The luxury jewelery house, established in 1906, has integrated an extensive digital presence into its strategy.
Van Cleef & Arpels is active on most of the main social media platforms such as Facebook, Twitter, Youtube, Instagram, Flipboard, Pinterest and Linkedin.
Through their presence on Wechat, the main social media platform in China, the brand also wants to improve its awareness in Asia (600 million members).
The brand lovers all around the world are able to interact with the brand and also to shop online.
Van Cleef & Arpels is among my favorite “oh god that’s costly” luxury brands. Underneath the Richemont Group, the Paris-based manufacturer of high-end, emotion-based beauties creates gorgeous items for largely women. These creations are often extremely good at causing a sharp sense of depression in the gift-giving heart of the male brain. Actually, Van Cleef & Arpels once shared with me that through an internal study of its existing customers, a fascinating piece of feedback was that their products had the ability of humbling even quite powerful people.While Van Cleef & Arpels is mostly focused on merchandise for ladies, they do have some men’s watches. As promised, Van Cleef & Arpels relaunched the Pierre Arpels collection annually (hands-on here), and this season they have added to the collection with a fascinating new bracelet.While there’s a 38mm wide size edition of the new Pierre Arpels watch, our focus here is entirely on the 42mm broad size version that we believe is actually the men’s version. While many men in the USA and Europe aren’t overly interested in diamonds on their opinion, many guys in Asia and the Middle East feel quite the contrary. While I would hardly want diamonds on a piece I wore everyday, I could see the charm in dressing up a luxury watch with additional precious elements. Though I will admit that lining a watch bezel using round-cut diamonds is a specially feminine thing to do.
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