Boucheron Luxury Brand's Market Research

Topics: Brand, Branding, Brand management Pages: 10 (3108 words) Published: December 2, 2012
The House of Boucheron is French family dynasty founded by Frederic Boucheron in 1858. Four generations of the Boucheron family helped the brand to become a worldwide leader in Haute-Couture Jewelry market, expanding the brand to the four corners of the globe.

Frederic Boucheron was the first jeweler to move to Place Vendome which he did in 1983. Legend has it that he chose 26 Place Vendome, where Boucheron remains to our days, because it was sunniest corner of this square. He believed that the diamonds in the windows will sparkle all brilliantly.

Czar Alexander III was a client, as was his son, the doomed Nicholas II. Her Majesty Queen Elizabeth, the Queen Mother was especially fond of Boucheron tiara which she inherited from Lady Greville, who originally purchased it from the House. Her grand son Prince Charles passed the tiara onto his wife Camille, Duchess of Cornwall as a wedding gift. Queen Elizabeth of England also has a collection of Boucheron jewels as did Wallis Simpson the Duchess of Windsor.

American royalty are also collectors of Boucheron creations. Household names like Astors, Vanderbilts and Rockefellers have returned again and again to this jeweler for exceptional pieces of High Jewelry.

Actors and artisits have also been fans of Boucheron since it opened its doors 150 years ago. Caroline otero, the temptress known as La Belle Otero, when she was a cabaret dancer at the return of the 19th century was a Boucheron enthusiast as was the famed theater actress Sarah Bernhardt and the writers Oscar Wilde and Marcel Proust. Why film stars including Greta Garbo, Rita Hayworth, Penelope Cruz, Cameron Diaz, Kristin Scott Thomas, Rachel Weisz and Diane Kruger have all come under the Boucheron spell of spectacular creations.

1858- Frederic Boucheron opens his first store in the Galerie de Valois at Palais Royal, during the heyday of the Second Empire.
1866- Boucheron creates its atelier.
1867- Paris Universal Exhibition: Frederic Boucheron wins his first Gold Medal only 9 years after opening his firs boutique.
1878 – Paris Universal Exhibition: The Foliage necklace, a sapphire and diamond set with a central sapphire of 159 carats, created for Mrs. H. Mackay, wins the Grand Prize.
1883- The Russian Prince Felix Yousoupoff purchases a corsage decorated with 6 detachable diamond bows during one of his visits to Paris.
1893- Frederic Boucheron moves to 26 Place Vendome in the residence of the Countess of Castiglione. He opens the largest boutique on the square.
1898- Boucheron opens a store in Moscow, later transferred to St. Petersburg in 1911.
1902- Frederic Boucheron dies, his son Louis cucceeds him.
1921- Boucheron is commissioned to make tiara for Lady Greville; it was later given to England`s Queen Elizabeth, the Queen Mother.
1928- Louis Boucheron is asked by the Maharajah of Patiala to Set the stones of his treasure, which are brought to the Place Vendome boutique by the private guards of the Prince.
1930- The Shah of Iran asks Louis Boucheron to assess the Imperial Treasure of Persia and issues a decree naming him Official Curator and Guardian of the Treasure.
1959- Louis Boucheron dies, leaving his sons Fred and Gerard in charge of the business. Edith Piaf, the most popular French Singer of her time, purchases a Boucheron watch for the love of her life, Marcel Cerdan.

1962- Fred Boucheron retires, leaving his brother Gerard as head of the establishment.
1970- In the 1970s the best selling snake line was created.
1973- Boucheron`s first boutique opens in Japan.
1980- Gerard Boucheron retires and Alain Boucheron becomes a president and General Director.
1988- Boucheron launches its...
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