Click to play videoNew Delhi: Despite the staggering loss of wealth in the financial markets, luxury brands are aggressively targeting India, aiming for few but big sales. The recent mayhem in the financial markets means nothing more than fewer sales, not an issue as luxury is not for the masses.
With the coming of single brand retailing, Cartier - the legendary maker of fine jewellery and watches - is losing no time in targeting India's millionaires.
"China and Russia etc are important markets but in India there is growth and we expect India to be more and more relevant to the luxury goods world," says Cartier Managing Director, Patrick Normand.
Cartier advertises through cultural events; last year it showed off its gems in Moscow upon an invitation from none other than the Kremlin. This November in Mumbai, it will target its potential clients by hosting India's first ever display of rare vintage cars.
"The concourse will have four types of cars and also ones made just for India. We have two international classes and we have two Indian classes, the international classes being the cars which represent the era from 1930's to 1941 and after the independence from 1947-60. Then we have an exotic class that is only for India and no where else," says curator Manvendra Singh.
In a carefully created branding exercise, Cartier will show case the rarest of royal cars, giving invitees the chance to mingle and marvel. Meanwhile, the guest list is pretty tight.
"Sophie Marceaux, Monica Belluci, Nick Mason and you know all these people are geared up to come because this is unique. We have never seen anything like this, and this is the beginning of what I believe is an Asian-Indian concourse" says travel writer-cum-conservationist, Mark Shand.
Cartier has been in business for over 150 years. The king of jewellers, as the company is known - has lived through wars and invasions making it even more oblivious to market mayhem when catering to the elite.
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