Watches and jewellery specialist Red Luxury inks license deals for Vilebrequin, Sonia Rykiel

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Nov 15, 2022

Red Luxury has added two more names to its brand portfolio. After acquiring a majority stake in US jewellery brand The M Jewelers in June, the watchmaking and jewellery group founded by Romain Bénichou and David-Emmanuel Cohen has signed new global license deals for two brands owned by US group G-III.

Red Luxury will therefore develop under license in France a watches collection for beachwear brand Vilebrequin. The collection will include 50 items for men and women, as well as various unisex models, at prices ranging from €179 to €359. The watches will be available for summer 2023 at Vilebrequin monobrand stores, at select specialist stores and department stores. For Vilebrequin, the collection heralds a further range extension, after the brand signed a license agreement for fragrances and body care products with International New Creative Concept a month ago. In 2017, Vilebrequin had already launched a collection of watches as well as eyewear.

Red Luxury will also develop a collection of brass costume jewellery for French label Sonia Rykiel. The collection will consist of some 50 items divided into four lines, inspired by vintage designs and some of the label’s signature motifs like the clover, heart and bird. It will be distributed from summer 2023 via Sonia Rykiel stores as well as online and at select jewellers and department stores, at retail prices ranging from €100 to €450. Sonia Rykiel has commercialised jewellery collections in the past, but the new license deal is part of a fresh drive to relaunch the brand. Extensions into eyewear, make-up and even home decoration are on the cards for the near future.

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The Red Luxury group was founded in Paris in 2012 by Romain Bénichou and David-Emmanuel Cohen. Its license portfolio includes brands like Zadig & Voltaire, Christian Lacroix, Opex and Rochas. Currently, 70% of its revenue is generated by the jewellery brands independently developed, produced and distributed by the group itself. Among them, Ginette NY, Pamela Love, and Reminiscence. In 2022, Red Luxury is set to generate a revenue of €40 million, and is planning to reach the €100 million mark in five years.