Graduated with an engineering degree and a master’s degree in finance, Alban du Mesnil has made his way to the Maison Cartier. In November 2017, he became the co-leader along with Cartier in establishing a new subsidiary for the house in Saudi Arabia.

During the launch of Cartier’s Clash jewelry collection in the Kingdom, Azyaamode got the opportunity to meet with him and discuss a few points about the collection, the role of jewelry in the region, as well as Cartier’s place in the Saudi market.

As Cartier’s Managing Director in Saudi Arabia, what is the Maison’s place in this market?
I think what is particularly striking is the fact that amongst all the luxury brands, Cartier has a long-standing relation with the region. As you know, Jacques Cartiervisited the region 100 years ago, and he came back with friends and stories. He also brought with him many inspirations like beautiful Islamic art inspirations that we still see today in our patrimony. We keep on repeating this story, and it shows that beyond just being opportunistic or recent, it is really a very long common history. So, I think it is a very particular relationship with the region, and one year and a half ago we decided to move faster, further and to have a direct presence in Saudi Arabia. For us, it’s an important market and it was the right time to make this step because we were able to observe all these changes in the past years which happened in the Kingdom in particular. We are also willing to elevate the quality of service to the worldwide standards of excellence, like in Paris.

To what extent are the Maison’s values in line with the taste of Saudi women in jewelry?
I think we have many opportunities to meet our clients during events and boutique-focused groups. So the purpose is precisely to know what perception makes the maison more relevant to them. The constant feedback that we receive is that for them Cartier is really the luxury reference in jewelry. I also remember one of the feedbacks we received 6 months ago was quite amazing from a Saudi lady: she was telling us that Cartier is a passport to be a woman in Saudi Arabia. I think that says everything and today we have a special position in the Kingdom.

In your opinion, how will Arab women react to modern and unconventional jewelry designs such as the pieces of the new Clash collection?
We are modest, of course, because it was launched yesterday and we don’t go too fast. But we believe that this new creation is very consistent and relevant for Saudi Arabian women. First, we know what Saudi women look for in jewelry; they are always looking for novelties and recognizable signatures, and I think that Clash is the new jewelry signature. It perfectly expresses Cartier’s unique style. Therefore, I think it will fully meet their expectations. It’s a full set. It is not only one ring or one bracelet. In fact, it is not common that we launch a collection with a ring, a bracelet, and earrings at the same time. So, it is already a family. Of course, the correlation is to have a limited edition and to show colors as well, and in the future we may have new creations around this signature.

How was the market’s first impression on this collection?
The collection had a very good first day in the Middle East. We were very positively surprised. Of course, we created a buzz around it; I think the digital communication was very strong and the movie with Kaya Scodelario representing the concept behind it was very influential and really created a strong interest from everybody in the region. We got some clients calling us and asking for some information, asking for reservations. Therefore when the first product hit the boutique, it was an immediate success. It was the first day, so again, we have to be cautious, but we are very confident.

Which side of Saudi women’s personality does this new collection represent?
I am always impressed by Saudi women as they are the ones carrying the tradition and passing on the culture in the family while strongly contributing to the changes in the Kingdom.

How does this collection pack a statement?
First, the name “Clash” is very unique. Behind it lies the ID of duality. It’s like a clash of attitudes. The creation of this collection also speaks about duality. You have a classic model of jewelry and sometimes, it’s completely new. It is spiky, yet the beads are very smooth. On another note, all the piece’s elements are free to move and at the same time, it is a static creation.

Do you think Arab women are generally drawn towards colorful pieces or designs that are completely crafted from gold?
We have these regular focus groups and we also run some surveys because we really want to capture what they want. A very frequent feedback that we receive almost from all of our customer focus groups is the fact that they have a very strong connection with our icons: Love comes as number one, but Juste Un Clou is also very strong, and this applies on full metal versions as well as paved ones. That said, two months ago, we organized the first International event at King Faisal’s palace in Riyadh where we showcased the Coloratura, our latest high jewelry collection. The name echoes colors coming from all the corners of the globe, and it was extremely well received. So, in terms of taste, I would say Saudi women like both full metal and also colors. Beyond that, I think it is really the unique design that they like. The feedback on Cactus was also very positive and Clash follows it. So, I would say that all the different aspects of what we offer match their expectations.

What about the timepieces?
We launched Santos last year and two years ago, we unveiled Panthère. Both were real successes in the Kingdom. We will also have some interesting launches this year. That said, in watches, we have a very strong signature, which is the Ballon Bleu and it remains a reference for many Saudi women today.

From those gifting a woman to those buying themselves a piece, what do men represent in this business in Saudi Arabia?
It is mainly a jewelry market so it is mostly driven by ladies. I would say 80 or 85% of our clients are women. And gifting is a very strong reason for coming to the Cartier boutique and to really please somebody that you love. That said, these women are not always buying something for themselves, as they might be getting something like a Love bracelet or small leather goods for the men in their lives.

Are pens still selling well in the region?
Yes, we have some limited editions and exclusivities for the region where we take some of our pen creations and we propose new colors, particularly relevant for the Middle Easters and Saudi people. These are a great success, and today we have a very strong business in pens in Saudi Arabia.

Can you tell us a little bit about the accessories and leather goods?
Small leather goods make for perfect gifts. It’s actually very common to gift on all occasions in the local culture. And when I say small leather goods, I mean mainly wallets. But bags are also interesting to our clients like the C de Cartier; it is our bag which was part of our collections in the past few years. We recently also launched Guirlande, a new leather signature bag and it was very well received too by all our Saudi clients.

Will KSA be, like the UAE, the host of key moments for Maison Cartier?
The reason for our presence in Saudi Arabia is to be really relevant to our Saudi clients who are very specific. That is why we want to get closer to them. So, of course we want to create unforgettable memories and that is why we will have more and more events which will not be a replica of Dubai or of what any other country does. Our experiences will be a very specific rendez-vous adapted to what our Saudi clients or Saudi guests want. I guess the perfect example would be of the recent international jewelry event we did in Riyadh. It was the biggest one ever hosted in the region. We also had a nice event in Jeddah 3 months before for Cactus and Panthère, and we have many other surprises to come.

Article Written by Mirella Haddad