METAL - SPECTACLES

The assertion of a personality, of a style, and of an image. In the age of the dinosaurs of the luxury world, the CHARRIOL brand has to fight even harder than most, that’s the least we can say, to make its image and products known and renowned,… to better assert its individuality and personality: Philippe Charriol became CHARRIOL, written vertically, Geneva appeared systematically to underscore its aristocracy, plumb became the emblematic colour, developments focussed around strong conceptual themes - Colvmbvs, Celtic, Megève - with a more prestigious product portfolio, introduction of gold jewellery, particularly the Coralie line (name of Philippe Charriol’s daughter, the line’s muse and egeria), the boutiques  (40) and corners (460) were renovated around a wood-chrome-stone theme, promotional strategy centred on the triptych brand-product-colour…

Let’s “zero in” on the notion of a more prestigious product portfolio.  This means that new developments will focus not just on steel, but on steel and diamonds, gold and steel and, particularly, on solid gold - in both watches and jewellery.  For instance, the 18 kt Colvmbvs and Megève watches are now accompanied by 18 kt jewellery and diamonds.  In short, lines of 18 kt jewellery, emanating from watchmaking concepts, will rub shoulders with the Coralie line, whose spontaneous approach will be charmingly different.  CHARRIOL has at last metamorphosed its vocation, becoming both Watchmaker and Jeweller.   

This steady evolutionary effort has enabled it to enter the new century with the means it needs to face this change in the competitive environment.Charriol is an independent brand in every sense of the term - as much in name as in creative spirit.  For it is the brand of a single man, who founded the Company almost 20 years ago, Philippe Charriol. 

The example of the Charriol brand again gives a meaning to individual enterprise and individual expression: and that’s just one of its qualities.

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