Richard Mille is one of the most sought after luxury watch designers in the world. During the COVID-19 pandemic in 2020, I was working for a luxury watch distributor who was responsible for the distribution of Richard Mille's watches throughout North, Central, and South America. The secondary market was becoming very saturated and they wanted to gain control of their merchandise to maintain the brands exclusivity.
Category
Year
2025
STRENGTHS
THE PROJECT
Richard Mille, in partnership with the distribution company I was working for, created an exclusive certified pre-owned program, offering clients the ability to purchase pieces that only exist in small quantities, with renewed warranty's and servicing from the manufacturer. Over the course of 3 years, I photographed hundreds of extremely rare exclusive luxury timepieces. After retouching the images, they were prepared for e-commerce, social media and email marketing.
THE GOAL
The aim was to give the brand more control of their product and reduce their footprint on secondary markets that often featured illegally obtained pieces. The result was a new revenue stream that's generated millions of dollars and connected with a new sector of watch collectors who gained access to highly exclusive pieces.
