Export is essential to the brand’s growth strategy. The USA and Australasia have become important areas for expansion. The brand gets about a quarter of its business from militaries around the world, with the US leading the way. After entering the US in 2008, English says they learned a lot from this market. and have since opened stores in Melbourne, Hong Kong and most recently Shanghai. However, not everything went smoothly. After launching in Shanghai last year, the market suffered from the return to Covid restrictions. However, Bremont admits that the big demand for luxury watches still comes from China.
Thinking strategically about how Bremont conquered the US, English says research and focus are key to success when entering new territories, and cautioned against treating markets like the US as monoliths. “America is not a country…every state is a country. What they want on the East Coast or West Coast or in Texas is very different than what they want in the Midwest.” As brands expand, they should focus on understanding those nuances, he says, adding, “Don’t rush things .”
“America is not a country…every state is a country. What they want on the East Coast or West Coast or in Texas is very different than what they want in the Midwest.”
– Nick English, co-founder of Bremont.
In the second episode, Couttigane continues the series in conversation with Lennard Hoornik, Chief Commercial Officer at Jaguar Land Rover, and examines luxury growth strategies from an automaker’s perspective. Hoornik initially says the key to their success has been the timeless designs the group creates in England, which are also “emotionally appealing”. The brands’ relationships with culture have also helped to increase their reputation abroad. “For example, we were the first car to be presented in the Louvre,” he says, alluding to the Range Rover from the 1970s on display there.
Craftsmanship is at the core of the group’s values, but Hoornik explains that technology plays an important role in this. While for most luxury brands craftsmanship represents notions of craftsmanship, for Jaguar Land Rover the innovations enabled by technology are key to staying ahead of the competition and improving the design of the vehicles. Hoornik also talks about responsibility and maintaining skills for the next generation and describes the graduate programs and training programs that aim to upskill 29,000 people over the next three years. “We look around and [the automobile industry] It’s full of Formula 1 teams, it’s full of other car manufacturers, and there’s a really big knowledge and desire to really introduce new technologies into the mobility world, and we’re capturing that desire,” he says.