Resonating with Armin Strom
Serge Michel, owner of Armin Strom, talks to “Day & Night” magazine about why he prefers the SIHH, the marque’s new Pure Resonance, and what is next…
Why did Armin Strom decide to participate in the SIHH?
We have been trying to come to SIHH for the past three years as it has a much more exclusive environment and attracts the right kind of retailers and journalists that we want to work with. We finally were accepted by the FHH and it was agreed in May that we would move from Baselworld to SIHH.
How does Armin Strom view the difference between the two events?
SIHH is more exclusive. We did not have huge expectations so we were quite relaxed when we came here; it was just to see and feel. I was pleasantly surprised to see that you run into people that you want to see, even if you don’t have an appointment. You can just walk around and you actually get to meet the people you would like to meet because it is more exclusive, people are not rushing around but are more relaxed and are not so stressed as they are in Basel. The service of the show is fabulous; they do a great job for the brands and you feel welcome.
How has the response been for the customisation app that Armin Strom announced last year at Basel?
It is not an app, but is actually online at our website. The idea was to integrate it with all our retail partners and this is happening. Most of our markets are working with it, especially all of our partners in the USA have a terminal so that they can customise and configure watches for their clients. It has been accepted very well; this is because watch collectors are always keen on personalisation, and this way, retailers do not have to keep a huge inventory of our brand. They just need a few pieces to show to the clients, and then they configure the watch. Once the end customer confirms the configuration, they can conclude the transaction.
What are your latest releases at SIHH?
We are now focusing on the Resonance; we launched the Mirrored Force Resonance last year at Basel and it is extremely successful. We have now come up with a simpler version of the Resonance, called the Pure Resonance and – in a first for Armin Strom – we have reduced the size of our watch; we are down to 42 mm but we still have the same mechanism as the Resonance – a coupling spring that connects to balance wheels to beat at the exact same resonance. We have them in rose gold and stainless steel.
How has the feedback been for the new launches?
This is mainly for people with smaller wrists, mainly for the Asian market. Our Mirrored Force Resonance was nearly 44 mm, and quite thick. The feedback from Asia, mainly Singapore, which is one of our main markets, was that they wanted a smaller piece. We were able to do that. These editions are smaller, more comfortable to wear, and the aesthetics of the watch is a bit more classic than the previous models. The feedback has been very good.
Which markets are your strongest ones?
The USA; we are doing very well there. This also includes Canada, but mainly the USA.
How is that you are strong in the US, unlike most other brands for whom the US is the weakest market?
We have been there for a long time now. We have been focusing a lot on the US market, and we have very good retailers there. It is key for brands like us that you have the right partners, with the right clients and the right brand environment. People in the US have a long history of being watch collectors and they have a good knowledge of watchmaking. Most of our clients have five or six watches and they read a lot about watches, on the Internet and in magazines, etc.
How are you positioned in the Middle East at present?
We are no longer with our previous retailer, which is Damas. We are open to new markets, mainly Dubai, which could be a good market for the brand. But we need to have the right partner for it; we are working on it and should be done soon.
