[Interview] Bvlgari Group CEO Jean-Christophe Babin

A shrewd executive explains the reason behind his decision to withdraw from Baselworld and his outlook for the post-COVID era

　Bvlgari is not only making waves with its slim watches, but has now come to influence the outcome of watch fairs. The group is led by Jean-Christophe Babin. The company has remained relatively strong even amid the COVID-19 pandemic, so how will it develop its business going forward? Before discussing business, he spoke about Bvlgari's focus on supporting medical personnel.

Jean-Christophe Babin
CEO of the Bvlgari Group. Born in France in 1959. After earning an MBA from business school, he worked for a consulting firm before being appointed CEO of TAG Heuer. He has grown the company with his outstanding skills. He assumed his current position in 2013. He has been instrumental in putting Bvlgari back on a growth trajectory by improving the quality of its interior and exterior and by conveying a clear message. He is currently also focusing on social contribution.

"Currently, Bvlgari is providing 3D microscopes to hospitals in Italy. We are also using a perfume factory in northern Italy to produce hand cleansing gel, which we are shipping to our home country of Italy, which has been hit hard by the coronavirus, as well as to Switzerland and the UK. These are not business ventures, but donations. These are difficult times, but this is our responsibility as a company. Protecting people comes first."

While practicing "noblesse oblige," Bulgari is also taking steps to prepare for the "post-COVID-19" era. One of these steps is withdrawing from Baselworld.

"Withdrawing from Baselworld was a cost issue. Instead, we intend to hold Geneva Watch Days in late August. The final decision to withdraw was made because five major brands have left Basel. With Rolex and Patek Philippe gone, the number of visitors to the watch fair will decrease significantly. This will also affect Bulgari's image. Taking these factors into consideration, and after speaking with Stéphane Bianchi, CEO of LVMH's Watchmaking Division and CEO of Tag Heuer, we have decided to withdraw from Basel."

　So what will happen in 2021?

"Bvlgari would like to take part in the trade fair to be held in partnership with the FHH (Fondation de la Haute Horlogerie) at the Palexpo in Geneva in early April. Baselworld is the symbol of the Swiss watch industry, with everything under one roof. We are based in Neuchâtel and would like to be based there, but the Geneva trade fair would be a good option."

　It seems that Bulgari is hoping to participate in Geneva next April. So, what about e-commerce initiatives that companies are focusing on amid the COVID-4 pandemic?

"E-commerce is booming in times like these. Online, 24 hours a day, 7 days a week, you can buy anything you want. However, boutiques and e-commerce will likely have a complementary relationship. In Japan, 70% of customers look at product information on the Bulgari website, then try on a watch in the store, look at it again when they get home, and then decide they want it and buy it. If you need to adjust the bracelet on your watch, you can go back to the store and have the bracelet adjusted over a cup of tea, for example."