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Luxury

Dior: Can A Couture Giant Sell $8,500 Watches to Men?

Christian Dior Couture hopes to reinvigorate its watch division by relaunching its early 2000s Chiffre Rouge line — this time with fancier complications and a price to match.
The new Dior Chiffre Rouge collection
The new Dior Chiffre Rouge collection. (Thue Nørgaard)
By
BoF PROFESSIONAL

While Rihanna, Zendaya and Jennifer Lopez were making the noise at the couture shows in Paris last week, at its Avenue Montaigne store Dior’s luxury watch division quietly unveiled a collection of high-end Swiss-made mechanical watches. The brand — whose sales of categories like fashion, perfume, jewellery and homeware have boomed in recent years — hopes it can now inject some much-needed zip into its watch division.

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Further Reading

Exclusive: Audemars Piguet’s Maverick CEO Gets the Last Word

François-Henry Bennahmias faced down doubters as he leveraged popular culture to transform Audemars Piguet’s business. Ahead of his departure from the now-$2.6 billion brand next week, Bennahmias revisits his triumphs and setbacks, and hints at his start-up ambitions.

Inside the Changing Landscape of Swiss Watch Fairs

At Geneva Watch Days 2023, CEOs of Bulgari and Breitling fuelled the fire of an ongoing rivalry with Watches and Wonders. The comments come as Swiss watchmaking’s calendar fills up with more events both in Switzerland and abroad.

About the author
Robin Swithinbank

Robin Swithinbank is a contributing writer at The Business of Fashion. Swithinbank is a London based journalist, editor, and speaker who specialises in luxury watches.

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