Books, paintings, wines, sport paraphernalia—a collection of tastes, interests, hobbies and passions that amount to a worldview or headspace. It’s the concept behind the world’s largest Richard Mille flagship, which opened its doors in October at 1 St Martin’s Drive in Singapore.
What’s interesting is that of the 11 bespoke areas in the 700-square-metre space, only two are overtly dedicated to watches. There’s a viewing gallery akin to a boutique, and a watchmaker’s crafting space. Everything else is dedicated to hospitality: spaces for dining, watching sports, an open bar, a living room-like hub, a hidden library and an outdoor riad inspired by the Mediterranean where Richard Mille was born.
It is, in other words, an embodiment of a new perspective. This is apt for the 24-year-old company where the reins have been passed from co-founders Richard Mille and Dominique Guenat to a second generation. Besides this plush new destination, some of the most noticeable changes have been introduced by two women who now hold top positions: creative and development director Cécile Guenat, and brand and partnerships director Amanda Mille.
“When I arrived,” recounts Guenat, “they asked me to do special pieces. Much more ladies-oriented jewellery pieces.” It made sense then as she was trained and had worked as a jewellery designer. Fast forward eight years and her ambit has grown to encompass the entire suite of the brand’s creative output. “Because I’m the next generation, it was quite logical that at a certain point I take over,” she explains matter-of-factly.
For Mille, her involvement in the family business began when she lived in Dubai. She was first brought into the fold to engage women in the Middle Eastern market. Her role today is similar, if more vast: managing all the brand’s partners and clients at a global level. And since she’s taken on this role, there has been a distinct shift to include women in its universe. She spearheaded the creation of an all-female Richard Mille Racing Team in 2020 to challenge gender biases in motorsport and partnered with six sportswomen this year to front the launch of the RM 07-04 Automatic, the brand’s first dedicated sports timepiece for women.
“When we look at the history of the brand—when Dad created the brand—for sure, he was way more focused on men. Which is nothing to be ashamed of because the idea came from the fact that ladies have jewellery and men don’t really have that kind of object to carry with them,” Mille explains. Not to say that the women’s category was ever out of mind. The goal, she says, is to create timepieces for women that are just as technically advanced as any other Richard Mille piece. “It’s very important that it’s not a decoration. You’re not putting that out just to look good.”
The RM 07-04, in fact, was developed almost jointly with insight gleaned from the brand’s partner athletes wearing and testing different pieces. The key, according to Mille, was developing a smaller and lighter piece. The brand rose to the challenge, producing a rugged and high-performing timepiece that weighs just 36 grams, strap included.
“We’re really lucky to have these partners,” says Mille. “Especially sportspeople—they’re taking a lot of risks. Look at Yuliya Levchenko [one of the athletes and faces of the RM 07-04], who does high jumping. Every centimetre is important, and when you wear a watch it could be the watch touching the bar. They trust us to accept taking a risk on failing in what they’ve been working all their life for. Just for a watch.”
It’s not just the technical specifics that speak to more people. With Guenat at the creative helm, the brand has gained a design edge. She made a bold statement in 2019 when the brand launched its Bonbon collection of watches decorated with candy, pastry and fruit motifs. Utterly fun and wacky, it had the conservative watch industry more than a little shocked. The phrase ‘practical joke’ comes up a lot if you look up industry reactions. “Yeah, we went there,” she comments with a wry smile. “But it’s great, no, having fun?”
“It’s always been part of the DNA,” Guenat elaborates. “Richard and Dad created fun watches from the beginning. They’re very light. The materials are a little bit crazy. The shapes are sometimes out of the blue. And I think it’s what our client likes.” That sense of surprise also fed into the brand’s latest capsule collection of RM 07-01 Coloured Ceramics watches, offered in summery pastel shades, with a graphic language inspired by Memphis design.
It’s no shock-gasp-inducing Bonbon, but Guenat nonetheless works with a unique, wide-ranging eye. A lot of that comes from her background as a jeweller and designer—she even let on that before joining the firm, she was considering designing furniture. But more than that, there is an endearing sense of cheek and mischief to Guenat. Touches of it appear in conversation, but more clearly still in her work. “I’m always too much with colour,” she admits a little sheepishly when asked about her tastes. “But very quickly you realise that sometimes if you go full on, it’s better than a little bit.”
The December ‘Carouse’ issue of Vogue Singapore is available for sale online and in-store now.
