Switzerland, France – Watch brand Vacheron Constantin has unveiled its new collaboration with the Parisian art institution the Louvre that allows customers the chance to create a bespoke timepiece. The partnership introduces the concept of A Masterpiece on the Wrist, where consumers can customise their Les Cabinotiers watch to feature a miniature enamel reproduction of an artwork of their choice from the Louvre's extensive collection.
Vacheron Constantin and the Louvre began their collaboration back in 2019, having previously held an auction to raise support for the museum. The winner chose an artwork that inspired the design of a unique Les Cabinotiers watch, which took several months to complete. The new collaboration extends from this original idea and every purchaser of A Masterpiece on the Wrist not only gets a one-of-a-kind watch but also a private tour of the Louvre and a chance to meet Vacheron Constantin's master watchmakers.
This new collector's item collaboration builds upon our Guilded Luxury macrotrend, where we tracked how luxury brands are employing strategies to build long-lasting cultural relationships with their clients.
Strategic opportunity
Luxury businesses must forge enriching relationships with customers by offering bespoke collaborations or unique experiences that are grounded in the brand's cultural leadership in order to increase brand loyalty and create memorable connections