As part of the celebrations for the brand’s 75th birthday, the Jura logo is being updated, the company is dropping its historically significant first name, and today marks the opening of a massive store in the middle of the city.
LE FIGARO. – Why open your first boutique in Paris?
Maxime Herbelin. – Up until that time, we had no intention of poaching clients from our distributors because we were aware that we had spent the previous seventy-five years establishing a distribution network consisting of 650 places of sale across France. This Parisian boutique will, above all else, function as a display area, just like other luxury labels do. Its purpose is to demonstrate who we are, our level of expertise, and the fact that we are a part of the rich tradition of watchmaking in France. And then there’s Herbelin, located in the middle of the Saint-Germain-des-Prés neighborhood, on two stories, with 15 meters of shop window space on rue Bonaparte, right next to Breitling and Rolex. This adds a new dimension to our business, which will also be advantageous to our distribution network.
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