The youngest son of LVMH chief Bernard Arnault is taking a risk at the brand: Making a more expensive product—and making it harder to find.
was standing in a gilded, mirrored room of Paris’s Musée d’Orsay showing off Louis Vuitton’s newest watch model to a clutch of experts one July morning. The thin unisex watch, named the Tambour, was the result of almost two years of work. But the most valuable Tambour in the building wasn’t on display with the others. It was on Arnault’s wrist.Jean, the youngest son of LVMH chief Bernard Arnault, has been fascinated by the opportunity in rare-materials watches for a while.
Now Arnault has decided to eliminate the entry-level Tambours. His thinking is that instead of producing more affordable collections, Louis Vuitton needs to play in a different class.Cyril Marcilhacy/Bloomberg News Building a pedigree in watchmaking—which Louis Vuitton embarked on only two decades ago—is particularly challenging. Watch fans are deeply conservative, with models that have been around for decades still among the bestsellers globally.
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