Elite Traveler Fall 2021

INFLUENCE INTERVIEW

Alexander Schmiedt on turning challenges into opportunities

Alexander Schmiedt, new president of Vacheron Constantin Americas, talks with Elite Traveler ’s Roberta Naas about his passion for watches and for the legendary brand

Alexander Schmiedt was not even officially in his role as Vacheron Constantin’s president of the Americas when we spoke at the soft opening of the New York City flagship boutique in June. He has since taken over the helm of the world’s oldest, continually operating luxury watch brand. Running a venerable brand like Vacheron Constantin, which has a long and storied relationship with the US that dates back more than a century, is no easy feat. However, Schmiedt is well prepared, with a good proving ground behind him and a solid plan in front of him. “I look at challenges as opportunities,” says Schmiedt. “Vacheron Constantin has to be true to its roots but has to tell its stories with a twist. In the past, we have communicated mostly about our history, but in the end, nobody cares that you’re old because if you are old, you can become old-fashioned. So, the way we twist the communications and show that our heritage is unique and lets us do things others cannot do... that is what matters. It is two sides of the same coin. You have to reinvent yourself and twist the angles.” According to Schmiedt, Vacheron Constantin — a ‘Holy Grail’ brand for watch collectors — has been growing over the past few years with consistent strategies conceived in Geneva and implemented globally. “Now is the time to invest in the US and the Americas, and so there is a lot of opportunity to further develop the brand here,” says Schmiedt, who was previously the Vacheron Constantin brand director of the Middle East market. Prior to that, he spent 11 years at Richemont Group’s (owner of Vacheron Constantin) Montblanc, where he became managing director of the watch division. “There is so much potential in this market. There are so many different regions and tastes that vary from the West Coast to the East Coast, in between and Latin America. The objective for me is to get close to the clients, to understand the regions and to drive the passion for Vacheron Constantin.” Easily one of the most important aspects of growth comes in the revitalization of the brand’s boutiques in the Americas. Schmiedt’s first mission was to soft-launch the totally new Vacheron Constantin flagship store in New York City. Located on 57th Street, the approximately 4,500-sq-ft, two-story space is a dramatic departure from the

Left to right Alexander Schmiedt has taken over the helm; the New York boutique has a two-story installation replicating the city's skyscrapers; the boutique is the first to have restored vintage pieces for sale