Tourneau
Strategic Acquisition Strategy
Tourneau
Strategic Acquisition Strategy
OVERVIEW:
Established in 1900, Tourneau is the undisputed authority in the luxury watch market and the largest watch retailer located in the United States.
With a flagship "Time Machine" location in New York City and a legacy spanning over a century, the brand is synonymous with horological expertise and prestige. Tourneau curates an unparalleled selection of the world’s most coveted timepieces, including Rolex, Patek Philippe, and Cartier, alongside a world-renowned certified pre-owned program.
ROLES:
Creative Direction
Graphic & Visual Design
Print Design
INSIGHT:
In 2015, Alliance Data launched a strategic initiative to expand its private label segment into the high-luxury market. Tourneau was identified as a "crown jewel" prospect due to its affluent customer base and high average order values (AOV), which presented an ideal opportunity for a premium credit and loyalty program.
Leveraging Alliance Data’s existing dominance in the jewelry sector—most notably through successful partnerships with Signet Jewelers—the team utilized a "proof of concept" strategy. By highlighting the data-driven growth achieved for brands like Kay and Jared, we aimed to demonstrate how a sophisticated credit program could further elevate the purchasing power and loyalty of the luxury watch collector.
OBJECTIVE:
The primary objective was to develop a high-impact visual strategy that resonated with the refined elegance of the Tourneau brand. My role involved creating a presentation brochure and collateral that mirrored the craftsmanship of a luxury timepiece.
The design utilized a "high-touch" aesthetic—characterized by minimalist layouts, premium typography, and an emphasis on heritage—to prove that the financial partnership would enhance, rather than dilute, the brand’s exclusive status.
The goal was to transform a standard financial pitch into a bespoke brand experience that spoke the language of luxury.
RESULTS:
While Tourneau ultimately remained with its incumbent provider, likely utilizing the proposal as leverage to secure more favorable terms, the project served as a benchmark for luxury brand positioning within Alliance Data’s portfolio.
The acquisition process coincided with a period of internal leadership transitions at Tourneau, leading up to its eventual acquisition by Bucherer. Despite the brand not joining the roster, the creative assets developed for this pitch set a new standard for how the organization approached the luxury and specialty retail segments.
