Exclusive interview with ALEXANDRE MILLE
ALEXANDRE MILLE PORTRAITWith its ultra-limited production and technical mastery, Richard Mille has established itself as one of the most remarkable successes of recent years. Alexandre Mille, Sales Director and son of Richard Mille, answered questions for Swiss Luxury Magazine.
In your opinion, what are the highlights of the brand and its rise?
Alexandre Mille: Very good question! I think it's complicated to pinpoint a precise moment, there have been many. I am thinking in particular of the start-up, of what my father went through during the process of creating the brand. There were many disappointments and difficult moments. One of the turning points was when the first Mille watch was to be launched in 2000. At that time, the development of a function that was very important to him was missing.
My father had promised himself that he would stop at nothing and make the watch exactly as he had imagined it, so the launch was postponed until the following year to present the watch with this function to the public, both amateurs and professionals. So this year was extremely difficult - a lot of investment but no profit. It was a big risk, and it was taken.
RICHARD MILLE RM001Another key moment of course was the way he promoted this first piece, the RM 001: with no real budget! A rather atypical anecdote is the way he presented the RM 001 for the first time, at the Basel watch fair, Baselworld. In order to prove the resistance of the watch, he had fun demonstrating it by throwing it against the floor and walls! Other moments have been outstanding such as the release of the first automatic watch RM 005 (2004), and technically outstanding launches, including the RM 009 (2005) or RM 018 (2008) from which we learned a lot.
Another milestone was the release of the RM 027 (2010), the first tourbillon watch for Rafa Nadal, which had a worldwide notoriety impact on the brand! The Aiguille d'Or for the RM 012 (2006) was also a milestone, and of course, our entry to the SIHH in 2010. We will never forget the support of the FHH, and we will be eternally grateful for the trust they placed in us then. This was important as an independent brand, it was recognition from our peers. I also want to talk about the arrival of Cécile Guenat as Creative and Development Director. One of her first projects for the brand was the Bonbon collection. A collection that was a great success and that we all enjoyed working with. Fun, daring, and highly technical watches that combine traditional watchmaking, craftsmanship, and innovation with the brand's exclusive materials and unique colors.
In fact, each moment, in different aspects, whether technical or human, has marked the history of Richard Mille to bring the brand to where it is today. I don't think you can reduce it to one specific moment, it's a whole series of things... and a lot of questioning, of limits constantly being pushed back, of great challenges being taken up. That's my father's philosophy, always questioning yourself and making sure that every day can be an important moment for the brand.
The brand has never stopped innovating with the use of new materials, apart from the innovation and the exceptional complexity of Richard Mille watches, what other essential elements are taken into account when creating new models?
Alexandre Mille: There are no real specifications when creating a new piece. We are all together, the people on the board and the people working in the development department. We do brainstorming sessions where we share our inspirations without limits in order to be really open to everything.
You have opened up more and more to the worlds of art and culture, what is your vision of this link between these worlds and Richard Mille?
Alexandre Mille: We have a very broad vision of the art world. Whether it is "classical" or contemporary art, but also architecture, the automobile (which for my father has always been an art form in its own right), or the cinema... When you see the architecture or the complications of our pieces, you can find a lot of inspiration from these different artistic worlds (F1, Kubrick's films with 2001, A Space Odyssey for example). Our ambition is also to work closely with artists, to help them develop, for example through our various multi-year partnerships with museums or contemporary art fairs (Le Palais de Tokyo, Desert X, Louvre Abu Dhabi...).
The RM 52-05, Pharrell Williams’ first namesake watchYou have many ambassadors, like Rafael Nadal or Lando Norris, what are the qualities of a good ambassador for Richard Mille?
Alexandre Mille: We do not put in place a marketing strategy, as often at Richard Mille, it is the human being that takes precedence. The feeling is the most important. It is therefore a question of encounters, of feeling. First of all, we like to discover, exchange privileged moments, to take the time to get to know each other. With some of our partners, years later, no contract has yet been signed (laughs). They really become part of a family, the RM family. We also find this family spirit between them. They like to hear from each other. Our greatest pride is to succeed in bringing together high-level athletes during our brand events or more private moments and to see links being forged. Some would probably never have met if they hadn't been part of this same family – everyone's schedules are very tight. However, we have one and only one imposed and predefined criterion: our sports partners must wear their watches in the competition. All have a real attachment to their watch, it accompanies them in the greatest moments of their lives. Whether in their sports practice or in their private life.
RM 35-03 Automatic Winding Rafael Nadal (2022)In your opinion, what do customers expect from watch brands today?
Alexandre Mille: That's a very good question! Our customers are constantly looking for something new. They want to be surprised! I think we're getting there pretty well and there's a real expectation there - when will the new Mille watch be released? how will it be? - We like to surprise by always pushing the limits further, whether in terms of design, functions, materials... One of the most telling and also the most recent examples is the launch of the RM UP-01 watch Ferrari. We presented a most unexpected piece! Our customers are looking for emotions and that's what we evoked during the unveiling of the piece in Maranello. We were able to see the incredible expressions on the faces of our customers, journalists and friends up close... it was an unforgettable, very moving moment!
Generally speaking, when we see a Mille watch for the first time - very often in pictures - we get a first impression of it. But when the piece is on the wrist, then there is a completely different new experience and the reactions are always very interesting to see.
RM UP-01 FerrariI Manual winding ultraflat (2022)What is your vision for Richard Mille in the decades to come?
Alexandre Mille: This is a difficult question. We have more than solid foundations to move forward as we wish and continue to promote the brand. We have exceeded the milestone of 50,000 watches produced since the creation of the brand in 2001. We will continue to take care of them, to ensure the best follow-up, whether in their maintenance or repair. But also today in their resale via our network of second-hand shops. Maintaining the values that have built Richard Mille and never losing the human and family spirit is essential. And finally, stay creative and never impose any limits.
What is your approach to attracting young customers (Generation Z)? What is your relationship with this clientele?
Alexandre Mille: I am not convinced that this question applies to Richard Mille. We do not target and have never targeted anyone. We go to lands and universes that resemble us and inspire us. I believe that these speak and affect customers and enthusiasts of all ages and genders. Within our teams, all generations are represented, and we are constantly open to the world, and to different inspirations, all of this is necessarily reflected in our products, and our communication...
How did your father manage to pass on his passion for watchmaking to you?
Alexandre Mille: My passion for watchmaking really manifested itself when I started working for the brand and meeting the people who also worked there. Before that, I had a rather distant vision because I was in a completely different field by studying cinema.
My relationship with my father became much more intimate in my twenties. I then realized how much we both had similarities. What my dad gives me – and what I love about our current relationship – is that he loves telling me about his experiences. It is always very enriching for me – sometimes very funny too (laughs). We have a lot of conversations on a daily basis, on absolutely all types of subjects. All this made me understand the history of the brand, and the decisions made and allowed me to see the way he carried it until it represents today. In reality, what makes me able to take over is not only due to my father but also to all the people who have done and for the most part, still do part of the adventure. I learn every day, from everyone, and I remain and will always remain curious!
Do you have an anecdote to tell us about an experience you had with a client?
Alexandre Mille: Yes, there is one that comes to mind... I remember a watch show in Mexico City where I had an encounter that made a huge impression on me. In the showcase, the RM 50-03 Tourbillon Split-Seconds Chronograph McLaren F1 watch was displayed, with a case made of Carbon TPT ® and Graph TPT ® which makes the piece highly resistant and very light. A child of about ten years old arrived with his father who explained to me that he knew nothing about watchmaking, but that on the other hand, his son is a great fan of Richard Mille! The child immediately recognized the model displayed in the window and I offered him to try it on, telling him that it was an imposing, voluminous piece, but that I wanted to know how he would feel when he put it on his wrist. He took it with all the necessary precautions and remained speechless... all his preconceived ideas were suddenly gone - it is the lightest tourbillon watch ever made, weighing less than 40 grams including the bracelet).
I naturally went to get some books about the brand to give him and he started to cry. Seeing the emotions we can bring and realize what Richard Mille represents to some people, even very young people, made a big impression on me.
Which model do you wear the most on a daily basis and why?
Alexandre Mille: I don't wear a watch! This is for a very simple reason, which is that my father always told me that if I wanted a Mille watch, I would have to buy it myself. But we're not there yet, and anyway, priority is given to customers when a watch is available (laughs). There are also many of our customers who see their purchase in this way, that is, as an accomplishment, a milestone that has been reached. But if I had to choose one right now, it would be the RM 67-02 ultra flat sports watch!
RM 67-02 Automatic Winding Extra FlatWhat does Swiss luxury mean to you?
Alexandre Mille: For me, in luxury, there is this aspect of craftsmanship linked to an object that represents the sweat, the tears, the number of hours spent on its design, its shaping by the craftsmen. There is also the symbol of rarity, exclusivity, and of course extreme quality. It is an object that lasts in time, that is almost eternal. To encapsulate all this, there must be this notion of service that is totally part of the experience - the welcome, the follow-up, and the relationship with people. I can't imagine, for example, that a person would be poorly received in a boutique! It is very important to us that every person who enters one of our RM stores is well-received and feels good. We are here to share our passion. Luxury is also about dreams.
And of course, the specificity of luxury in Switzerland is its watch industry. What is incredible about this industry is the social and economic fabric that is linked to it. We are proud to say that more than 95% of the components of our watches come from suppliers based in the Swiss Jura and within a radius of 1h30 around our factory in Les Breuleux.
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