A couple in love meeting on a bridge in Paris, a fairy singing above the clouds… We met with Jean Bienayme, the International Marketing Director of Van Cleef & Arpels, a brand that presents time in a poetic way.
Van Cleef & Arpels is a brand that blends watchmaking and high jewelry. Where does the inspiration come from? How do you integrate the term of “poetry” into timepieces?
Van Cleef & Arpels’ timepieces are inspired by the history of the Maison and the many sources of inspirations gathered over time: love stories, enchanted nature, poetic astronomy, fairies and ballerinas, couture and of course luck. They fully showcase the identity of Van Cleef & Arpels, whether it is in the High Jewelry and jewelry creations, or in the timepieces and objects. In the history of the Maison, stories are very important, and there is a strong connection with the idea of the longer time. We are trying to create watches that are a perfect blend of fine watchmaking, jewellery and craftsmanship. The technical elements remain in the background in order to highlight the story we wish to tell, along with our expertise craftsmanship, such as enamelling, miniature painting, engraving or gem setting. This unique vision is what we called “Poetry of Time”, a rather abstract concept but it’s the idea that we want to look at watchmaking. Instead of starting with movements, cases, products or design, we start with something that’s more an inspiration to give life to enchanting creations and poetic stories: a fairy telling the time seating on a cloud, flowers opening according to the hours, lovers meeting and kissing on a bridge…
Could you tell us about your novelties in Watches and Wonders 2025?
For this year’s Watches & Wonders, we took the opportunity to pay tribute to Paris, the city where Van Cleef & Arpels is born 1906 at 22 Place Vendôme, where one of our flagship boutiques still stands. The city has inspired our identity and creations through its atmosphere, culture and love stories. It is linked to one of our beloved thematic, the love stories, in which we welcome new Lady Arpels Pont des Amoureux in landscape evoking moments of the day. To continue the story of this collection, the Maison has imagined a new chapter, where our lovers meet in a Parisian 19th-century scenery, with the Lady Arpels Bal des Amoureux Automate. For the first time, we have also presented an automaton within the love thematic: Naissance de l’Amour automaton, featuring a little cupid. And of course, this Paris’ inspiration theme is also a way to talk about our High Jewelry expertise with jewels that tell the time, introducing a new Cadenas and a new unique watch called Ruban Mystérieux.
Are there any watches that you particularly like?
Among those creations, the Lady Arpels Bal des Amoureux Automate watch is one of the Maison’s timepieces that best embodies the Maison’s vision of watchmaking. This creation reflects our identity as a storyteller, as it continues the story begun on the Lady Arpels Pont des Amoureux watch. More than a new stage in the lives of our characters, this piece reflects the union of watchmaking expertise and artistic engineering, which together give life and movement to the scene. Combining different savoir-faire is deeply rooted in Van Cleef & Arpels’ DNA and in its approach to the jewelry and watchmaking professions.
Winning the Ladies Complication Watch Prize award with the Lady Arpels Brise d’Eté in such a prestigious event that is GPHG, that brings together many watchmaking Maisons is a great privilege and a real celebration. It recognizes Van Cleef & Arpels’ history as a watchmaker, its savoir faire, but it also pays tribute to the craftsmen’s constant commitment. This watch really encapsulates Van Cleef & Arpels’ concept of Poetry of Time, with a unique and narrative vision of time. Since its very early days, in 1906, the Maison has constantly cultivated specific sources of inspiration but also tried to push the boundaries of innovation. This may be the reason why we were awarded many times the last few years. We think it is important to stay aligned with our history while remaining inventive. It’s a subtle balance we try to remain deeply rooted in. The goal is to respect our traditions and identity, in terms of inspiration and craftsmanship. This is why we are committed to keep rare skills and savoir-faire alive, notably in our watchmaking collections. But innovation in a contemporary approach has always nurtured Van Cleef & Arpels’ creativity. The Maison is looking for new techniques and ways to improve its processes. Not especially to speed them up – because good creation takes time – but to ever improve the quality of our pieces, so that they keep on enduring the test of time and create enchantment. Thanks to all these elements, we are able to offer new ways to tell stories and to arouse emotions.
