Patek Philippe and the sweet smell of success
Clients who visit the Patek Philippe Salons in Geneva will notice an exquisite new fragrance as they enter the company’s historic boutique on the Rue de Rhone. At first it is difficult to tell whether this unusual scent is coming from the exotic flower arrangements that decorate the reception area or, whether it’s a lingering perfume from a client who has just left the store with a smile and a brand new timepiece.



In fact, this elegant fragrance, baptized Grand Quai (which was the original address of the Patek Philippe Salons), is the invention of Petra de Castro, Director of External Relations for the Salons, and Daniel AndrÉ, independent perfumer. The fragrance is diffused throughout the boutique to create a welcoming smell. The mix of different elements to create the perfume was inspired by the restoration of the Salons, such as leather, different woods and watchmakers’ oils that mingle together.
We are so dominated by our sense of sight that our other senses hardly come into play when purchasing a new timepiece, or do they? Touch is important, the weight of a watch, how comfortable it feels on the wrist etc. and the sound of a minute repeater will always be vital to the connoisseur, but no one will ever enjoy the smell of a timepiece like they might appreciate the smell of the interior of a new car, for example.
Like luxury itself, smell is emotional. Who hasn’t suddenly caught a certain whiff of something and been transported back in time in an instant? It could be the scent of a long lost lover’s perfume, or the aroma from our grandmother’s kitchen. One whiff and memories that we thought we had forgotten forever come flooding back. The technical term for this phenomenon is olfactory-evoked recall and it has been scientifically proven that smell is one of the most powerful senses in recalling memories as it has a direct pathway to the part of the brain that governs emotions and memory. So creating a fragrance to match the happy moment of a new purchase is subtle but incredibly smart.
To celebrate this new Patek Philippe fragrance, the brand has created a special event entitled Heures et Senteurs, Hours and Fragrances in English, that presents a collection of historical perfumes next to timepieces and precious objects from the same period. The promenade through the exhibits starts in 1853 with Eau de L’ImpÉratrice from Guerlain which is exhi-bited alongside a pendant watch (No. 4719) which was owned by Britain’s Queen Victoria and a selection of other pendant timepieces from the same period in the form of violins and mandolins.
Twelve display units present the years that were historically important in the history of perfume and the history of Patek Philippe’s feminine timepieces. There are famous perfumes from Guerlain to Cabochard, Caron, Nina Ricci, HermÈs, Paco Rabanne and Shiseido. This exhibition was made possible thanks to the master perfumer Daniel AndrÉ and the rich collections of timepieces in the Patek Philippe museum that are on loan to the boutique for the duration of the event.
The event was a huge success with Patek Philippe’s female clients and the company hopes to repeat the experience in some of its other boutiques. A unique event like this is an original way to reinforce the bond between one’s clients and the brand. It isn’t a short-term sales booster, it’s a long-term relationship builder. The return on investment is impossible to calculate but it’s definitely there, as every person at the event now feels much closer to the brand they love and admire.
As for the Salon’s new decorative perfume, when asked whether sales had been positively influenced by the fragrance, Petra de Castro admits that out of all the clients she had questioned, no one had expressed a dislike to the new fragrance and that sales had been exceptional since its launch. Whether this is due to the beginning of the end of the recession or the new fragrance, she couldn’t tell, but it’s good news either way!

Retailer Innovations: Part 2, Retailer Innovations: Part 3


Source: Europa Star December-January 2010 Magazine Issue

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