The news is completely new to us but it deserves a note here:Philippe Peverelli leaves Tudor. And that's important to Rolex.The architect of Tudor's resurrection in recent years remains, however, within the Rolex universe because he leaves for Roledeco, the company that manufactures the displays and display cases for the crown brand, leaving the shield (or rose) brand in a position unimaginable when it arrived in 2009.
Reward or punishment? Taking into account that Tudor's sales have increased exponentially, that the Chinese market (the only one where the brand had some success) went from 95% to 50% of sales thanks to its policy of expansion and reopening of old markets (the US, Great Britain and Europe in general) and that, it is said, this Baselworld was "the best in history", putting him to manufacture glass boxes does not really seem like a promotion, although it is true that he already has experience in it because that was his role at Chopard: responsible for boutiques, which increased from two to… 126!
If to all this we add that he is a personal friend of the great boss of Rolex Jean-Frederique Dufour, whom he accompanied and supported during the eight years they spent at Chopard and that - more importantly - they are bothBiver-boysand in some way they share the vision of the business, it would seem that there are far-reaching strategic movements in the green giant.
Movements that began to occur a few years ago, coinciding precisely with Peverelli's arrival at Tudor, although it is surely a coincidence. And they began by drastically reducing the number of dealers, not to mention the direct liquidation of “old-fashioned” distributors, called Unión Suisse, which was the one who brought the brand to Spain more than sixty years ago, and followed by another who leaves in September and who will be named. Or, continuing in Spain, the opening of other dealerships of which it had been said that “they would never ever have Rolex”. Well, at the moment, two important cities, and the other – coastal, and now alone – by the end of 2016. By the way, the architect of such a transformation in Iberia will most likely leave his position shortly if he has not already done so. Officially, I mean.
Did anyone imagine in 2008 that Rolex would be sold in El Corte Inglés? Well, things are not going to stop here, because the most likely thing is that Rolex will end up taking control of the fifty-odd boutiques spread around the world that it now half-operates with local partners. And I imagine that Philippe Peverelli is going to have an important role in the immediate future.
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