7 March 2013
True luxury is not about excess, competitiveness or overt displays of wealth - it is about an understanding of quality, craftsmanship and exclusivity. These elements are key to the creation of any luxury brand.
For many reasons, craftsmanship has remained an incredibly important marketing message for luxury brands in recent years. Brands like Harry Winston and Loewe really celebrate the craftsmanship of their luxury products of jewellery and bags respectively. YouTube and Vimeo have allowed these demonstrations to become global. Interior product brands can now visually establish the intricacies of hand stitched leather, marquetry, fine joinery, sumptuous upholstery and show how the most iconic products are made, from start to finish.
Below we present a listing of videos by interior and luxury lifestyle brands, which use values of craftsmanship and quality to help tell their story.
Jewellery + Watches
Brings together watchmaking and feather art.
Villiers Brothers - Handmade in England from Gearing Media Group.
The brothers Harry, Tim, Hugo and their team of craftsmen take great pride in the design and build of each item they create and this is captured in the detailed process-driven photography.
Craftsmanship & Artistry
Established as the considered purchase for luxury residences
A Loewe film that pays tribute to the house's craftsmen.
Directed by Matthew Donaldson