In other words, the brand is ‘Made of Makers’, meaning that the Swiss house has created a range of creative artists, from famous French mixologist Matthias Giroux to famous Korean conceptual artist Yi-yun Kang. This is the title given to a representative program that partners with major innovators. Create an entirely new, unique multi-sensory universe. This year, the brand has added self-taught perfumer Nicolas Bonneville to its renowned Made of Makers portfolio, creating three new scents created exclusively for the Maison’s customers.
Here, Matthieu Le Voyer, chief marketing officer of Bonneville and Jaeger-LeCoultre, talks about building this new olfactory universe, where every imaginable collaboration is possible.
What makes perfume the perfect new addition to the Made of Makers portfolio?
Matthieu Le Voyer: For us,[scent is]a bit like Proust’s madeleines, so it can be one of the most powerful senses you can tap into. The moment you smell it, it triggers something in your heart, triggering an avalanche of emotions and memories. It is very important to tap into the world of fragrance and this olfactory world with the aim of building a house that goes beyond its products and builds art de vivre in a sophisticated, timeless and elegant way. It was.
For a brand of your size and scope, what is the value in pursuing purely creative non-profit projects?
MLV: The fact that this is not commercial really helps push the limits of imagination and creativity. Nicolas was not given any budget to create a fragrance, so he created a complete (carte blanche) one. He could use any ingredient from around the world. He didn’t need to create something that was (universally) considered beautiful. He didn’t need to use fruity or floral scents to seduce 100% of the population. He can take a really disruptive approach, and that really aligns with our manufacturing mindset. It is based on a spirit of invention and exploration, creating something totally unconventional and new and new areas. We don’t want to make money from it. It’s just an invitation to travel with us.
Nicholas, purely creative work without budgets or boundaries will clearly define your career. How has this disruptive approach shaped your psyche over the years?
