Is it real that Louis Vuitton cuts 80% of watch lineup? Yes. According to WWD, Louis Vuitton(PARIS: MC.PA - 1.17%) is planning to change its approach to watchmaking by reducing 80% of its present product selection to focus on upscaling its upcoming items.
The transition will be finalized in September with the debut of a new Tambour timepiece that features a three-hand design that is based on the structure of the company when it was initially created. The design was inspired by the original structure of the brand.
The most noticeable alteration, on the other hand, is the fact that the cost of the model has multiplicatively increased by a factor of five.
The following is what Jean Arnault, director of watches for Louis Vuitton, said to the outlet:
It’s not a revolution for the market, but it’s a revolution for us because of everything we are retiring and a new price point. On the scale of the brand, it’s a small gamble, but for Louis Vuitton watches, it’s truly a radical change. Going from a 4,000 euro price average to the 20,000-and-up range in one go is a daring gamble. It’s true that we have a lot of unknowns in doing this.- Jean Arnault
The French luxury house will reduce its collection of more than one hundred watches to only twenty current references. These will include a selection of women's watches, the Tambour Horizon Light Up watch, the Tambour Street Diver watch, and five new designs for the Tambour brand.
According to Arnault, the purpose of the company's decision to decrease the number of watch product alternatives available is to emphasize the brand's unwavering focus on developing high-end timepieces.
Our goal is not to put a watch on everyone’s wrist. It’s to ensure that our historical collectors, our brand aficionados can recognize themselves in a more entry-level high-end watchmaking piece.- Jean Arnault
18 months ago, the manufacture of the canceled timepieces at Louis Vuitton was paused so that the brand could better prepare for this shift. It will not be until September before new models are made available, such as the new Tambour 40mm watch.
Notably, the unisex wristwatch will be offered in steel, steel-gold, solid 18-karat yellow gold, and rose gold variants, with prices starting at €19,500 EUR for each. It will also be available in two colorways made of steel. A first impression can be gained by looking at the design in the gallery that is located above.