MEISSEN® Joaillerie 2013 Baselworld Edition

4
INTERVIEW
“A VARIETY OF INNOVATIONS”
®
FROM A TRADITIONAL GERMAN MANUFACTORY TO AN INTERNATIONALLY SUCCESSFUL
LUXURY AND LIFESTYLE GROUP – WE TALKED TO MEISSEN ® CEO DR CHRISTIAN KURTZKE
ABOUT INNOVATIVE STRATEGIES AND TIMELESS VALUES.
Four years ago, you began to establish
MEISSEN ® as a global luxury company.
How far have you got?
We have achieved the second milestone on
our long journey: following a thorough
“spring clean” of communications, we have
been able to successfully position our new
brand worlds Joaillerie, HOME, HOME deco,
Fine Art and – our latest brainchild - the new
brand MEISSEN ® COUTURE. We have launched
a variety of innovations on the market, presented
our wares at new trade fairs, opened
new boutiques and created new structures.
Once the foundation has been laid, we’ll be
able to export the new MEISSEN ® brand experience
across the world.
What should we make of this: is MEISSEN ®
about to become the new Hermès?
I’ve heard people make this comparison quite
often recently. Hermès and Chanel are wonderful
brands. But it’s not about copying others,
more about discovering the core of our own
traditional brand: our royal origins, the courtly
elegance, the love of art and the passion for
the sensuous aspects of life. If we reinterpret
these fundamental virtues of our royal founder,
we will be well equipped for the future.
The new jewellery collection is subtler and
more feminine. Is this the way forward for
MEISSEN ® Joaillerie?
We are staying true to our values: stylish, elegant
and above all high-quality, but always
with a sensuous and feminine note. The new
“my little MYSTERY” collection is a seamless
expansion of our previous creations, the aim
of which is to rejuvenate the brand.
You’re also focusing on women’s watches.
What are your aims here?
We’re not positioning ourselves as a watch
provider, but rather designing watches as dec-
orative, high-quality accessories. The special
thing about our watches is the dial, which is
made from super thin MEISSEN ® Porcelain
and can be designed individually by hand on
request.
MEISSEN ® has also launched its brand new
“Bridal Collection”. Where did this idea
come from?
With engagement and wedding rings, it’s all
about the value of the brand. A ring by
MEISSEN ® not only symbolises a special level
of quality and value, but also represents the
longevity of our 300-year history. I don’t
think there is any other major international
German jewellery brand positioned in this
important market. This is why we are putting
all our efforts into this. Customers who buy
rings from us can now also design their service
and create a wedding list with us – no other
brand offers this.
In your opinion, where is MEISSEN ®
positioned in the competitive wedding ring
segment?
That’s easy: we stand for value. There are
numerous brands in this segment, and they
compete with aggressive pricing strategies.
But for many people, getting engaged and
getting married are occasions for which they
will splash out on expensive jewellery. And
these pieces should be something special.
Which piece is your favourite?
I love the new earrings – both the longer pendants
as well as the little “my little MYSTERY
jewels” which you can wear in the form of a
stud or clip-on.
Interview by Christian Jürgens
Dr Christian
Kurtzke
at the VILLA
MEISSEN ® .