.” It will be interesting to see what Biver has up his sleeve to pump new life into this rather neglected older name and amp up its appeal for a new generation.

On the other hand, TAG Heuer is the fresh, trendy brand for the hip customer. “By contrast, TAG Heuer is a young, dynamic brand that stands for design, technology and avant-gardism,” Biver said.

So how does Biver see himself ruling over the fate of these legendary watch brands? “At the end, like an orchestra’s conductor, I make sure that all the different instruments play in harmony.”