BOUCHERON
CASE STUDY
CHALLENGE
In October 2018, in anticipation of their grand reopening of the Hôtel de Nocé on Place Vendôme the following year, the legendary jewelers founded in 1853 by Frederic Boucheron decided to reinforce their efforts in Italy, an important European market in terms of sales and image. Boucheron established a retail presence in the most prestigious jewelry and watch stores in Milan and Rome. We were appointed to swiftly develop brand awareness and visibility in Italy as their PR agency for press and public relations, on the strength of our expertise in Jewelry & Watches, as well as across the sectors of Fashion, Lifestyle and Design. We also have the benefit of local knowledge and presence, with headquarters in both Milan and Paris and a network of potential clients.
OUR WORK
We organised a teaser preview of the legendary Paris flagship for key editors, followed by an invitation for editors-in-chief and fashion directors to the much-anticipated exclusive VIP reopening of the legendary Maison. We scheduled one-on-one meetings with the CEO and Creative Director during Haute Couture in January, in order to present the renovated premises, the in-house atelier and the new collection. A concerted emphasis was placed on follow-up in order to harness the exposure. In April, we presented a preview of the new high jewelry collections which will be launched by Boucheron during the Summer Haute Couture to selected key editors, stylists and influencers. We also organised press days in Milan at Pisa and in our Milan showroom. We communicated on VIPs wearing Boucheron, which includes the Red Carpet placements for the Cannes Film Festival. The campaign is ongoing.
RESULTS
We have generated extensive coverage in the Italian media, ranging from story-rich editorials to high-profile product placements in leading publications, both on and offline, to the above-mentioned celebrity endorsements. Our expert presentation and one-on-one meetings established in-depth knowledge about the collections and the brand. On the whole, our efforts successfully promoted and developed the name, core values and universe of Boucheron, established and reinforced relationships between the brand and key editors, influencers and opinion leaders at the highest and most effective levels, and created a genuine, sustainable buzz among those ‘in the know’. Boucheron has since recorded excellent sales in Italy, which has become one of their most important European markets. We look forward to further consolidating the success of our collaboration.
