What is going on at Vacheron Constantin?
DJ Overseas:
It feels good to dance again. You are on the dance floor and the music is hitting, as the kids say, “Oh so different”. You’re tempted to covertly pull out your phone to Shazam the current track (an act that feels inexplicably forbidden). It’s some sort of Nu Disco house track that has you in an involuntary two-step. Who is responsible for your rhythmic reflex? Your favorite 267-year-old Swiss Watch maker: Vacheron Constantin.
That’s right, a brand that conjures the image of old men in velvet blazers and ascots lounging in cigar rooms is now dropping unbelievably hot playlists on Spotify, and frankly no one is quite sure how to feel about it. It’s like if your grandfather decided to start dressing in head-to-toe Supreme. However, the 8 playlists on VC’s Spotify page cannot be passed off as another antiquated brand's poor attempt to be “hip.” The playlists bang. As a 20-something, and former radio host I couldn’t help but marvel over their song selection. Each playlist is themed, whether it is dedicated to a specific watch, curated by avant-garde artist and brand partner Benjamin Clementine, or celebrating an exciting new year of watches. And none of them miss.
The winner, from a musical standpoint, among these playlists has to be the latest titled “Pop Into New Year”. I have no clue what 19-year-old intern they have in charge of this setlist but they deserve a raise immediately. With hits from electro-house powerhouse Parisian duo Polo & Pan (a favorite of the brand that can be seen on multiple playlists), samples from up-and-comer Lewis OfMan, and new releases from twocolors that would qualify as deep cuts depending on the circles you roll in. This playlist would gain nodding approval of liberal arts dormitory residents or any Williamsburg hipster in a camp shirt and bucket hat.
One of the watch focused playlists is dedicated to the “Historiques American 1921”. The playlist is meant to explore the evolution of American music starting with Duke Ellington’s “Mood Indigo” from 1930 and ending with Kanye West’s 2005 hit “Touch The Sky.” It’s a playful history lesson through music without simply being a greatest hits. More importantly for the brand, it gives insight into the watchmakers’ intentions behind the watch line. Before listening to the playlist, the American 1921, to me, was simply an American racing symbol pulled from a long buried time capsule. But, when paired with music, it tells a slightly different story. It is not just a reminder of the past, but a celebration of the journey. The progress of the modern brand without the loss of its original identity. Does this put $36,000 more dollars in my pocket… well, no but it does give me something to tap my feet to while I dream of that tilted dial gracing my wrist in a future America. Who knows what the song of the day will be then?
This new take on a classic is reflected across the playlists. With remakes of old hits such as “More than a Woman” remix by SG Lewis, songs from Tony Bennett and Lady Gaga’s joint project, or even Mos Def’s “Travellin’ Man” which samples 60’s soul singer Jerry Butler. This effort to connect generations could be the difference in capturing the next wave of watch lovers in a demographic who, let’s face it, would likely go for an Apple Watch all the same.
While many giant brands such as Rolex and Patek do very little to engage directly with a younger audience (most of which won’t be able to afford their watches for years), Vacheron seems to be playing the long game. Or at the very least, hedging its bets against it’s aging client base. We’ve already seen brands like Omega and Grand Seiko benefit from the Rolex’s of the world boxing out would-be clients and collectors to cater to their existing base. And although it is still nearly impossible to get your hands on most new Vacheron timepieces, it seems they haven’t forgotten the little guy. If this whole watchmaking thing doesn’t workout, they may have a residency waiting for them at your favorite dance club.
