Cover Curiosity and a willingness to learn led the global marketing and communication director at Bell & Ross to thrive in a niche luxury industry (Photo: Bell & Ross)
Curiosity and a willingness to learn led the global marketing and communication director at Bell & Ross to thrive in a niche luxury industry (Photo: Bell & Ross)
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Curiosity and a willingness to learn led the global marketing and communication director at Bell & Ross to thrive in a niche luxury industry
Marie Laure Trichard’s work day starts at 8.30am–she arrives early at the office before her colleagues and team members to get a head start on industry news and review ongoing projects. In February 2022, Trichard was appointed the head of marketing and communications at Bell & Ross after working at iconic French brands under the LVMH group, such as Moët & Chandon, leading the brand’s development as its international marketing manager for seven years.
Read also: Bell & Ross and Swiss Watch unveil a striking new limited edition BR05
For Trichard, the world of watchmaking was a fascinating place to be–and a direct contrast to the mass market retailing sector that she had initially worked in for 11 years before joining LVMH. “In my career, I’ve changed industries multiple times,” laughs Trichard, who graduated from NEOMA Business School in France. “I started in FMCG (fast-moving consumer goods) and then I moved to luxury, and of course it was a challenge to adapt. In the champagne industry, you have a product that is complex in its process and so on. They say the watch industry is the same–so much precision and craftsmanship. Though it was a long-time process to actually get into the watch industry, I found it interesting to dive into all that richness and heritage.”
Thrilled to embrace a global communications role at the renowned French-Swiss watchmaker, Trichard shares what drew her to the brand and the international luxury watch market as a whole.
Superior craftsmanship
Above Marie Laure Trichard was appointed the global marketing and communication director at Bell & Ross in 2022
Marie Laure Trichard was appointed the global marketing and communication director at Bell & Ross in 2022
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A new day, a new brand: Trichard’s foray into the watch business, even in a marketing and branding capacity, was a steep learning curve that she wasn’t afraid to take. Just months after joining Bell & Ross, Trichard and her team were tasked with the challenge of managing the highly anticipated launch of the new BR X5 range. Besides the allure of the exquisite craftsmanship and complexity that marks the world of horology, Trichard enjoyed the different aspects involved in aligning Bell & Ross’ international presence.
“The watch industry is a very effervescent world, you have so many new releases. On the operational side of things, I had to oversee the development of the assets and communications on all these different launches while working as well on long-term projects for the brand and ensuring that everything ran on time,” Trichard muses. “One of the things I like most about my job is how varied it is. No two days are ever the same, in fact no two years are never the same! As you move forward, so does the brand.”
Unique brand collaborations across industries
From international watch fairs to exciting brand partnerships, the watchmaking scene boasts some of the most epic collaborations across industries.
“You meet some very interesting people in this niche. Bell & Ross has several partnerships which have given me the opportunity to discover new worlds that I wouldn’t otherwise experience in regular life. For instance, I have never met Formula One drivers before or pilots from the Patrouille de France–all incredibly passionate and elite people. The opportunity to dive into this whole other universe that you otherwise wouldn’t have access to is one of the most enriching aspects for me personally and professionally,” says Trichard.
Openness to diversity of experiences and backgrounds
When asked about the unconventional career path that led her to Bell & Ross, Trichard grins, explaining the surprising benefits of coming into the company with an outsider’s perspective. “When you’ve worked in different industries, you approach things differently and have different views. I think it’s quite useful because you’re bringing a whole different approach. It can be enriching when you see things differently because you can see how things can be done differently than how they’ve always been done. That can enrich the communication of the brand significantly.”
“To be honest, it wasn’t an easy thing for me at the beginning. Companies generally like people who have lots of experience in a particular industry, and I was happy and lucky that Bell & Ross was openminded and decided to take someone with a different background.”
Her advice for other women who aspire to climb the career ladder in the international luxury market?
“Push yourself and dare to try. It wasn’t comfortable for me to knock on doors and say I wanted to learn more when I first started. The first few people you meet, you might feel uncomfortable, but it gets easier along the way. One thing about this field is I had so many people who were willing to talk to me about their job and about the industry, and you learn so much from them. People in this industry are actually quite open to talk about what they are doing, so the most challenging thing is to manage to get some time in the agenda. It’s so important to keep pushing yourself, because what have you got to lose?”
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Previously contributing to Esquire Malaysia, Expat Lifestyle and Newsweek, Tania oversees digital stories across Tatler’s key content pillars, also leading the Front & Female platform exploring issues and topics affecting women today.
