Shifting from the world of champagne to luxury watches, Marie Laure Trichard boasts an impressive career trajectory. Currently serving as the marketing and communication director at Bell & Ross, she brings a wealth of experience to her role. A graduate of NEOMA Business School in France, she took on this position in 2022, leveraging 11 years of expertise in mass market retailing.
Previously the international marketing manager for Moët & Chandon Champagne at LVMH, Trichard redirected her skills to the wine and spirits industry in 2017, joining the boutique champagne house Jacquart. Her rich background and expertise reflect Bell & Ross’ commitment to substantially impacting the global luxury watch market.
Headquartered in Paris, Trichard leads the brand, guiding its international activation plan to fulfil Bell & Ross’ aspirations for prominence in the luxury watch sector. In a recent market visit, she shared insights about her role with Options, highlighting her passion for brand communication, a skill set honed in her previous experience in FMCG (fast-moving consumer goods).
As you transitioned to marketing and communications director at Bell & Ross, you brought diverse experiences from various positions. What valuable lessons from your past roles are most beneficial in your current position?
I believe there are different thoughts on that, such as the structuring and I think that was very helpful along the way to have this analytical approach. In the case of FMCG, it was very much client-focused and luxury is heading in that direction too. So, that experience has been very helpful.
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Throughout my career, I have been working extensively on developing brands with a 360-degree approach and what has also been very useful is having the brand’s clear DNA, which is key. All these things have been very useful to have that consistent message and to be true to the brand.
For example, along the way, you build on different capabilities. I have been working in various companies regarding size and culture. What I’ve learned as well is to be quiet. It’s like entering a different universe — learning about it, observing it, looking at how it works, adapting and bringing relevant experiences.
Engaging younger consumers in the luxury watch market poses challenges. How does Bell & Ross tailor its communication strategies to connect with younger generations, especially through social media or e-commerce?
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Almost everybody is on social networks and different social networks target various crowds with distinct approaches. You need to know different ways of telling a story. Telling the brand story through these channels is a great way to convey the brand’s message. Moreover, with Instagram focusing on images and videos, you can effectively narrate the brand’s story. Social media allows us to reach a younger, evolving audience.
Bell & Ross has a unique identity and design philosophy for its timepieces. What core messages do you aim to convey to consumers about Bell & Ross watches?
The designs are unique as the brand evolves and the iconic round-in-the-square design is robust and bold. Then, there is the brand’s personality, which shines through its minimalist design. Our partnership programmes are strong, as professionals use and approve these watches.
Through our different partners, it brings a new focus on the watches, such as the aviation collection along with the land and sea watches. The common point of our different partnerships is to have man and machine dedicated to a mission because that is what Bell & Ross is about. It is also the quest for surpassing oneself; it is about reliability.
Can you tell us more about the latest Tara Ocean Foundation partnership?
Our aim is to embody the idea of team spirit on a dedicated mission and this is achieved with Tara. On board the boat, we have two teams: One comprises the crew and the other consists of the scientists. Despite the distinct roles, both teams share a common goal — collecting knowledge of the ocean and understanding what needs to be done to preserve it. The team navigates on the schooner, travelling to challenging parts of the world while wearing the watch to test its robustness.
Bell & Ross has conquered air, sea and land. What’s next? Space?
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No, but with Bell & Ross, you never know. When the time comes, it will be similar, as we will send the watches and a person on a mission to space.
Man and machine on a mission
The Tara Ocean Foundation is dedicated to the ocean, with two primary missions: Exploring the ocean for a better understanding and sharing scientific knowledge to raise public awareness.
For over 20 years, the Foundation has supported innovative ocean science in collaboration with leading research centres, focusing on marine biodiversity, climate change and pollution impacts.
Recognising the pressing need for global ocean protection, the Foundation conducts public awareness campaigns, educates younger generations, fosters international cooperation and mobilises policymakers.
Bell & Ross, renowned for crafting action-oriented watches, partners with the Tara Ocean Foundation for The Diver watch, prized for its readability and efficiency, enduring challenging weather conditions during the team’s daring expeditions.
Experienced scientists and sailors rely on the BR 03 DIVER’s precision and reliability to handle their tasks. This aligns with Bell & Ross’ core identity as a supplier for explorers and elite units, providing instruments meeting precise specifications for professional use. In celebrating their partnership’s first year, Bell & Ross introduced the BR 03 Diver Tara, with each sale contributing to the Foundation’s cause.
The BR 03-92 DIVER TARA matches the precision required for the missions of scientists aboard the schooner Tara. The limited edition diver’s watch is part of the BR 03 DIVER collection, featuring a waterproof matte blue ceramic case, a unidirectional rotating ceramic bezel, and functionality prioritised for professional divers.
To withstand a depth of 300m, the watch is powered by the BR-CAL 302 self-winding mechanical movement, displaying hours, minutes, seconds and dates.
