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.
