“Today, every designer should be in the market with everything that can make a person feel more fancy, more special,” says designer Roberto Cavalli, who launched Roberto Cavalli The Diamond Time collection in April, with prices that run from $3,200 to $6,000. “I believe that people like to have a special watch, not the usual watch. Today, it has to be a designer watch.”
Brands such as Dior and Chanel, which have been amping up their watch divisions in the past several years, are seeing sales escalate.
“Dior has been making watches for 33 years, so it has been in the DNA of the brand for a while, but it is definitely picking up now,” says Stephane Barraque, president of Dior Watches. “We really took off when John Galliano designed the Christal watch — that was a breakout for us, and ever since that time, we’re really growing the category and understand the necessity to make the watch business a real and separate entity.”
Barraque acknowledges that, for a company like Dior, watches are an avenue for the firm’s three core designers — Galliano, Victoire de Castellane and Kris Van Assche — to express the aesthetic of the firm in a different way. And the category gives both men and women the opportunity to wear the Dior name.