There are jewellers and watch boutiques and then there are “Passion boutiques”. The one that appeals the most to the imagination is the Chronopassion boutique from the rockstar of Haute Horlogerie Mr. Picciotto. Laurent Picciotto presenting one of the most uniqe collections of watches and “Time Machines”. If you are looking for precious and rare items, the latest models or limited editions or even one of a kind watches, you should pay a visit to 271 Rue Saint Honoré in Paris. This is a store like no other if not for the great collection of watches it is also about the presentation by interactive display designs and of course the most important thing of all: the great passion of Mr. Picciotto and his team.
Mr. Picciotto started his boutique Chronopassion in 1988. A reflection of the boutique’s name is his own passion for watches, that’s the key element “Passion”. At the start Mr. Picciotto only sold watches from the brand of master watch designer Gérald Genta. After two years he transformed his monobrand store to a multi-brand store. Mr. Picciotto has also a big connection with Richard Mille as Co-founding shareholder. So for the unique pieces of Richard Mille you should definitely call Mr. Picciotto.
Mr. Picciotto’s vision on his passion:
Has the passion been kept alive?
Kept alive! I approach my pursuit as watchlover, an enthusiast; I never use a businesslike approach Each object in the boutique window must captivate, entertain, drive people crazy, venue if it appears to be totally useless! That’s the way iI usually approach thins. I love light-hearted things. Chronopassion stands out from other timepiece points of sale as it is quit similar to an art gallery selection criteria focuses first and foremost on emotion.
Does this mean that any brand that exists can expect to see itself displayed in your window one day?
Definitely not, but then again sampling is a highly-subjective topic. I am impulsively interested in exclusive brands, excluding classics. Above all, these brands must round off their offer without altering the intrinsic value of the objects and without betraying Chronopassion’s positioning. When i choose a timepiece, fist of all I try, of course, to estimate its added value in terms of technicality an design. But in the end what really guides me is the emotion that the object arouses and my ability to transmit this same emotion to my customers. Although this approach is well thought-out and sincere, it is eminently wild and instinctive. We’re often far beyond the realms of the unreasonable. My choices are primarily a collector’s choices, but a collector who has to sell!
How do you transmit your passion?
Whenever a customer steps into Chronopassion, I never try to win them round to my choices and I never give them a lesson in watchmaking. My aim is to wow them. I like proposing prototypes to them, one-of-a-kind pieces, limited editions, yet also help them decide on the next piece for their collection.
Does Chronopassion’s selection conform to the notion you
have of luxury?
I adore rare objects! But, let me just add that this doesn’t stop me liking industrial-made objects. I’m very happy to be part of the Apple family and to drink Coca Cola! But when we start to talk about luxury, well I get bored very quickly!
As I see it, luxury is inevitably connected to a certain exclusiveness, at least in terms of quantity. For me, ultimate luxury means being the only person, or almost the only person, to own an object endowed with intense emotional power.
Mr. Laurent Picciotto – Chronopassion