Transcript| 13 may 2014
Maria Doulton: I'm with watch Anish who has 500,000 followers on Instagram. So who best to ask about Richard Mille watches than Anish himself.
Anish: The watches to me are; they shuttle the balance between lifestyle and technicality. The design DNA is very strong; it's something you can see from quite far away. In the industry that we work in there are so many watches and there is only a finite number of round designs and cases and stuff that you can make. So to come out as a new brand with such a strong identity, it's something that's very hard to do. They mix it with very, very special technical features and use a lot of new materials linked to motor sport, to sailing
Maria Doulton: So on a super yacht in St Barts a Richard Mille watch is right at home?
Anish: Yes, it doesn't have to be on a yacht, it can be any casual environment as well. I think the lifestyle with all of that kind of mixed together, it gives the brand itself a very high place in people's perception of what the brand says about them, what it says about their friends, maybe, that own it or wear it. It's a combination of all these things.
A watch is a very emotional purchase, together with the technical features and the other things that attract us to it. I think especially with Richard Mille it's a very good portrait of what they do, what they show.
Maria Doulton: Would you say that Richard Mille have actually managed to put some fun into watches?
Anish: I think somewhat. I think especially to take a lot of the monotone, overly scripted, overly romanticised advertising and marketing and just turn it a little bit on its head.
The good thing about watches is there are so many different variations and different brands that all speak different things. There is definitely a place for a very high priced and very high complicated, technically proficient brand to come out and do something fun, do something lifestyle oriented, and I think that's a market they've come into very well and something that they do very well.