Salesman of the irrational

Nov 12th 2009 |

Mr Biver is also a talented salesman.

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Mr Biver's approach was pure marketing. He pioneered techniques that would seem commonplace now, such as product placements in James Bond films and celebrity sponsorships. Under his leadership Omega's sales almost tripled. Following a brief spell in retirement, Mr Biver then took the reins at Hublot.

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Hublot's -  a watchmaker -  sales increased more than fivefold between 2004 and 2007, a record that enticed LVMH, a luxury-goods conglomerate, to buy the firm last year.

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For all his marketing prowess, Mr Biver nonetheless relies on the existence of free-spending consumers with a penchant for showing off. At the best of times, he freely admits, it is hard to justify spending $100,000 on a watch. But the fact that they keep time well, he hopes, will continue to serve as “the little bit of rationality that lets you sell the irrational.”

http://www.economist.com/node/14857221