A global partnership strategy to bring connoisseurs together around the world
Services
Brand analysis
Brand experience strategy
Sponsorship strategy
Activation strategy
Strategic consulting
Performance measurement
Client
Vacheron Constantin
Categories
Sponsorship strategy
Sponsorship activation
Challenge
Conduct an in-depth analysis of the Vacheron Constantin brand universe in order to define a coherent brand experience strategy brought to life through strategic partnerships and event activations—setting the brand apart within the luxury watchmaking industry.
The objective was to turn brand identity insights into an actionable brand experience roadmap by identifying the most relevant partnerships to embody the values and expertise of Vacheron Constantin, while supporting the brand in approaching and building these strategic collaborations.
Strategy
In-Depth Brand Universe Analysis
Our approach begins with a comprehensive mapping of Vacheron Constantin’s DNA—identifying its codes of excellence, core values, and natural territories of expression. This framework helps define partnership selection criteria aligned with the Maison’s authentic identity.
Brand Experience Strategy Rooted in Art & Preservation
Once the brand’s essential values were clarified, we identified a natural alignment with the world of art. The resulting brand experience strategy centers around the relationship between heritage preservation and contemporary creation—perfectly reflecting the watchmaking DNA of the Maison.
Differentiation Through Authentic Associations
In a sector where watch brand partnerships are ubiquitous, our strategy prioritizes authenticity over mere visibility. This approach fosters legitimate and memorable brand experiences that sustainably reinforce the Maison’s artistic image.
Activation Potential & Synergy Assessment
The analysis includes a systematic evaluation of activation potential for each identified partnership, as well as synergies between them—allowing Vacheron Constantin to maximize the impact of its investments.
Solution
Structured Brand Experience Strategy Across 3 Territories
Our solution transforms brand analysis into a concrete strategic roadmap:
Fundamental Brand Identity Audit
- In-depth review of historical codes and core values
- Identification of natural territories of expression
- Mapping of affinities between watchmaking and other cultural domains
- Definition of authentic partnership selection criteria
- Selection of a focused set of brand values to embody
- Development of an overarching brand experience narrative
Strong Affiliation With the Arts: Preservation & Creation
Core Axis: Artistic Heritage Preservation
- Identification of partners in conservation and restoration of artworks
- Association strategies with prestigious museum institutions
- Collaboration around the safeguarding of ancestral artistic know-how
Complementary Axis: Support for Contemporary Creation
- Selection of contemporary artists aligned with values of mastery and innovation
- Expansion of the brand universe through multisensory artistic creation (sound, scent, design)
- Partnerships with creators exploring time and permanence
From Partner Identification to Strategic Approach
- Shortlisting of 15 potential partners based on defined criteria
- Activation potential assessment for each partnership
- Analysis of cross-synergies among identified partners
- Support in initiating and negotiating priority partnerships
- Assistance in the detailed development of activation plans for each collaboration
Defined KPIs to Assess Brand Experience Performance
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Implementation of a performance measurement system for partnerships (KPIs, tracking dashboards)
Results
Confirmed Strategic Impact
The brand analysis revealed Vacheron Constantin’s natural affinity with the arts and transformed this insight into a brand experience strategy focused on preservation and creation. The emphasis on a refined set of brand values enables the Maison to build authentic partnerships within the artistic world. This targeted approach offers Vacheron Constantin a unique positioning in the watchmaking sector while driving measurable commercial performance.
3
territories
15
proposed partnerships
7
KPIs
+10
events