SJX Watches
Pandemic Truths – Jean-Claude Biver
Who better than Jean-Claude Biver to reflect on the current crisis? He is an emblematic figure in watchmaking, with a career that’s spanned half a century, one that started in another, long-ago crisis caused by quartz watches. Always passionate and frank, Jean-Claude played a major role in the rise of mechanical watchmaking, contributing a large part to the boom of the 1990s. Working from his chalet in the ski town of Crans-Montana in Switzerland, Jean-Claude spoke to me over the phone. Here is our conversation. Jean-Claude’s selfie from his study This crisis sheds light on the weaknesses of our current economic systems. How has it impacted your business? Obviously it impacts us like everyone else, because no matter how good your sales team is, or how many stores you have, or how well situated they are – if there is nobody out there, it hurts your business. But we have developed a few ideas to keep business going. We are always trying to implement strategies to combat the situation. And all crisis create opportunities as well. When China was closed, we organised limousine services to bring one customer at a time to our boutiques that were open just for them. It created a sense of security, ease and comfort, so we actually managed to do some business, even during that time. This is going to be a long [crisis]. By the time it gets back to normal, we will have to be ready. Now is the time to bring in innovation again, in distribution and equally, in sales. How do you e...
