The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Apple head hunts Yves Saint Laurent boss to head 'special projects'

Author

By John Glenday, Reporter

July 4, 2013 | 2 min read

Apple has signaled its wearable technology intent after poaching Yves Saint Laurent boss Paul Deneve to bolster its fashion credentials ahead of a mooted launch of its fabled iWatch.

Deneve will quit his current role at the fashion house in order to travel to Cupertino, California, where he will liaise directly with Apple CEO Tim Cook as vice president of‘’special projects’.

The Belgian is no stranger to Apple having previously worked for its sales and marketing department back in the 1990’s and suggests that Apple will be aiming high with its new timepiece, challenging the likes of Rolex at the luxury end of the market.

It is how Deneve gets on with the company’s current design guru, Sir Jonathan Ive, that will prove the success of the move however, with Apple hoping to marry the machine aesthetic for which it has become famous with something a little more organic.

Analysts expect the iPhone style wrist mounted gadget to retail for around £200 when it finally surfaces, allowing wearers to check emails and post status updates.

Yves Saint Laurent meanwhile has appointed Francesca Ballettini , director of Bottega Veneta, to fill Deneve’s shoes.

Trending

Industry insights

View all
Add your own content +