Exclusive interview with the Sales Director of Richard Mille: Alexandre Mille (Part 2/3)
Richard Mille has been pushing the boundaries of fine watchmaking for 20 years. With its ultra-limited quantities and remarkable innovations, the Franco-Swiss brand has established itself in the luxury landscape as one of the most striking successes of recent years. Alexandre Mille, Sales Director and son of Richard Mille, agreed to answer our questions for Swiss Luxury Magazine. (Find Part 1 available: here)
Portrait of Alexandre Mille
Swiss Luxury Magazine: You 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)
Swiss Luxury Magazine: 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)
Swiss Luxury Magazine: 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.
Swiss Luxury Magazine: 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...
Swiss Luxury Magazine: 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!
Portrait of Richard Mille
Useful Links
Richard Mille Official Website
Richard Mille Instagram
Address: Richard Mille Geneva, Rue du Rhône 78, 1204 Geneva, Switzerland
Phone number: 022 810 85 73
