What if a person concentrates on doing one thing for a lifetime? What if a family is dedicated to doing something for generations? In the recent buzzwords, then "no one is there." The “artisan spirit†and the simple culture of the Swiss are somewhat inseparable. In Geneva, whether it is a watchmaker or a handmade chocolate shop owner, the idea in their minds is not the market growth rate, how many net worth to get a company, how many chain stores to go overseas, but how to make it a business. Passed to his son, grandson, this brand can still be in a hundred years. Many family-owned companies do not want to go public. They worry that they will be responsible for shareholders when they go public, and they will pay too much attention to short-term returns and damage the brand. It is this point that touches the author: not impetuous, not tricky, ingenious. Only in this way can there be a "hundred-year-old shop."
Swiss watches are proud of the "Geneva Seal". The Geneva Seal is a small "eagle" and "spoon" shield badge engraved on the movement. Whether it is movement, case, production, power reserve, precision or technical choice, all aspects of the watch can be Inspection and certification. Since 1886, the certification of the Geneva Seal represents the highest craftsmanship and honour of the artisanal high-end watchmaking world. For centuries, top watch manufacturers have prided themselves on the certification of their watches through the Geneva Seal. It is precisely for more than 100 years that such self-discipline and requirements of the whole industry have made Geneva an “international watch capitalâ€. The Swiss high-end watch industry has also occupied 98% of the global market share because of its many watch brands with this “artisan spiritâ€.
Companies that operate watches and fine jewellery are often family-owned businesses, and each generation has a mission to pass on the unique craftsmanship and brand of the family to the next generation. Because the family reputation is seen to be more profitable than the moment, these brands have become famous international brands all over the world after time precipitation and polishing from generation to generation. Today, people in the luxury goods industry refer to these family brands as “family†because of the family heritage of the brand.
A marketing director of Richemont, the world's second-largest luxury goods company, once told the author: What are the secrets of these top brands in the jewelry industry today? There is no shortcut, just to calm down, every stone is polished, and every craft is refined.
I have seen the handwritten books that Cartier used more than 100 years ago in the Cartier Museum. Although the paper has long been yellow and worn, it still shows that the book records the details of each piece of jewelry that was traded at that time, even including hand-painted design drawings. . With these patterns, they can still identify their own design boutiques that have flowed to the market today, and repurchase them at a high price, thus having today's museums.
There is also a small story. Mr. Cartier was impressed by the beauty of Chinese handicrafts that have been circulated to Europe, and has many lessons in design. To this end, he opened his own private library with a large number of Chinese art related books for his designers to design reference. It turned out that the former Ming and Qing traders in this way influenced the European jewelers more than 100 years ago. Perhaps because we have been pursuing scale and speed over the past 30 years, we have unwittingly lost the “artisan spirit†that has been deposited in our bones for thousands of years. Why can't we wake it up today?
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