Bradley Cooper will make his debut with a campaign video directed by Oscar-winning filmmaker Damien Chazelle highlighting the Tambour Twenty wristwatch.
Bradley Cooper
“We always wanted a campaign that wasn’t just Bradley Cooper’s face set against the New York skyline. We wanted something deeper than that,” said Arnault, comparing the storyline to Vuitton’s progress to young adulthood in watchmaking. “The reason it works is thanks to the genuine connection between Bradley and Damien, and all the talent that flows from that.”
While Vuitton produces an “extremely limited” number of high-end watches each year, Arnault described the activity as the “main pillar of growth” for the business, which draws much of its expertise from Michel Navas and Enrico Barbasini, the founders of La Fabrique du Temps, the high watchmaking workshop acquired by LVMH in 2011.
Arnault declined to say how many timepieces Vuitton produces overall, beyond saying it was in the same ballpark as Zenith, and connected watches account for close to half its output. “There’s an enormous amount of know-how and work that goes into the conception and creation of a connected watch — more than three or four years per iteration,” he said.
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