Graham exemplifies integrity

The long-awaited Geo. Graham Tourbillon debuted during Baselworld 2015 and it does not disappoint. Joining the ranks of coveted thin watches, the striking timepiece is a slim and sleek automatic model, expertly crafted by Graham, which has managed to shave millimetres off thanks to the integration of a micro-rotor. Apart from this amazing talking piece, Graham had more highlights to celebrate this year

Outside of the fantastic presentation of 2015 novelties, ‘Day & Night’ magazine had the opportunity to chat briefly with Founder and Member of the Board of Graham SA, Eric Loth, about the brand’s Hong Kong boutique and Graham’s growing popularity in the Middle East. Loth additionally expounded on other insightful details concerning the business.

Tell us about the Graham boutique that was recently opened in Hong Kong
We opened the boutique in July 2014 in central Hong Kong and it is fully owned by Graham. There were three reasons behind the opening of this boutique; one was to clearly demonstrate the growth of Graham, and that we are still getting stronger. The second reason was to develop a new concept. There are a number of challenges associated with opening the first boutique, the greatest of which is figuring out what it will ultimately look like. We did not want it to be too old fashioned, with the interior being designed with too much of wood, like so many other boutiques; we wanted it to be filled with light and presented in a clean-finished environment, because the products are strong enough on their own. And finally, the third reason behind the boutique is that it is a very good and interesting way for us to understand the opinions of potential customers. I receive a daily report documenting who has visited the boutique, what was the response from these visitors, where they come from, their knowledge of the brand – and this helps us to learn a lot about ourselves. 

Are there any plans to open more boutiques in the future?
Yes, there are some big plans in place which will be revealed in due time.

With Russia’s spending power slowing down, it is affecting tourism in the Middle East region. How would you rate business for Graham in the Middle East at the moment?

I think that business has been quite steady for us, we cannot complain too much. In the Middle East region the brand has never only targeted tourists, we have a significant following from local people in the region. We may see a small dip in the sales figures, but I do not think that it will hugely affect us. Last year we made a special edition, the Golden Dune, which has been a real success in the Middle East. We sold many pieces across the region, the 250 pieces have all but sold out in less than a year. I believe that this particular product has aided in supporting greater brand visibility for Graham in the region. Another positive sign for brand in the region is a story I recently heard about one of the region’s great leaders gifting another Middle East leader with Graham’s Black Arrow. We are very proud that, because it is a sure indication that the brand is well-known in the region, even by the most important people there. The challenge now is to ensure that we continue to retain our relevance in the Middle East, which can be achieved through special products for example. The other challenge is not to depend too much on tourism, but to still attract the tourist market. We will continue to nurture our incredible long-term relationships with our retail partners in the region to maintain good business in the Middle East and meet these challenges head on.    

Will you look into creating more or similar versions of the Golden Dune, with the traditional Arabic numbers etc., because of its success in the region?
You should never spoil something that is a success in this business by making the same thing twice or three times. We will have to work on new ideas and try them out in the market. We could do a different version with the Arabic numbers, or we could do something completely different. When you make a limited addition, the least that you can do for those people that buy it is to honour your commitment. If you sell something as a limited edition, you have to ensure that it stays that way. It’s interesting, because many of the models that we made years ago are still in demand – this is what makes the brand a success, the important thing is to guarantee your credibility to your customers.

Apart from the collectors, who are Graham’s core customer base?
In most cases I would say that our customers are entrepreneurs, they can vary from small, medium or large-sized enterprises. They are people that are completely independent, they have built up their own businesses and they like to obtain items that are different, items that set them apart. They are also very detail-oriented people, they therefore tend to be more demanding when it comes to quality, which is why our watches appeal to them. Then there are people who become customers simply because they like the brand, the style of the watches, the technology within and the expertise and craftsmanship that goes into each timepiece.