Christian Dior , the trend-setter now journeys into the land of exclusive time-keeping with watches that reflect the essence of the brand. In a Q and A with Verve, Laurence Nicolas, President, Christian Dior Watches and Fine Jewellery, unveils the spirit of the timeless pieces

From couture to horology... was this journey inevitable?
Yes, because Dior was the first haute couture house to start creating timepieces in the 70s. It was coherent to take the same direction as the haute couture spirit of the brand.

In what way are the new Dior watches different?
It’s a little bit early to speak about the Basel novelties but we will continue to focus on the spirit of exclusivity – firstly, with the haute couture element through new Dior Christal masterpieces set with amazing coloured stones, secondly the high jewellery one through new La D de Dior pieces including settings, new wardrobes and new stones. Finally, for men, we have the atelier spirit with new offers on Chiffre Rouge.

How has Dior Watches evolved over the years?
Dior Watches first launched accessories and fashion watches matching ready-to-wear collections at entry price, but from the 2000s, our style has evolved in tune with the changing strategy of the Dior house: to offer timepieces that combine perennial Swiss added value and haute couture creativity and elegance. Creativity comes from our three artistic designers: John Galliano, Kris Van Assche and Victoire de Castellane and Swiss craftsmanship from our own workshop in La Chaud de Fonds, in the cradle of the watch-making industry.
The average price has multiplied by five in eight years. Last year, we even presented our first one million Euro timepiece, the Dior Christal Tourbillon in baguette diamonds and rubies.

How is the essence of Dior fashion reflected in its line of watches?
The Dior essence is reflected in the refined, precious details: the back of our timepieces is worked with the same high standards as the inside of a dress, the stones are set as embroideries, and we use fabrics such as satin for straps. Luxury is evident in the details and excellence: from the oscillating weight of the Dior Christal diamonds which is ‘handsewn,’ to the choice of the best partners, which enable us to have the most exquisite movements (such as Quinting, Concepto or Zenith) or cases (such as Bunter). The colours are fundamental too, as they are in our Parisian haute couture maison – as you may see in the purple of the amethysts set in the limited edition of Dior Christal or in the red Dior Christal on rubber.

How is the Dior Christal reflective of Christian Dior tradition?
As in Christian Dior’s collections, Dior Christal has haute couture lines (with all its masterpiece versions) and ready-to-wear lines, more affordable, but every one of them must convey the same demand in quality and refinement. It has a large wardrobe because crystal sapphire and rubber give John Galliano the opportunity to translate all the colours he has in mind. Indeed, the use of crystal sapphire as an ornamental material is very new (previously it was only used for the glasses of timepieces) and only Dior dared to use it!

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