专访Buccellati布契拉提CEO Nicolas Luchsinger：四只蝴蝶，如何传递一种百年审美？

Core Insights - Buccellati, an Italian luxury jewelry brand, is showcasing its "Timeless Craftsman - Buccellati Collection Exhibition" in Shanghai, marking its first systematic overseas presentation after a global debut in Venice in 2024 [1][3] - The exhibition features 250 pieces, including 150 jewelry items and 100 silverware pieces, illustrating the brand's journey from its Milan origins to global expansion [1][3] Group 1: Exhibition Details - The exhibition begins with four butterfly brooches created by four generations of the Buccellati family and culminates in a "Collection Corridor" showcasing the brand's representative works and core craftsmanship [1][3] - The timing of the exhibition coincides with a peak in gold prices, which reached a historical high of $4,000 per ounce in early October [3] Group 2: Craftsmanship and Value - Buccellati's CEO, Nicolas Luchsinger, emphasizes that while gold prices may fluctuate, the true value of a piece lies in its craftsmanship [3][8] - The brand's unique value proposition is rooted in its ability to maintain the beauty and quality of its pieces over time, even as they show signs of wear [8][19] Group 3: Historical Context - The craftsmanship of goldsmiths in Italy dates back to the Etruscan civilization, which significantly advanced metalworking techniques long before the Renaissance [8][10] - During the Renaissance, goldsmiths began to cater to secular clients, creating jewelry that signified social status, thus intertwining craftsmanship with art [10][13] Group 4: Brand Philosophy and Strategy - Buccellati maintains a restrained production strategy, focusing on quality over quantity, despite the growing global demand for luxury jewelry [19][21] - The brand has announced plans to invest in training over 500 artisans across its workshops in the next three years, ensuring the preservation of its craftsmanship [19][21] Group 5: Marketing Approach - Buccellati's marketing strategy diverges from the typical reliance on celebrity endorsements, focusing instead on finding brand ambassadors who genuinely understand and embody the brand's values [25][26] - The brand's current ambassador is Talita von Fürstenberg, chosen for her alignment with Buccellati's heritage and aesthetic [25][28] Group 6: Family Legacy - Despite being integrated into Richemont's core jewelry division in 2019, Buccellati retains significant family involvement, with multiple family members holding key roles [26][32] - The brand's core style has remained consistent over the past century, drawing inspiration from nature, fabric textures, and architectural structures [32][36]