De Bethune Chooses Desire Over Scarcity
Antoine Pin, formerly of LVMH, has taken the helm at De Bethune, aiming to grow the independent watchmaker by emphasizing artistry, craftsmanship, and the philosophical vision of founder Denis Flageollet rather than relying on scarcity. Pin believes that genuine desire stems from showcasing the brand’s applied‑art approach and educating collectors, while maintaining a strong primary market to support a healthy secondary market and protect the core community of dedicated enthusiasts. The interview highlights the challenges facing the Swiss watch industry, especially the pressure on the mid‑range segment and the impact of secondary‑market dynamics on primary sales. Pin stresses the importance of a holistic view of production and demand, the need for independents to stay creative and resilient, and the role of The 1916 Company in providing stability for De Bethune as it navigates growth and potential downturns.
Buying Time Analysis: The story highlights how De Bethune’s shift from scarcity‑driven marketing to building desire through artistry and innovation sets a strategic example for independent watchmakers aiming to cultivate genuine consumer pride and sustainable growth.
