This month on Luxury Marketing in China, we interview Mr. Jean-Marc Lacave, President of LVMH Watch & Jewelry North Asia (China, Hong Kong, Taiwan). Mr. Lacave was the President of LVMH Watch & Jewellery UK during 2001 to 2007, one of his significant achievements during that period is when he arrived in the UK in 2001, TAG Heuer was the #4 luxury watch brand in the UK, but Mr. Lacave had tripled TAG Heuer business during his tenure. By the time he left for China in 2007, TAG Heuer was the #2 luxury watch brand in the UK, and also the #2 market for TAG Heuer worldwide. Mr. Lacave is managing 5 brands in this region, including TAG Heuer, Zenith, Hublot, Dior, Fred, Chaumet and DeBeers.

Prior to his time in LVMH Watch & Jewelry, he was the International Director & Managing Director of Champagne Pommery during 1994 to 2001 (world’s 4th largest champagne brand), part of LVMH Wines & Spirits at the time. During his tenure, he invented the Pommery POP champagne, which revolutionized how champagne is consumed.

Mr. Lacave’s rich experiences in luxury goods offer us a deep insight into marketing trends and behaviour of the particular group of consumers in China. What is his definition of luxury and luxury goods? What are the challenges LVMH faces in distributing luxury brand in China? How does China’s market differ from rest of the world, and what are the distinguishing features of China’s luxury goods consumers? Find out more about China’s luxury marketing business in this ITV-Asia interview.