Vacheron Constantin is on a hot streak right now.
Its Overseas Chronograph in steel has joined the list of unicorn watches with long waiting lists and prices on the secondary market of almost double retail.
Scarcity, handled correctly, is a massive asset to a luxury brand, and with Vacheron Constantin rising in popularity and making just 25,000 watches per year, demand is likely to exceed supply for many years.
Alexander Schmiedt, a native of Austria, had worked within Vacheron Constantin’s parent company, Richemont, since 2007, mostly with Montblanc in Germany, but later in Dubai promoting eight of the group’s brands.
He moved to America in the summer of 2021 to take up the role of president of the Americas for Vacheron Constantin, just in time to oversee the opening of a monobrand store in Manhattan.
“The new boutique offers a glimpse into a culture rooted in human values, craftsmanship, and technical innovation, and immerses visitors in the exceptional ‘one of not many’ spirit of Vacheron Constantin,” says Alexander.
Retailers are responding to rising demand for Vacheron Constantin.
Zadok in Houston and Burdeen’s in Chicago have both opened boutiques within the past two years, contributing to a record year for Richemont brands in the United States.
In 2021, group sales in the Americas were up by 59% on the pre-pandemic year of 2019.
