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Pinnacle of luxury

Bulgari CEO Jean-Christophe Babin wants to make his company the most desired luxury brand in the world, driven by extraordinary jewellery and watches. By Tay Suan Chiang

ONE is worn on the wrist to tell time, while the other is worn on other parts of the body as a decorative piece. But to Jean-Christophe Babin, there is little difference between a horological masterpiece and haute jewellery, save for the type of materials.

"Both are luxury goods," says Mr Babin, who was CEO at Tag Heuer for 12 years, before becoming CEO of Bulgari last year. The two brands are under luxury goods conglomerate LVMH. "Jewellery is made of natural gems and stones. Watches use gems and precious metals, but mostly crafted from metal components and alloys," says Mr Babin. "They cater to similar consumers."

He acknowledges that the expertise required to make a watch or a piece of jewellery...

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