Sales went through the roof during the pandemic, reveals Clement Brunet-Moret of Baccarat. “Our customers thought, ‘I need something to make me happy while stuck at home’ and came to us. It shows that our products make them feel special,” the CEO of the Asia-Pacific division tells me when he was in town to commemorate a partnership with Mo Bar Singapore.
While Baccarat may be best known for its manufacture of fine crystal, the 260-year-old French luxury house strives to be recognised for something more. “We’re not here to just create crystal products. We’re here to create moments of joy. It’s just that the way we know how is through crystal,” Brunet-Moret says with a soft smile.
The product line includes barware, dining, home decor, lighting, and jewellery. Although the brand has maintained a presence in Singapore for over two decades, it is looking to extend its reach in Asia. This is a ”natural move” for it values its customers here, he adds.
In addition to growing visibility, there will also be an introduction of Chinese-style chandeliers and glasses exclusive to this part of the world. “As a maison and creator, we always need to adapt to local traditions and values.”
In Brunet-Moret’s opinion, consumers of different regional markets now share the same general buying habits because there is no room for disparity in an age of hyperconnectivity. “You can’t say anymore that there is the ‘Asian customer’ and the ‘American customer’. Our customers travel and have the Internet,” he contends.
“The bestsellers here are also bestsellers in New York. A good product is a good product, no matter what.”
Clement Brunet-Moret on modern consumer behaviour
As part of the Baccarat Cocktail World Tour, the brand has partnered Mo Bar Singapore and Mo Bar Shenzhen over two months. The collaboration involves four specially-crafted cocktails and will conclude at the end of this month. Mo Bar was chosen because it shares the traits of sophistication, elegance and class.
“Not all of our customers go into our stores, so we like to meet them where they are. And they are going to Mo Bar,” he says.
