Gannon Brousseau has played a pivotal role in the Couture Show for over a decade, significantly impacting the fashion and jewelry industry through his innovative vision and leadership. To understand his remarkable journey and insights, we have crafted a series of questions that explore his inspiration, challenges, achievements, and future aspirations. These questions also aim to provide valuable lessons and advice for the younger generation of designers and entrepreneurs.
- What initially drew you to the Couture Show, and what inspired you to get involved?
I had been working with other shows owned by COUTURE’s parent company, now Emerald, for five years when I was introduced to COUTURE. I was immediately enamored. My previous background was in luxury retail, and I have long considered design a bit of a personal obsession, so to discover this world of incredible design and extraordinary luxury created by these extremely talented designers and innovative brands was a confluence of so many things that piqued my interest and spoke to me on both a personal and a professional level. When I was asked to become Director of COUTURE, I accepted with pleasure.
- Can you share any personal experiences or challenges that motivated your continued involvement with the show?
I was already pre-disposed to love the event for all the aforementioned reasons, and as I spent my first year as Director meeting with as many people from the community as possible and learning about their businesses, I became very invested in the individuals with whom I was getting to know, as well as the industry as a whole. The challenges our designers, brands and retail partners face became my challenges, and along with the entire team, I strive in everything I do to address those challenges by offering strategic solutions.
- Were there any pivotal moments in your career that led you to dedicate over a decade to the Couture Show?
While there is a lot of continuity in this industry—multi-generational businesses, brands with histories that date back for over 100 years, traditions rooted in the ancient past—in many other ways, it is in constant flux. I enjoy the ongoing challenges and figuring out the myriad ways we can offer creative solutions to any situation that arises within the industry ecosystem. This segment of the industry is also especially meaningful to me; it is a real community, and one I feel very lucky to be a part of.
- When you first joined the Couture Show, what were your primary goals and aspirations?
When I first joined COUTURE, I was committed to learning as much about the industry as possible. I had countless conversations with brand leaders, designers and retailers in order to establish how COUTURE could best be adapted to meet their needs.
- How does the current state of the Couture Show compare to what you initially envisioned?
While we never rest on our laurels and are continually working on every detail of the event to ensure we are a relevant and useful resource for this community, I am proud of the progress we’ve made. We’ve been able to welcome several exceptional timepiece brands to our strategic curation of the show, and our move to the new event space at Wynn Las Vegas allows the majority of our designers and brands to exhibit in one convenient ballroom. We’re also building momentum on our thought leadership sessions held during the show, COUTUREtalks, our online and social media presence continues to grow and flourish, and we’ve just gone to press with our first ever standalone print publication.
- Were there any surprises or unexpected developments along the way that significantly shaped the show's direction?
Having to face a global pandemic and all of its repercussions was certainly unexpected! In hindsight, as difficult as that time was, we were able to work with our advisory council to establish the best path forward, our community rallied together to support one another and as trying as it was on so many levels, I honestly feel we’re stronger as a community as a result of having shared that experience.
- What are some of the most memorable milestones the Couture Show has achieved during your tenure?
Partnering with Steve Kaiser to grow our watch business was not just a highlight of our event, but also of my professional career. Steve, may he rest in peace, was a pioneer in the business and a mentor and friend to so many. I am honored I was able to learn from him and call him both a colleague and a friend.
- Can you highlight any particular successes or accomplishments that stand out in your mind?
I am incredibly proud of being part of forming the Diversity Action Council (DAC) in the summer of 2020, and of the meaningful work we’ve done with our first two DAC mentorship programs. We are honored to continue to work to offer greater representation to BIPOC designers and to provide them with the tools they need to bring them to the next level of their careers. Throughout both of our previous mentorship programs, we have been continually impressed with the level of creativity, innovation and talent these designers have showcased, and we are heartened by the level of support members of this community have enthusiastically offered to enhance this program. We look forward to welcoming the next group of mentees this fall.
- How has the Couture Show evolved over the years to adapt to industry changes and trends?
While there are several obvious, fundamental changes that have taken place in the last 20 years—we moved into a new ballroom within Wynn Las Vegas where the majority of our designers and brands exhibit in salons under one roof, we’ve re-introduced education, we’ve elevated our Design Awards event—there’s also this more esoteric evolution of COUTURE that’s just as meaningful. The things that made this show so unique when I first attended in 2011 are not only still very much present, they’re also even more apparent. We know we’re not the biggest show in the industry, and that’s by design; we strive to be the very best at what we do, we lean in to who we are, and as a team and as a community, we are always striving to improve upon our successes.
- What are some of the key features or aspects of the current Couture Show that you are most proud of?
Our attendees have come to rely upon COUTURE for discovering a curation of exceptional designer fine jewelry and luxury timepiece brands from across the globe. The imaginative work our exhibitors showcase takes the guesswork out of purchasing decisions because our retail partners trust that we are delivering the pinnacle of design, craftsmanship and innovation. And our media love the opportunity to meet with designers in person to gain a better understanding of the inspirations behind their work.
There’s also this very vibrant sense of collaboration at play within this community, with brands recommending other brands as exhibitors or suggesting retailers we should invite, retailers advocating for other retailers or encouraging us to consider a new brand. It’s a really special, unique community and I feel very lucky to be a part of it.
- How do you ensure the show remains relevant and innovative in a constantly evolving fashion landscape?
Throughout the course of my tenure with the show, we have been in ongoing, constant communication with our advisory councils as well as other members of our community. We analyze this feedback and, coupled with market trends, we devise creative solutions that we implement in response. As an example of some of the ways we’ve evolved, we have grown our roster of timepiece brands, we have established partnerships with specialty and international retailers who are now among our most important partners, and we have continued to strengthen our relationships with traditional, U.S.-based retailers.
- In terms of expanding the offerings at next year’s show, do you plan to incorporate additional watch brands, and do you believe that some of the brands already showcased in Geneva should also be present at the Couture Show? If so, for what reason?
We are in ongoing conversations with a number of timepiece brands who we anticipate will be joining us next year. While we recognize that Switzerland is the heart of the luxury watch industry and that won’t change, for brands that meet our criteria for exhibiting, we are confident that COUTURE can become a pinnacle marketplace for luxury watches within the United States. Our event fosters networking and having shared experiences, so from collection launches to onboarding existing retail partners with new releases, COUTURE offers an environment for strengthening these important relationships.
- As the industry continues to evolve, how do you see the Couture Show adapting to meet the changing needs of exhibitors and attendees alike?
While we consider ourselves more proactive than reactive, we are constantly gauging trends in the market and capturing feedback from members of our community. We then analyze these needs and establish how we can offer solutions, both during the event in Las Vegas and throughout the year. Whether its sourcing the right sponsor partnerships that add value to the community, broadening our roster of retailer partners, courting brands that our retailers want to see or simply ensuring that every member of our community understands and adheres to our code of conduct, we are uniquely positioned to respond to the shifting dynamics of the industry.
- What is your long-term vision for the future of the Couture Show and its role within the broader luxury landscape?
Again, we are not the biggest show, but we do believe that we represent the best-in-class in all categories we showcase. I’d love for COUTURE to continue to solidify its reputation as a destination for discovering the best in designer fine jewelry and luxury timepiece brands. I would also like for us to be a known thought-leader within the landscape, which would help us to increase our number of non-endemic partners that add value to our attendees.
- What advice would you offer to younger generations who are interested in getting involved in the luxury events and trade show industry?
For anyone interesting in getting involved in the luxury events and trade show industry, I think it’s important for them to have some sort of exposure to these types of events as well as to familiarize oneself with the industry at large. Within the fine jewelry and luxury timepiece industry, for example, there are a number of non-profit organizations that hold frequent meet ups, and they often need volunteers to help support their events, so throw yourself into the mix! If you know anyone who participates in trade events, volunteer to come work with them on-site. Even fully staffed companies often need ancillary support during events and so it would be a great way to get to know an industry and see the inner workings of how things work at events.
Discover the essence of luxury at The Couture Show 2024 by watching our exclusive video, showcasing some of the most prominent brands in the industry. Get an inside look at the exceptional timepieces from the Citizen Group, representing iconic names like Accutron, Alpina, Bulova, Citizen & Frederique Constant. The lineup doesn’t stop there — experience the craftsmanship of Norqain, U-Boat, Shinola, Casio, G-Shock, and Luminox. Witness the innovation and elegance that defined this year’s event and see why The Couture Show remains a premier destination for watch enthusiasts and industry insiders alike.
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Read more about the Couture Show on WatchDNA.com
