This year, French luxury house Hermès have opened a new boutique dedicated to haute horlogerie in China’s capital city Beijing. The exclusive timepiece shop, which opened this summer, is in the Fu Xin Meng Parkson Shopping Centre, which is located quite close to the financial heart of the city.
This latest boutique, one of 17 strategically placed stores in key Asian, American and European markets, boast of 83 metres of floor space.
Axel Dumas, the chief operating officer of Hermès and sixth-generation descendant of the company’s founder, spoke of the brand’s special relationship with China in an interview with China Daily, the country’s English-language newspaper when he was in Shanghai to showcase Hermès Autumn/Winter collection for women.
“For Hermès, there has always been a keen interest in China,” he said. “China is a new market, but very important. We try to convey the culture of Hermès here. We are thinking in the long term,” he added.
“There is no marketing department within Hermès. This is a specificity of Hermès, that we don’t do marketing. Chinese consumers, who are becoming more sophisticated, really want to find what is the best to be offered, and Hermès has the best quality and the best craftsmanship.
“It’s not the marketing strategy for China. It’s what we try to achieve everyday, every place,where we are. The Chinese market recognizes that, and I appreciate that quite a lot.”
In order to keep high standards and exclusivity, Hermès, according to Dumas, will only be opening one new store per year in one city. For Hermès aficionados in Beijing, the new watch boutique will bring some excitement and will further cement Beijing’s reputation as a luxury good shopping Mecca.