Charriol Global Brand Image Development and Retail Rollout

Philippe Charriol is a global luxury brand specialising in jewellery and watches. Founded in Switzerland in 1983, the company now has a network of over 3,700 retail outlets located in every corner of the world.

As a global brand ourselves, Pico was pleased to have been invited to provide consultation, design, development, project management services and more for Charriol’s new global brand and its retail rollout. In such diverse locations as Manila and Cebu in the Philippines, Bangkok and Chiang Mai in Thailand, Al Ain in the UAE and Basel, Switzerland; our teams put every ounce of their effort into delivering the best possible solution for Charriol.

While consistency is enormously important in a global branding project, the project team was also asked to localise and customise aspects of the branding process, providing a balance of western and eastern elements. At this point our Pico global network leapt into action – Pico team in UK, Shenzhen, Dongguan and Indonesia provided creative support, contributed their significant knowledge to project management, provided factory production assets and contributed local sales support respectively.

Our teams’ other tasks included lightning-fast refurbishments of Charriol’s retail boutiques, completing these missions overnight to ensure the shops were ready in time for the usual opening hours; global procurement of materials such as ironmongery, decorative accessories and fabric finishing; and redesigning boutique window displays to maximise exposure of the new brand.

Pico is now working with Charriol on further boutiques in Doha, Qatar, and Makati City in the Philippines, while continuing to assist the brand in further developing their Asian and Middle Eastern markets.

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Charriol Global Brand Image Development and Retail Rollout
Al Ain  |  Bangkok  |  Basel  |  Cebu  |  Chiang Mai  |  Gen Santos