Raymond Weil is one of those big names in watchmaking that is relatively little known on the French market. However, this brand still in family hands, which will soon celebrate its jubilee (50 years) was among the very first to offer, from its creation, beautiful Swiss watches at affordable prices.
Today, this Geneva watchmaker is returning to the French market with a renewed offering, notably with the development of its particularly successful Millesime collection with its vintage-chic design and affordable prices!
A price segment (around 2,000 euros) that its main competitors have abandoned to “move upmarket” and above all, increase their prices… With, in the end, real losses of market share! Which leaves room for Raymond Weil to establish himself in the windows of multi-brand retailers!
Remember that Raymond Weil, which will soon celebrate its 50th anniversary, is the last brand of this size to still be managed by the founding family and to belong 100% to this same family.
Indeed, Elie Bernheim (the CEO of the brand for ten years), is the grandson of Raymond Weil who founded his eponymous brand in 1976. Since then, the company has given pride of place to the “arts” by regularly highlighting in its collections: music, painting and of course, the art of watchmaking.
It was Pierre-Olivier Liard, through his Compagnons des Manufactures structure, who was chosen to represent the brand on the French market.
With more than ten years of experience in stores and as a sales manager (ex Misterchrono and Oris), his objective is clear: to build, manage and monitor a network of around forty points of sale in the territory by not working than with the leaders of their zone.
« The watch industry is experiencing significant changes in its distribution, both in terms of brands and points of sale. » explains Pierre-Olivier.
And to specify: “ some brands choose to move upmarket while reducing the number of points of sale and consequently, cut themselves off a little from their historical customers; others choose to assert their position while maintaining close contact with the end customer and distribution, this is Raymond Weil’s strategy and what attracted me to their project ».
Last spring, Raymond Weil (who has been exhibiting at Watches & Wonders since 2024) presented his new Millesime collection which received a warm welcome from the profession. Both by its design and by the quality of the products and their price positioning which form an ideal trio to attract French customers.
*The latter also offers distribution strategy consulting and sales team training.
