Richemont clarifies goals for beauty, watches and relations with the press
Demand for watches globally appears to have passed its peak and many watchmakers have cut production, Johann Rupert, Richemont’s chairman, said at the group’s annual shareholders’ meeting in Geneva on Wednesday. Backtracking on plans announced a year ago, the South African billionaire also said that the group was no longer planning to create a beauty unit.
“I think I was wrong in calling it a division – it’s more of a coordinating role,” Rupert said in answer to questions from Miss Tweed about the mooted plans to create a stand-alone beauty business.
More broadly, Richemont’s chairman warned about the state of demand. “Watches globally have gone past the boom,” he said.
“Last year, we were the only luxury goods company who would caution that it would take longer for China to rebound,” he added. “We’ve proven to be correct. It is taking longer. We more than ever stick to this view even if I continue to very much believe in China’s long-term prospects. Demand from the American and European clientele has been remarkably resilient, but it may turn volatile, more so in the United States until the outcome of the presidential election.”
Those geopolitical and macroeconomic concerns may be behind a less than smooth development of beauty, not just at Richemont, but also at other groups, like Kering.
BEAUTY
A year ago, Rupert appointed Boet Brinkgreve to the role of CEO of a newly created division called Laboratoire de Haute Parfumerie et Beauté. Rupert made the appointment on his own without consulting many people, industry sources say. Similarly, in February last year, Kering announced the creation of a beauty division to develop the category for many of its brands. The French group has not been very vocal on progress or on its ambitions in that area ever since.
There are signs things may not be going according to plan at Kering either. This month saw the resignation of Sarah Rotheram, CEO of Creed, the high-end perfume brand on which Kering spent €3.5 billion last year, making it the most expensive deal in recent history. No explanation was given for her exit, but the fact that no replacement has been lined up could mean that it was not planned and that Kering was not able to hold her back.
Meanwhile, Bottega Veneta launched a candle collection in the spring and aims to launch new fragrances by the end of the year. Beauty is a volume business. Success depends on having the right distribution. LVMH is already a big player in beauty with many brands, such as Christian Dior, Celine, Guerlain and Givenchy. It also has its own distribution network with Sephora and the travel business DFS.
Brinkgreve joined Richemont from the nutrition, health and beauty company DSM-Firmenich. It’s not clear what he has achieved since joining, nor what experience he has in retail since he was in charge of ingredients and procurement at DSM-Firmenich. “There are various contracts with various companies,” Rupert said, explaining to the annual general meeting the steps that Richemont has taken into beauty. “We run autonomy of maisons but somebody needs to coordinate in terms of distribution. Are our products overdistributed, underdistributed and where they are distributed? So, it’s not like we are going to go and do this,” Rupert said referring to plans for beauty. The group’s brands with perfume products include Cartier, Van Cleef & Arpels, Chloé, Alaïa, Montblanc and Dunhill.
Rupert also answered a question from Miss Tweed about the group’s Specialist Watchmakers division and why the CEO position at many brands, including Montblanc and Roger Dubuis, has been left vacant for months. It’s not yet clear who will replace Catherine Rénier, who was CEO of Jaeger-LeCoultre and started this month as CEO of Van Cleef & Arpels. It’s also not clear who will replace Louis Ferla, who was CEO of Vacheron Constantin and has just begun as CEO of Cartier, Richemont’s most important brand and cash cow. One key question for investors regarding Cartier is whether it will continue to focus on best-sellers or launch new collections. Rupert seemed to be satisfied with the status quo: “Cartier have very successfully concentrated on iconic pieces, whether it be the Santos or Ballon Bleu, and it has worked. Cartier has had very strong resilience.”
TRANSITION
Concerning the CEO posts left vacant, Rupert said: “The posts will be filled soon but we are in the process of transition.” He explained that his priority was first to establish the group’s top leadership, with Nicolas Bos, former Van Cleef & Arpels boss, as group CEO, and with Ferla at Cartier and Rénier at VCA. Now that this triumvirate is in place, Rupert said, other nominations will come. “We have undergone a very smooth transition,” he said. “It took me a long time to seduce Nicolas… And that sets off a trigger and a series of events. I am not concerned about the succession there.”
One job that may evolve is that of Emmanuel Perrin, who oversees the group’s Specialist Watchmakers division. His deputy, Michael Guenoun, who was in charge of Richemont’s TimeVallée multi-brand retail chain, has become CEO of Baume & Mercier, one of the group’s weakest brands. Guenoun has not been replaced, making some wonder whether Perrin, his former boss, might not move on as well. Miss Tweed asked Rupert specifically about whether the corporate structure of the watch division was likely to change, but he ducked the question.
Managers at Richemont’s watch brands and at Cartier have been complaining about excessive corporatism, mutualization of costs and interference of the group into their affairs, blocking the flow of initiative and the realization of projects. Rupert often approves projects but afterwards they do not get the budget needed to finance them, insiders say, resulting in frustration and killing creativity and the desire to try out new things.
The watch industry, Rupert told shareholders at the AGM, “has to understand that you cannot just launch more and more, newer and newer watches when the total market led by mainland China is subdued…The Chinese economy is slowing down. That will have an impact on the feel‑good factor, and people are less inclined to spend and to show.”
Rupert said that many watchmakers, including privately held ones, were “acting very responsibly and constraining production.” Miss Tweed reported earlier this month that many brands, including LVMH brands, Breitling, Ulysse Nardin and Girard Perregaux, had put some of their staff on part-time work to save jobs and benefit from government help. In light of the current difficult context, Rupert said, “I don’t think the watch division is underperforming,” a point Miss Tweed had raised as an introduction to the question.
OPENNESS TO DIALOGUE
The answers marked the first time Rupert had replied to Miss Tweed’s questions since the news website was launched in 2020. Dozens of emails to Rupert, his executives and his entourage have gone unanswered, and requests for dialogue have been ignored.
In this case, Miss Tweed was speaking to Rupert as a shareholder of Richemont. Having been banned from all Richemont media events and press conferences for the past four years, Astrid Wendlandt, Miss Tweed’s founder and editor, bought one share in order to attend the annual general meeting. In replying to Wendlandt’s questions, Rupert made clear to the AGM that he was aware of her relationship to Miss Tweed.“Yes, I know exactly who you are, Astrid,” Rupert said.
Rupert said that Richemont did not ban journalists. Speaking in front of his shareholders, he told Miss Tweed several times: “You are welcome.” He said that journalists who complain about not having access are those who criticize him, the group and his managers. It does not work, he said, when his colleagues “have been criticized a week before and you know, you criticize them one day and the next day you want to come for dinner.”
Rupert’s message was that journalists who write critically about the group and its executives cannot expect to be welcomed. This reflects an industry-wide problem with independent media. For many years, luxury brands have been telling journalists what they should write in exchange for advertising revenue. Independent outlets that cannot be controlled are regarded as a menace – which is unfortunate.
Miss Tweed is a member of the jury for the 2024 Temporis Awards for the best watches, but for three years has been banned from the Watches & Wonders annual fair in Geneva. None of the brands nor the group are allowed to respond to Miss Tweed’s emails or talk on the phone. Richemont staff have been vocally discouraged from “liking” any content Miss Tweed posts on social media or subscribing – creating an economic prejudice against Miss Tweed.
Miss Tweed is at a disadvantage here because it’s small. Bloomberg’s Geneva correspondent did not need to buy a share to attend Richemont’s AGM on Wednesday. That’s not a level playing field. Professional media organizations should be able to play by the same set of rules regardless of their size, particularly in major areas of the economy such as the business of luxury and fashion. When the European Union last year strengthened laws protecting freedom of speech, it noted that “media freedom and pluralism are a vital part of democracy and of the fundamental rights of EU citizens. True democracy is not possible without a free media scrutinizing those in power.”
Some institutional shareholders have told Miss Tweed in private that Richemont cracking down on the independent press sends a negative signal about the group’s corporate governance. They say it means that the group does not feel accountable to those who question or criticize its ways.
In this regard, Le Figaro features a relevant quote at the top of its front page, just beneath the newspaper’s name: “Without the freedom to criticize, there is no true praise.” The quote is from Beaumarchais, the writer and founder of the society of authors and authors’ rights legislation in France.
Rupert offered to give Miss Tweed a list of all of its unfair, inaccurate reporting on himself, his managers and the group as a whole. We welcome this initiative. It would be good to know so that Miss Tweed can correct any inaccuracies and attempt to remedy any wrong. Should Richemont be open to dialogue, there are many subjects on which Miss Tweed’s readers would like to know more – such as the arts and crafts Homo Faber biennial fair in Venice, the Creative Academy in Milan and topics concerning the preservation of the environment. At the end of the AGM, Rupert gave Miss Tweed his word that such a meeting would happen. Let us hope that this meeting does indeed take place.
Here is the link to the video posted on Instagram of Astrid Wendlandt asking questions to Johann Rupert during Richemont's AGM in Geneva on Sept.11.