Valquez Canajian joined Backes & Strauss in 1976 and has been working in the diamond industry for nearly 50 years, serving as CEO since 2000. He unveiled a special collection: the Argyle Pink Diamond Collection.
Interview and text by Chieko Tsuruoka (Chronos-Japan)
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2024 issue of Kronos Japan]
A unique watch demonstrates the new brand value of the Diamond Maison
CEO of Backes & Strauss. Born in Ethiopia in 1955. His father was a watchmaker trusted by Ethiopian Emperor Haile Selassie I. After attending the London School of Economics (LSE), he studied under the younger brother of Marcel Tolkowski, who discovered the ideal cut for diamonds. He joined Backes & Strauss in 1976 and has held his current position since 2000. In 2006, the company partnered with the Franck Muller Watchland Group to develop a diamond watch collection.
"This collection is one of the classic Regent models, but it is not the same as the existing model. The pink diamonds used in this model are from Argyle, which is extremely rare because the Argyle mine closed in 2020. When we were able to obtain these diamonds and thought about how to incorporate them into a piece, we decided on the Regent, which has been a success in our collection."
This collection is a collection of top-of-the-line, one-of-a-kind diamond watches, crafted by a diamond maison with a history dating back to 18th century London, England.
"It is possible to create one-of-a-kind watches and jewelry if one wishes to do so. However, this collection cannot be replicated. Therefore, I want people to understand that this collection has special value that goes beyond just the price."
This special model from the Regent collection features a luxurious total of 2.34 carats of rare Argyle pink diamonds. It is sold as a set with earrings, a pendant, and a ring, all of which are also made with Argyle pink diamonds. All diamonds are ideal cut. Automatic movement. 18KWG case (38mm x 32mm). Price: 5390 yen (including watch, earrings, pendant, and ring).
On the other hand, the positioning of the brand he is aiming for also shows that it will go beyond being just a "special diamond watch made by a long-established diamond maison."
"I've been deeply involved in the diamond business. The brand entered the watch business in 2006, but my father was a watchmaker who was trusted by the emperor of Ethiopia, so I grew up surrounded by watches. I love watches. That's why I can position this brand as 'both a watch brand and a diamond jewelry brand.' I would like to create jewelry that complements diamond watches, with diamond watches as the core."
Of course, there are several brands that produce both watches and jewelry. However, most of these brands are jewelers, and jewelry remains their main product. However, diamond maisons Backes & Strauss and Valquez Canajian aim to be brands that focus on diamond watches.
Finally, Kanajan said, "Right now, I'm deciding on the brand strategy and direction together with my son. As his successor, I'd like to leave the brand to him." However, as he spoke enthusiastically about the products and the brand, it was clear that he is still a capable and active CEO.
