Brand rejuvenation & it’s role in brand excellence
Alain Crevet, president of S.T. Dupont, in conversation with Aparajita Mukherjee talks not only about his corporate moves but that of the French maison globally known for a horde of luxury articles – from writing instruments to leather good, from lighters to accessories. He delves into his personal recollections of why and how this heritage house is where it is: and courage to face challenges and survive these is one of the reasons for its long-standing history, right from 1872. BL: Talk us through your professional journey. Crevet: My professional journey has been shaped by a passion for heritage, innovation, and global excellence. After graduating from HEC Paris in 1983, I began my career at Procter & Gamble, where I spent over 15 years in key leadership roles, including marketing director for Europe and general manager for Mexico and Central America. These positions honed my expertise in international business development, strategic marketing, and global brand stewardship. In 2000, I transitioned to the luxury sector as president of Givenchy Parfums at LVMH. Over six years, I revitalised the brand, collaborated with Givenchy Couture, and contributed to the growth of LVMH’s perfumes & cosmetics division, refining my approach to blending creativity and French excellence. Since 2006, I have been privileged to lead S.T. Dupont, rejuvenating the brand by honouring its artisanal craftsmanship and technical ingenuity. Under my leadership, it has reinforced its position in the luxury market, becoming a trusted supplier to the French state and a symbol of elegance appreciated by cultural and political figures worldwide. BL: What about French design excellence do you think appeals to the global audience that S.T. Dupont has for long been able to connect with? Crevet: French design excellence is the epitome of timeless elegance, combining artistry, meticulous craftsmanship, and an innate sense of refinement. At S.T. Dupont, a maison with nearly three centuries of history, this legacy is at the heart of everything we create. Our commitment to preserving traditional savoir-faire while embracing innovation ensures that each piece embodies the finest materials and the highest standards of craftsmanship. For our global audience, this translates into more than just luxury – it’ s an invitation to connect with a piece of French heritage that seamlessly marries functionality and aesthetic perfection. S.T. Dupont is proud to represent the timeless elegance that continues to captivate and inspire across generations and borders. BL: While recruiting for a company such as S.T. Dupont what 5 qualities do you look for in your new employee? Crevet: When recruiting for S.T. Dupont, I seek individuals who embody a passion for craftsmanship – a genuine appreciation for the artistry and precision that define our maison. Adaptability and agility are equally important, as the ability to navigate a dynamic global market and respond effectively to its ever-evolving demands is critical in maintaining our relevance and success. Creativity is another essential quality, as we aim to push boundaries while honouring the rich traditions of our tricentennial history. At S.T. Dupont, team spirit is fundamental; collaboration lies at the heart of our excellence, enabling us to bring together diverse talents to create exceptional products. Finally, integrity is non-negotiable. Upholding the values of a brand steeped in heritage requires a deep commitment to authenticity, transparency, and respect for our legacy. These qualities together ensure that every team member contributes meaningfully to the enduring success of S.T. Dupont. BL: How do you assess Qatar as a S.T. Dupont market? Are Dubai or Kuwait any different? Crevet: Qatar is an essential market for S.T. Dupont, where tradition, heritage, and modernity converge – values that resonate deeply with our Maison. Our long-standing collaboration with Ali Bin Ali Luxury exemplifies our commitment to this market. Together, we work to ensure S.T. Dupont remains relevant and desirable, adapting to the evolving tastes of Qatari clientele. The recent opening of our boutique at Villaggio Mall in Doha reflects our dedication to expanding our presence and meeting local expectations. Compared to Dubai, which is a dynamic hub attracting a global audience, and Kuwait, which emphasises exclusivity and tradition, Qatar offers a unique balance of both worlds. This harmony allows us to engage with a discerning population that appreciates authenticity, craftsmanship, and innovation. Qatar remains a cornerstone of our Middle Eastern strategy, and we are excited to continue evolving alongside this vibrant and forward-thinking market. BL: Market expansion is a requirement for every company – what factors drive S.T. Dupont’s market expansion philosophy? Crevet: S.T. Dupont’s market expansion philosophy is rooted in a commitment to authenticity, exclusivity, and balance. Unlike some brands that heavily prioritise specific regions, such as Asia, we strive for a harmonious presence across all key global markets. This approach allows us to remain true to our heritage while connecting with discerning clients worldwide. We carefully identify regions where there is a genuine cultural appreciation for craftsmanship, ensuring that our offerings resonate with local preferences. Partnerships play a pivotal role in this strategy, especially those grounded in history and mutual respect. For instance, we have enjoyed over 50 years of collaboration with Chalhoub Group in the Gulf region. In the 1970s, S.T. Dupont was among the first luxury brands, alongside Christofle and Baccarat, to partner with Chalhoub, establishing a legacy that continues to flourish. Our philosophy also prioritises long-term relationships with partners who are connoisseurs and share a deep appreciation for history and artistry. This ensures that our brand remains positioned as a symbol of timeless elegance and refined craftsmanship. Additionally, strategic digital initiatives and selective collaborations with luxury retailers enable us to reach new audiences while maintaining the exclusivity and premium positioning that define S.T. Dupont. This balanced, thoughtful approach allows us to expand without compromising the values that have shaped our maison for nearly three centuries. BL: Where do you see S.T. Du Pont in 3 years – in terms of business, in terms of values, in terms of what it stands for in the clients’ eyes? Crevet: In three years, I envision S.T. Dupont as a leader
